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North American petrol company Irving Oil has deployed an interactive digital signage network, IRVision, at forecourts in Maine and New Hampshire, USA. Touchscreen units installed at the petrol pumps display information including live traffic camera feeds, safe driving advice, sports news, weather reports, community news and promotional material for Irving, but are 'not loaded with advertisements', says Irving.

In addition, the company can monitor customers' perceptions about petrol stations' appearance, the Irving brand and other details from drivers' feedback via the screens. The units can be retrofitted to petrol pumps, and the network may be expanded in the future.

"Through IRVision's innovative technology, we are able to offer a unique fuelling experience to our customers," comments Harry Hadiaris, general manager of Irving Oil. "We recognise that our customers are on the go and the way they gather news and information during their busy day has changed. That's why we're excited to offer them relevant, engaging content and the opportunity to give us feedback all while they're filling up."