The biggest distinguishing feature of the new implementation, better than chains such as Orlen, BP or Circle K, is multimedia, multi-point communication on the whole customer's path.
Shopper is already attracted from the street level, through the screen on the station totem. Then he looks at the screen at the fuel distributor. Going towards the building of the gas station, he comes across giant multimedia screens. Inside, the screens are above the coffee area and directly on the coffee machines. This gives enormous opportunities for marketers to stimulate shopper's purchases with 2/3 of purchasing decisions still being made at store shelves, often in an impulsive way. What's important, communication reaches the consumer even before he reaches the cash desk, where the decision-making process ends.
The weakest element of the whole concept is the Subway offer, which has remained far away from current food trends and lags behind the sandwich offer of other gas stations in Poland.
