Centralized Screen Management System for Lukoil

Lukoil is one of the largest vertically integrated oil companies in Russia, ranking second in the country in terms of oil production.

Its network of gas stations covers most regions of Russia and serves millions of customers daily. In addition to fuel, Lukoil’s stations offer expanded services including cafés and convenience stores.

Lukoil approached SmartPlayer with two strategically important objectives:

• Import substitution: Replace outdated and unavailable foreign software with a domestic solution.

• Automation and efficiency: Fully automate the process of updating fuel prices on station totems, eliminate the human factor, and centrally manage the entire network.

• Growth of non-fuel sales: Enhance café and retail performance through digital content, better customer experience, and higher average transaction value.

The SmartPlayer team, in collaboration with our hardware partner ADDREA, implemented a digital transformation project for Lukoil’s gas station network, focusing on two main areas: automation of fuel totems and digitalization of customer zones.

Centralized Management of Fuel Totems
We integrated SmartPlayer with Lukoil’s internal systems, which made it possible to:

• Fully automate fuel price updates across the entire network;
• Eliminate manual work and human error;
• Speed up reaction time to price changes and ensure unified management of all totems.

Digitalization of Customer Areas
Professional displays and LED solutions were installed in key zones across the gas stations:

• Seating area: Displays show fueling status and order readiness.
• Retail zone: Promotional videos and product ads increase sales.
• Checkout area: Digital menu boards feature up-to-date menus and café promotions.
• Kitchen and coffee corner: LED friezes and displays show engaging video content about food and beverage preparation.
• LED cube: A decorative element displaying brand imagery to enhance the atmosphere.

All content is managed centrally through the SmartPlayer platform and can be updated by region or time of day in just a few clicks. This gave Lukoil flexibility, speed, and unified control over its entire digital ecosystem.

The implementation of the SmartPlayer digital platform and modern hardware brought significant improvements both in automation and in marketing effectiveness:

• The functionality of foreign software was fully replaced by the Russian-developed SmartPlayer platform, meeting corporate requirements for security and flexibility.
• The entire network of screens, LED systems, and fuel totems is now remotely managed from a single platform.
• Fuel prices are updated automatically and simultaneously across all stations — without staff involvement — eliminating human error, improving response times, and reducing operating costs.
• Visual product and café promotions on screens encourage impulse purchases, increase conversion, and enhance product presentation.
• The ability to quickly update menus, announce promotions, and launch special offers enables agile sales management.
• Information screens reduce staff workload and improve transparency and convenience for customers, who can now easily see order status, fueling progress, menus, and promotions.