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Driving Footfall on the Move: How Premium Signage Fuels the Co-op & Shell Forecourt Success

The modern petrol forecourt has transformed from a simple fuel stop into a highly competitive convenience destination. With major players expanding their roadside footprints, partnerships like the Shell and Co-op strategic forecourt collaboration are leading the charge. By blending Shell’s premium fuel infrastructure with the Co-op’s trusted convenience and fresh food-to-go range, these sites provide a powerful dual-brand incentive for busy motorists. However, even the strongest retail offering needs to catch a driver's attention on the move. To successfully capture passing traffic and turn fuel buyers into basket shoppers, the Co-op required robust, repositionable, high-impact forecourt poster displays. We are proud to have supported this on-going rollout by supplying our premium, free-standing double-sided Sentinel Forecourt Poster Signs in the largest 40” x 60” poster size to tactically boost product visibility and drive on-site conversions and impulse sales. The Challenge: Converting Transients to Basket Shoppers Forecourt retail presents a unique marketing challenge. Motorists are highly transient, often laser-focused on the fuel pump and prone to leaving immediately after payment. To help break this habit, the Co-op needed a signage solution that could:•    Interrupt the driver’s journey safely and effectively from the roadside.•    Withstand harsh, exposed environments susceptible to high winds.•    Allow rapid marketing updates to promote time-sensitive meal deals, seasonal campaigns and membership perks. Our Sentinel Forecourt Signs were selected as the ultimate tool to bridge the gap between the fuel pump and the store entrance. An added advantage for the Co-op was that Shell also use Sentinel Poster Signs and the POW! Sign variant for their forecourt promotions so approvals from a safety and aesthetic standpoint were not an issue. How Sentinel Signs Drive Forecourt Sales The double-sided Sentinel poster signs we provided to the Co-op are purpose-engineered for demanding retail environments like busy fuel forecourts. Here is how they successfully elevate the Shell/Co-op customer experience:•    Maximum Visual Impact: With an impressive double-sided display area these signs ensure the Co-op’s key retail offers, such as their famous lunch meal deals or fresh dinner solutions, are perfectly visible from both traffic directions.•    Weatherproof & Roadside-Ready: Forecourts offer little protection from the elements. The Sentinel features a water-fillable polyethylene base that provides solid stability in high winds, alongside magnetic-sealed crystal-clear polycarbonate covers that keep the posters pristine and dry.•    Effortless Campaign Transitions: Retail promotions move fast. Thanks to the user-friendly poster change system a single forecourt staff member can safely and quickly swap out large-format posters without any specialist tools.•    Public Safety First: Positioned in high-traffic pedestrian and vehicle zones, the signs are designed with smooth, rounded safety corners to protect customers moving around the site.•    Easy Mobility: Built-in wheels and optional purpose-built trolley allow store managers to easily reposition the units for cleaning or maximizing visibility depending on the sun angle or traffic flow. Partnering for Future Retail Growth As the convenience landscape continues to evolve through smart franchising and wholesale partnerships, physical retail media remains the ultimate bridge to the consumer. Our collaborations with the Co-op and Shell demonstrate that even in a digital world, high-quality, durable, and strategically placed physical signage is an essential driver of physical retail footfall. By framing the right offer at the right time, the Sentinel signs ensure that every Shell/Co-op location isn't just a place to refuel the car - it’s an unmissable destination to refuel the shopper.