Find out how the leading local cultural network has succeeded in reinventing itself by digitalizing its outlets.
- +12% monthly sales, including +37.3% in Toys, +24.5% in Multimedia and +15.8% in Food.
- Modernization of the brand's store concept
- Clarifying and simplifying the customer journey
- Improved visibility of the entire offering
- Distribution of national and local content
Read the press article: usine-digitale.fr
Transform or risk disappearing
This is the situation faced by many retail networks, which have been undergoing profound changes for several years now. To reinvent themselves, retailers are now focusing on a rethought, digitalized customer experience. The spearhead of this digitalization of the point of sale: digital signage. A case in point: the reinvention of the Maison de la Presse network.
A new concept to meet new needs
Maison de la Presse stores are the leading local cultural network. To modernize its stores, the NAP group, which runs and develops the chain, is launching a new Maison de la Presse concept in 2018, called "convergence".
" The aim is to rethink the stores from top to bottom in order to clarify and simplify the customer experience. While the facade, layout, furniture and signage are changing, it is above all the digitalization digitalization, a key feature of the concept says Christine Masurel, Director of Communications and Advertising, NAP Group.
For the chain's outlets, which offer a highly diversified range of products and services (press, bookshop, telephony, games/toys, snacks, tobacco, stationery, parcel delivery, breakdown service, etc.), digital signage is a key element in the store's image.), digital signage is an excellent lever for enhancing and reinforcing the visibility of the entire offering, using strategically placed screens: in the window at the store entrance, or directly integrated into the product display.
Firmly rooted in their local area, each Maison de la Presse relays news from the town where it is located on its digital screens, fully assuming its role as a local cultural player. (Exhibitions, upcoming activities in a media library, public health information, author signings, etc.). Digital signage is also the perfect tool for recruiting and retaining new customers.
Screen monetization: premium visibility for advertising partners
"For our retail partners, this new medium allows us to reinvent the traditional promotion systems already in place within our banners, by multiplying the possibilities of premium visibility through 360° campaigns," explains Christine Masurel, Communications and Advertising Director, NAP Group.
Today, more than 50 sales outlets have integrated this new concept and are equipped with the Cenareo solution: each store has at least one screen in the window. In all, over 100 Cenareo screens have been deployed.
Thanks to this new concept and the integration of digital signage, the chain has seen a 12.3% increase in monthly takings, with almost 40% growth in toys, 25% in multimedia and over 15% in food.
(Average takings growth observed from January to December 2019 vs. 2018 in modernized stores).
How does digital signage work in the Maison de la Presse network?
In Maison de la Presse stores, head-of-merchandising screens bring sales activity to life at key times of the year (Christmas, Father's Day, Mother's Day, summer, back-to-school, etc.). Products positioned on the Gondola Head shelves benefit from dedicated visibility via spots broadcast on the screen, boosting impulse purchases.
While the content is essentially national, each store manager can now personalize the local communication of his or her outlet using a number of different models. This is a good practice that ensures brand consistency throughout the network, while giving stores the freedom to convey messages that are relevant and adapted to their needs, their audience and their territory. In fact, the NAP group adapts national content according to the outlet's offer, such as the existence of relay point services (La Poste, Amazon), the presence of Free terminals, express delivery with DHL, etc. The result is a loyal clientele, transforming a simple store into a multimedia and multiservice hub.
And during the confinement period?
As the press was an "essential" activity, 90% of sales outlets remained open during the lockdown. Screens were particularly useful during this period, as they enabled official prevention messages to be relayed. As a result, the customer flow was smoothed, and customers were reassured that hygiene instructions had been properly communicated.
With many other shops closed, the screens were used to showcase the wide range of sometimes little-known products on offer: stationery, games, toys, books... to best meet the needs of our customers.
And what about Cenareo?
NAP began using the Cenareo platform to meet the need to harmonize internal communications with employees at its two sites: Toulouse and Paris. Convinced by the ease with which the solution could be installed and used, and the ability, in time, to entrust part of its management to its members, NAP decided toextend the use of the solution to its points of sale. The platform's functionalities perfectly met the challenges of the retail world in terms of generating traffic and increasing the average basket.
With technical support from Cenareo, the NAP Group and Françaises des Jeux have developed an automatically-updating data stream that displays jackpot amounts in real time. For the point-of-sale manager, there's no need to do anything after a new draw, as the information is automatically updated. A perfect way to take advantage of the potential offered by digital signage.
For the Maison de la Presse network, digital signage represents a flexible solution that can be used by members themselves. It's an easy-to-use, high-impact tool that makes a growing range of products easier to read, and is highly effective.
