Points of sale are increasingly equipped with screens to offer more flexible and dynamic content to their audiences. However, the reality is that in most cases, managing screen content is complex, with many different people to deal with, and technical intervention to deal with a malfunction is often long and laborious. Just when screens should be making life easier for communicators and improving the customer experience, they become a cost center for the company: in time, money and energy.
It was against this backdrop that the Etam group, which has over 4,000 stores worldwide, decided to transform the way it approaches its digital signage, in collaboration with Cenareo.
Redeploying your digital communications
"Today, screens in store windows are a normal occurrence. But when they're not displayed, or displayed badly, it can have a direct impact on a store's communication and appeal, because a black screen means a disappointing customer experience."
SimonCaillot, Purchasing Manager, Etam Group
This was the situation experienced by Etam, due to a screen system that was complex to manage, costly and required the intervention of multiple contacts in the event of questions, problems or breakdowns. What's more, the more stores there are, the more complex the situation becomes to manage, and the more field teams are diverted from their core activities: sales and advice. To make its communications more efficient and cost-effective, the Etam group decided to place its trust in Cenareo.
We were looking for a partner to help us deploy and manage a large number of screens. Cenareo came up trumps thanks to its ergonomic solution, which adapts content to its broadcasting context, and a technical team that ensured seamless deployment.
Read the testimonial from Simon Caillot, Purchasing Manager, Etam Group
Precise brand needs
Multiple formats
Each store is equipped with different screen formats. Communication campaigns and content can therefore be tailored to suit every situation. The Cenareo solution is also capable of delivering customized content for each point of sale.
Autonomous management
Remote-controlled, the screens can be easily updated in just a few clicks by Etam teams, without the need for a service provider.
Contextualization
Content can be adapted to external factors. If, on the same day, it's raining in Brest and sunny in Marseille, the Breton store's screen will showcase a warmer outfit, while the Marseille store might present a new range of swimwear, for example.
Rapid control and proactive support
Thanks to the SaaS platform Cenareo, the brand knows exactly how many screens it has and what content is being shown where. It can also act very quickly in the event of a problem (power failure, poorly adapted or incorrectly sized content, problem with a video, etc.), thanks to alerts updated in real time and a single point of contact.
" The time saved is phenomenal: the processing time for resolving a technical problem has been cut from one week to one day. For store staff and head office, this is more than satisfactory. "
Scalable solution
With sales outlets in 55 countries, and a strong digitalization of its tools, the Etam group needs to choose solutions capable of growing with it: support multilingual, technology that can be easily interfaced with third-party solutions, etc.
While brand communication gains in coherence for experiential content, this redeployment has led to an increase in the average basket thanks to the content disseminated, better attention capture thanks to the dynamics of the messages, and high value-added personalization to better meet customer expectations.
Points of sale are increasingly equipped with screens to offer more flexible and dynamic content to their audiences. However, the reality is that in most cases, managing screen content is complex, with many different people to deal with, and technical intervention to deal with a malfunction is often long and laborious. Just when screens should be making life easier for communicators and improving the customer experience, they become a cost center for the company: in time, money and energy.
It was against this backdrop that the Etam group, which has over 4,000 stores worldwide, decided to transform the way it approaches its digital signage, in collaboration with Cenareo.
Redeploying your digital communications
"Today, screens in store windows are a normal occurrence. But when they're not displayed, or displayed badly, it can have a direct impact on a store's communication and appeal, because a black screen means a disappointing customer experience."
SimonCaillot, Purchasing Manager, Etam Group
This was the situation experienced by Etam, due to a screen system that was complex to manage, costly and required the intervention of multiple contacts in the event of questions, problems or breakdowns. What's more, the more stores there are, the more complex the situation becomes to manage, and the more field teams are diverted from their core activities: sales and advice. To make its communications more efficient and cost-effective, the Etam group decided to place its trust in Cenareo.
We were looking for a partner to help us deploy and manage a large number of screens. Cenareo came up trumps thanks to its ergonomic solution, which adapts content to its broadcasting context, and a technical team that ensured seamless deployment.
Read the testimonial from Simon Caillot, Purchasing Manager, Etam Group
Precise brand needs
Multiple formats
Each store is equipped with different screen formats. Communication campaigns and content can therefore be tailored to suit every situation. The Cenareo solution is also capable of delivering customized content for each point of sale.
Autonomous management
Remote-controlled, the screens can be easily updated in just a few clicks by Etam teams, without the need for a service provider.
Contextualization
Content can be adapted to external factors. If, on the same day, it's raining in Brest and sunny in Marseille, the Breton store's screen will showcase a warmer outfit, while the Marseille store might present a new range of swimwear, for example.
Rapid control and proactive support
Thanks to the SaaS platform Cenareo, the brand knows exactly how many screens it has and what content is being shown where. It can also act very quickly in the event of a problem (power failure, poorly adapted or incorrectly sized content, problem with a video, etc.), thanks to alerts updated in real time and a single point of contact.
" The time saved is phenomenal: the processing time for resolving a technical problem has been cut from one week to one day. For store staff and head office, this is more than satisfactory. "
Scalable solution
With sales outlets in 55 countries, and a strong digitalization of its tools, the Etam group needs to choose solutions capable of growing with it: support multilingual, technology that can be easily interfaced with third-party solutions, etc.
While brand communication gains in coherence for experiential content, this redeployment has led to an increase in the average basket thanks to the content disseminated, better attention capture thanks to the dynamics of the messages, and high value-added personalization to better meet customer expectations.
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