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UNITED KINGDOM -- BP's UK retail business appointed Amscreen, a digital signage company, as its exclusive digital signage partner following an extensive procurement process for the contract, the company reported.
"We are excited to announce the roll-out of the Amscreen network in our stores," Richard Harding, UK convenience retail director for BP said in a released statement. "We are continually looking for innovative ways to communicate to our customers. Amscreen's products enable us to present relevant, useful and timely information in a highly engaging format. We see this as a great opportunity to improve the safety and efficiency of customers' journeys for example by providing traffic updates whilst also sharing news of our great promotions, products and services."
The selection of Amscreen for the five-year contract follows comprehensive trials in BP forecourts over the last two years, incorporating both technical and consumer research testing.
Initially, Amscreen's close proximity-signage units will be installed in BP's 335 company-owned sites from spring 2009, with the concept being offered to BP's 800 dealer partners towards the end of the year, according to the company.
The screens will carry customer information such as live traffic updates, which proved a huge success during the customer trials, as well as advertising for BP products and services, according to the company.
Furthermore, the network will carry messages from national and regional advertisers eager to reach the 7 million motorists who use BP forecourts in the UK each week.
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