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Shell + Indoor Media: effective contact with those who buy more
Shell Polska Fuel Stations are not just a logistics infrastructure but also a B2B platform for effective engagement with a valuable group of consumers. According to a study conducted by Justtag on the Digital OOH Indoor Media network, ad viewers at Shell stations stand out with greater purchasing power, higher engagement, and a stronger tendency to make buying decisions compared to the average consumer in Poland.
Based on Justtag's data analysis:
17% of the Polish population visits Shell stations with Indoor Media displays each month; An average user visits these stations 3.22 times per month; Fuel station customers exhibit 41% more purchasing activity than the average Pole; They are almost three times more likely to search for good deals.
Particularly valuable are the identified consumer archetypes. The most important include:
1. Car Enthusiasts (56% of station customers):
- Frequently visit car showrooms and workshops;
- Interested in insurance, leasing, and premium brands (BMW, Audi, Mercedes);
- Shop with brands like Inter Cars, Michelin, Pirelli, Goodyear.
2. Travelers (54%):
- Actively use booking services (TUI, Itaka, Marriott, Hilton);
- Travel often, rent cars, visit premium restaurants;
- Frequent cafes (Starbucks, Costa Coffee) and retail chains (Decathlon, Żabka).
3. Food Lovers (42%):
- Enjoy restaurants (Domino’s, Biesiadowo, Sushi, Hala Koszyki);
- Order food delivery, visit food courts, choose organic products (Lidl, Carrefour).
4. Premium Clients (41%):
- Prefer premium brands: Apple, Dyson, Rolex, Tesla, Hermès;
- Shop at Sephora, Douglas, iSpot, Media Expert;
- Visit theatres, business centers, SPAs, and premium car showrooms.
5. Career-Oriented Consumers (39%):
- Attend business events, invest in education, finance, and technology;
- Use services like mBank, WeWork, Microsoft, Lenovo, HBO Max.
- Each of these segments is characterized by:
- Greater openness to new brands;
- Fast decision-making — typically within 1–3 days of ad exposure;
- Presence at fuel stations during key times of the day: in the morning, after work, and en route to meetings.
- Shell stations with DOOH Indoor Media screens are digital storefronts in the offline world, enabling highly targeted advertising with strong relevance. It’s not just about reach — it’s about precise communication with audiences who:
- Buy more,
- Spend faster,
- Decide more actively.
Takeaway for brands:
Being present at Shell stations is an opportunity to connect not with an anonymous audience, but with genuinely active consumers with high conversion potential.