BP Connect’s Nationwide Digital Retail Network

BP New Zealand selected Aerva’s Customer Engagement platform for driving dynamic, real-time content to digital retail screens across their 82 store locations.

The BP digital network is managed and monitored by Aerva’s partner, Ngage Media, using Aerva’s cloud-based AerWave Enterprise platform. In addition to being an effective communications platform, this dynamic customer engagement network provides BP a new revenue stream via media advertising from both trade and external advertisers.

BP’s retail display network has proven to be an effective promotional sales driver. In a one week test, Doritos onscreen advertising in BP Connect locations nationwide:

• drove a lift in sales of 171% week-on-week
• increased Doritos category share within chips from 6% to 15% week-on-week
• improved their salty category sales by 8% week-on-week

The results to date have encouraged BP to move forward with digital development into the existing network at other consumer touch points at POS and on pump displays.

The Aerva platform allows network operators, like Ngage, to centrally control screens individually, serving geographically or day-parted marketing initiatives across the national network or on an individual station screen.

“The BP digital media network is effective because it provides consumer volume with day, time and regional targeting – you can catch people en-route, with a cost effective medium that drives sales. It’s one of the best out-of-home methods of advertising.” advises Ngage’s Scott McDonnell. “The Aerva players and software have proven to be incredibly stable and reliable, and the advanced functionality is still yet to be fully harnessed across this burgeoning customer engagement channel.”

The BP Connect network is a captive market of an average audience of 3.6 million each month (around 1.6 million unique visitors according to Nielsen research).

Fast Facts

• 82 BP Connect stores nationwide with 133 screens

• Campaign drove 171% sales lift

• Customers decisions 6 times more likely to be influences by advertising in store

• 76% of purchase decisions are made in-store

• Moving images are 7X more likely to be noticed than static images