Gas stations face a unique challenge: capturing the attention of on-the-go customers at the exact moment they need to refuel or recharge. The key isn't just about getting noticed—it's about making a direct connection when drivers are actively requiring a solution.
That is why many leading gas station brands are embracing a new, innovative way to turn these challenges into opportunities: In-Car Marketing.
By engaging drivers right when they need it most, these brands are not just driving more traffic to their locations—they're revolutionizing the way gas stations interact with their customers.
These gas station brands are providing value-driven services that result in customer retention, loyalty, and increased spending. But how does it all work?
The Rise of In-Car Marketing for Gas Stations
In-Car Marketing is transforming the way gas stations reach drivers, and 4screen's driver interaction platform is at the forefront of this revolution.
Because modern vehicles come equipped with advanced infotainment systems, they have become more than just navigation tools. They are now a unique channel for delivering real-time, location-based services directly to drivers. This car screen revolution presents gas stations with a powerful opportunity to engage customers in a highly targeted and relevant manner.
Through 4screen's platform, gas stations can connect with drivers precisely when they need to refuel or recharge. They can also display dynamic, timely messages directly on the car screen to promote nearby locations, share exclusive promotions, and offer incentives to make their nearest location the preferred choice for drivers.
Not only that, but for the first time ever, gas stations can now place their logos at their specific branch locations on the car screen map, in the form of Branded Pins. This distinct ad format not only enhances visibility but also builds familiarity with drivers, increasing the likelihood that they will choose the specific branch when they’re nearby.
This isn't just about advertising—it's about creating meaningful interactions that address the immediate needs of the driver, enhancing their overall experience. Leading service station brands are already using 4screen's platform to connect with targeted drivers, promote their services, and secure new business.
But how exactly does it work? And what are the campaigns that are leading these brands to In-Car Marketing success?
Gas Station In-Car Marketing Success Stories
Many of the world's top fuel and energy brands are already claiming their spots on the car screen, establishing themselves with their customers in a highly contextual way. By reaching nearby drivers when they need it most, these brands are converting convenience into habit—boosting business performance and driving repeat visits.
Shell has taken full advantage of 4screen's platform to promote their services directly on the car's navigation system. Through this collaboration, Shell can now deliver their personalized offers and recommendations in an agile, responsive manner. This targeted approach has proven remarkably effective. Over a four-month campaign period, Shell saw a 68% boost in Sponsored In-Car Search Clicks.
Tamoil Italia has also embraced In-Car Marketing to strengthen their market presence through a highly targeted 3-month Sponsored In-Car Search campaign. By ensuring that their stations appear at the top of relevant driver search results, Tamoil experienced a 75% increase in search clicks.
Tamoil also used their In-Car Marketing campaign to promote their fuel cards and voucher offers.
TotalEnergies has also strategically utilized 4screen's Sponsored In-Car Search campaign to ensure their stations are top-of-mind for drivers seeking nearby refueling options. This approach resulted in a +30% growth in location-based search clicks, showcasing the power of connecting with drivers through the car screen.
TotalEnergies also leveraged In-Car Marketing to promote their Car Wash offer - providing a new, dynamic way to upsell their other services.
Beyond Advertising: Creating Value for Gas Station Customers
In-Car Marketing goes beyond traditional advertising by offering real-time, value-driven communication that enhances the driver's journey. The true power of this approach lies in its ability to deliver timely, relevant information that meets the immediate needs of drivers, transforming what might otherwise feel like an advertisement into a helpful service.
For gas stations, this opens up a world of possibilities beyond the fuel pump. By partnering with 4screen, gas stations can implement a variety of In-Car Marketing strategies to engage with drivers in meaningful ways:
- Giveaways and Competitions: Engage drivers with interactive promotions that can be accessed directly through the car screen. Whether it's a chance to win free fuel or exclusive merchandise, these promotions can create excitement and foster a stronger connection with the brand.
- Quick Service Add-On Offers: Promote convenience items like coffee, snacks, or car care products by offering special deals that drivers can easily redeem when they stop at the station. This not only boosts sales but also enhances the overall customer experience by catering to immediate needs.
- Membership and Loyalty Programs: Drive awareness and sign-ups for loyalty programs directly through the car screen. By highlighting the benefits of membership and offering instant rewards for joining, gas stations can build a loyal customer base and encourage repeat visits.
By using 4screen's platform, gas stations can turn each interaction into an opportunity to add real value to the driver's journey. The personalized nature of these messages ensures that drivers receive suggestions that are highly relevant to their current situation, increasing the likelihood of them acting on the recommendation. This approach not only drives traffic to the station, but also enhances the overall customer experience, leading to increased repeat business and long-term brand loyalty.
The Future of In-Car Marketing for Gas Stations
As the capabilities of in-car technology continue to evolve, the potential for gas stations to connect with drivers in meaningful ways will only expand. The future of in-car marketing is not just about more advanced technology—it's about leveraging deeper insights into vehicle and driver behavior to deliver even more contextual, relevant messages. The gas stations that establish their presence on customers' car screens today will be the ones who benefit most from these advancements.
In-Car Marketing is the future of gas station promotion. It's no longer just about being seen—it's about being relevant and helpful in the moments that matter most. By combining content with context, gas stations can effectively engage drivers, increase customer loyalty, and drive sustained business growth.
To get started on your In-Car Marketing journey and deliver value to your ideal customers, connect with a 4screen In-Car Marketing Advisor today.
