Digital signage in franchise networks: The V and B case study

Presentation of the V & B franchise network

V and B is a franchise network with a distinctive model: an after-work bar adjoins a wine cellar. Consumers can take away what they have tasted at the bar, and conversely, they can taste at the bar what they have just bought at the cellar. Theoriginality of the concept and the franchise model call for the following observations:

1. The specific features of the concept are not well known: the breadth of the range is difficult to promote (over 300 references), and there is a lack of understanding of the brand's values and the possible interactions between the cellar and the bar.
2. Waiting times are not exploited (at service, at the bar, in the cellar...).

It was against this backdrop that the franchise network entered contact with Cenareo to set up a responsive, modular digital signage system.

Strategic objectives of network digitization

• Transform waiting time into discovery time by showcasing products.
• Harmonize brand image across all franchises through audiovisual production.
• Highlight the originality of the concept with an innovative communication tool.
• Communicate exceptional offers with on-screen content.
• Generate more emotions and sensations.
• Drive the brand at a global level and let the manager become a local communication relay.

Digital signage solution selection criteria

The brand set out to find a modular solutionthat allows content to be modified to suit local conditions.

With 155 stores in 2018, selecting a screen solution that could be scaled across all outlets and able to be deployed whatever the franchise's level of equipment was a pressing need.

But above all, the CMS had to be implemented in the sales outlets without requiring training time or making it difficult for managers to get to grips with.

Deploying the solution: contextualized content

• Bar area: digital display of the menu and its adaptability to stock levels, seasonality and local specificities, while capitalizing on qualitative visuals and corporate information common to all franchises.
• Cellar area: interactive games to discover the brands distributed, promotions, V and B offer.

What are the results?

→ See two examples of VandB's use of screens

• Monetizing VandB screens
• Synchronization of all screens to announce a surprise to VandB customers

With 120 points of sale equipped with our digital signage system in just one year, the mission has been a success for project owners and Cenareo.

They have won over franchise managers; flexibility and responsiveness to price and stock changes being key criteria for the platform's user acceptance.

The benefits of a digitalization strategy can be summed up in 4 words: discovery, appetence, attention, reassurance.

• Refocusing on one of the brand's values thanks to greater visibility of the offering and harmonization of the image across franchises: discovery.
• Visual highlighting of products and contextualization: appetence
• Dynamic highlighting: attention
• Illustrated offer: reinsurance

More discovery and real time savings!

Cenareo offers an intuitive, scalable Saas solution and perfectly adapted to the needs of communications professionals in all sectors: Point of sale, Internal communications, Hotels and Restaurants but also DOOH.

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