Retail Digital Signage: Focus on Glocal Content

Our latest article on glocal digital signage explains how major brands and retailers can use this approach to attract a wider audience. A glocal OOH strategy highlights locally relevant content, while retaining the look and feel of a more general campaign. It enhances the image of a national or international brand (probably forged over many years of investment in advertising) by offering messages aimed at a local audience. In a previous article, we analyzed why digital signage is the perfect tool for glocal marketing. Now find out how retailers can easily adapt content to the local context, either through automation or by involving local content creators.

The challenges of creating local marketing content 

One of the best practices of marketers is to create distinct content tailored to the different people buying the brand's products. While a central marketing team will be able to create different content for different types of buyer with relative ease, it won't be possible to tailor content according to location. If you have hundreds or even thousands of stores in different countries, a single team simply won't be able to create local content for distribution to each store. So how do you integrate personalized content?  

Automate adaptation to the local context with a responsive platform 

Automation is one of the means at your disposal. With a SaaS (software as a service) digital signage solution such as the one offered by Cenareo, even if you decide to manage the content of your screens from a single main location, you'll still be able to adapt your content to a number of external factors, such as the weather. Etam has chosen to partner with Cenareo to simplify and centralize the management of its digital signage screens in 4,000 stores. The platform automatically displays different pre-programmed content according to weather conditions. For example, on the same day, if it's raining in Brest but warm and sunny in Marseille, the Breton store's display screens can show an advertisement for warmer clothing, while in Marseille, a new range of swimwear can be presented.  

This simple change can be enough to improve the effectiveness of your in-store display. Weather-reactive advertising campaigns can be very effective. Stella Cidre, for example, saw a 6% increase in annual sales during a period when this technique was used. Another example is La Redoute, which used billboards equipped with weather sensors and ran a series of ads based on weather conditions. This weather-reactive billboard campaign generated a 17% increase in sales.

Delegate the creation of dynamic content to store managers 

To go a step further in adapting content to the local context, you can choose to involve local marketing or store management teams in content creation. Being as close as possible to your customers, they have information about their expectations and preferences. They know which products and services are of most interest to the community of people who frequent the store. Being able to communicate locally enables a more targeted communication strategy, making customers feel better understood and closer to the brand. But how do you achieve this? And how can you make up for your lack of marketing expertise with audience expertise? 

With Cenareo's SaaS digital signage platform,you can define multiple content creators, each with different editing rights. We call this "cooperative management". Members of the same team have different levels of access. Thanks to an extremely simple process and a platform compatible with all common types of content (text, images, video files, content integrated into social networks, etc.), it's easy to add content to pre-approved templates. With cooperative management, all content can be integrated into a global program, overseen by the main office for consistency and reporting purposes. Let's see how it works in practice. 

Glocal digital signage strategy - Retail case study: EUROREPAR Car Service 

Our customer EUROREPAR Car Service has an extensive network in France, comprising 1,400 garages dedicated to the maintenance and repair of all makes of vehicle. Each garage is equipped with a display screen to show the EUROREPAR Car Service TV program, which operates like a television channel. Content is created centrally, but can be modified locally. Programs are added automatically and are regularly updated by the marketing team. They can include promotional campaigns or advertisements broadcast nationwide. 

Every garage manager can take part in the creation of his or her garage's content. The process is simple. They simply use the ready-to-use templates created and approved by the central marketing team, modifying the text and images to suit their message. The advantage for each garage is that it benefits from the brand image of a national network, while highlighting local offers, services and messages. In this way, each garage manager brings a bit of his or her own personality to the marketing strategy, enabling them to stand out from competing brands operating on a national scale. EUROREPAR quickly saw results: the company reported an improved brand image, increased customer loyalty and more effective promotions. 

Thanks to its cloud-based dynamic content management system, Cenareo lets you easily personalize and control your content, so you can adapt your marketing communications to both a local and a global context. We help you get the best of both worlds, delivering messages that are relevant and interesting to your local customers, but also in line with brand strategy and consistent with your other communications. Create digital signage content that's both more interesting and more consistent using a "glocal" model. No more screens as background noise: turn them into an attractive space that's always a source of relevant promotions. 

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