Amscreen, owned by Sir Alan Sugar, has been appointed by BP’s UK retail business as its exclusive digital signage partner

This follows 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 its 800 dealer partners towards the end of the year. The screens will carry customer information such as live traffic updates, as well as advertising for products and services. In addition, the network will carry messages from national and regional advertisers eager to reach the seven million motorists who use the forecourts each week.

Richard Harding, UK convenience retail director at BP, says: “We are excited to announce the roll-out of the Amscreen network in our stores. We are continually looking for innovative ways to communicate to our customers. Their 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.”