Project Description

DMS Connected Case Study

A collaboration for the Store of the Future exhibition

At A Glance

Client: Shell

Location: UK

Market: Energy

Solutions: Video Walls Interactive Displays

Services: AV Integration De-installation Reverse Logistics

Technology: 3 x 3 Video Wall Digital Menu Boards 16 x Open Area Displays

As part of its transformation toward an intelligence-led energy initiative, Shell collaborated with AT&T and DMS to deploy various digital media solutions for their Store of the Future exhibition.

With vast experience deploying and managing technologies in a variety of verticals including general retail, quick service food retailing, financial services, and products retailing, DMS coordinated and implemented the showcase product – a 3 x 3 matrix LCD video wall using 55” panels that featured a welcome message and advertisements from other global partners and companies.

To bring the collaborative environment to life, DMS also installed  Gorilla Glass to protect the large-scale display, allowing visitors to get a close view, and even touch it.


Shell and AT&T struggled to source and co-ordinate multilayered providers for this high profile project.

There was a need for guidance on design, costings and implementation underpinned by a target of increasing customer dwell time in key areas of each store.


Shell had previously deployed in-effective branded TV experiences in several high dwell areas of their expos and stores.

The new Shell ’Store of the Future’ aimed to be a medium that engaged visitors and educated them in an entertaining way. The challenge was to Introduce a dedicated in-store television experience that represented wholly the customer’s brand and its vendor/partner community.


Improved customer engagement

The solution resulted in overall increased dwell time in key area’s, significant brand re-enforcement, and metrics that indicated a much greater level of customer engagement compared to legacy designs.

Streamlined Process

In sourcing the broad range of differing services from one provider (DMS) the process and subsequent result proved to be lower in cost and more importantly provided the end customer with fulfilled expectations.

The geographical spread of AT&T’s demands are truly global and our expectation is that DMS can and will support our needs, regardless of location.

Norman Bhargava

Executive Deal Lead, AT&T Network Integration

“We’ve doubled in size since we implemented our DMS solution, that has helped keep our teams and clients in close contact.”