Find out how the leading local cultural network has succeeded in reinventing itself by digitalizing its outlets.
- +12% monthly sales, including +37.3% in Toys, +24.5% in Multimedia and +15.8% in Food.
- Modernization of the brand's store concept
- Clarifying and simplifying the customer journey
- Improved visibility of the entire offering
- Distribution of national and local content
Read the press article: usine-digitale.fr
Transform or risk disappearing
This is the situation faced by many retail networks, which have been undergoing profound changes for several years now. To reinvent themselves, retailers are now focusing on a rethought, digitalized customer experience. The spearhead of this digitalization of the point of sale: digital signage. A case in point: the reinvention of the Maison de la Presse network.
A new concept to meet new needs
Maison de la Presse stores are the leading local cultural network. To modernize its stores, the NAP group, which runs and develops the chain, is launching a new Maison de la Presse concept in 2018, called "convergence".
" The aim is to rethink the stores from top to bottom in order to clarify and simplify the customer experience. While the facade, layout, furniture and signage are changing, it is above all the digitalization digitalization, a key feature of the concept says Christine Masurel, Director of Communications and Advertising, NAP Group.
For the chain's outlets, which offer a highly diversified range of products and services (press, bookshop, telephony, games/toys, snacks, tobacco, stationery, parcel delivery, breakdown service, etc.), digital signage is a key element in the store's image.), digital signage is an excellent lever for enhancing and reinforcing the visibility of the entire offering, using strategically placed screens: in the window at the store entrance, or directly integrated into the product display.
Firmly rooted in their local area, each Maison de la Presse relays news from the town where it is located on its digital screens, fully assuming its role as a local cultural player. (Exhibitions, upcoming activities in a media library, public health information, author signings, etc.). Digital signage is also the perfect tool for recruiting and retaining new customers.
Screen monetization: premium visibility for advertising partners
"For our retail partners, this new medium allows us to reinvent the traditional promotion systems already in place within our banners, by multiplying the possibilities of premium visibility through 360° campaigns," explains Christine Masurel, Communications and Advertising Director, NAP Group.
Today, more than 50 sales outlets have integrated this new concept and are equipped with the Cenareo solution: each store has at least one screen in the window. In all, over 100 Cenareo screens have been deployed.
Thanks to this new concept and the integration of digital signage, the chain has seen a 12.3% increase in monthly takings, with almost 40% growth in toys, 25% in multimedia and over 15% in food.
(Average takings growth observed from January to December 2019 vs. 2018 in modernized stores).
How does digital signage work in the Maison de la Presse network?
In Maison de la Presse stores, head-of-merchandising screens bring sales activity to life at key times of the year (Christmas, Father's Day, Mother's Day, summer, back-to-school, etc.). Products positioned on the Gondola Head shelves benefit from dedicated visibility via spots broadcast on the screen, boosting impulse purchases.
While the content is essentially national, each store manager can now personalize the local communication of his or her outlet using a number of different models. This is a good practice that ensures brand consistency throughout the network, while giving stores the freedom to convey messages that are relevant and adapted to their needs, their audience and their territory. In fact, the NAP group adapts national content according to the outlet's offer, such as the existence of relay point services (La Poste, Amazon), the presence of Free terminals, express delivery with DHL, etc. The result is a loyal clientele, transforming a simple store into a multimedia and multiservice hub.
And during the confinement period?
As the press was an "essential" activity, 90% of sales outlets remained open during the lockdown. Screens were particularly useful during this period, as they enabled official prevention messages to be relayed. As a result, the customer flow was smoothed, and customers were reassured that hygiene instructions had been properly communicated.
With many other shops closed, the screens were used to showcase the wide range of sometimes little-known products on offer: stationery, games, toys, books... to best meet the needs of our customers.
And what about Cenareo?
NAP began using the Cenareo platform to meet the need to harmonize internal communications with employees at its two sites: Toulouse and Paris. Convinced by the ease with which the solution could be installed and used, and the ability, in time, to entrust part of its management to its members, NAP decided toextend the use of the solution to its points of sale. The platform's functionalities perfectly met the challenges of the retail world in terms of generating traffic and increasing the average basket.
With technical support from Cenareo, the NAP Group and Françaises des Jeux have developed an automatically-updating data stream that displays jackpot amounts in real time. For the point-of-sale manager, there's no need to do anything after a new draw, as the information is automatically updated. A perfect way to take advantage of the potential offered by digital signage.
For the Maison de la Presse network, digital signage represents a flexible solution that can be used by members themselves. It's an easy-to-use, high-impact tool that makes a growing range of products easier to read, and is highly effective.
