Supermarchés Match has launched a new, highly digitalized store concept.
Oneof their objectives: to facilitate and personalize real-time communication for each store. An initiative that is fully in line with the digitalization of the customer journey. The result: a smoother user experience, a modernized brand image and strengthened customer relations.
71% of consumers find on-screen communication interesting, and 63% find it informative[1]. The value of digital signage in the retail sector is well established. This observation prompted Match Supermarkets to think about a new concept. Their first digital point of sale opened its doors in 2017.
We worked with Cenareo and a technical partner to install the first ten screens in our test store," explains Marion Van Mullem, Communication and Concept Manager at Match Supermarkets. It was a very successful first project, which has opened the door to the wider deployment of digital signage in our stores.
Since then, 80 screens have been deployed in over fifty stores, representing almost half of the retailer's stock.
Instant, personalized, paperless communication
Located at strategic points, these screens are designed to present specific messages: at the entrance to display store information (opening hours, opening days, etc.); in the food and beverage "corners" to provide information on products, their origin, their quality, etc.; and at the checkout to announce upcoming offers, loyalty card benefits and prepare for the next visit.
This "screen library" enables us to push content adapted to each store and to each service : Drive, Click & Collect... The solution is very easy to use. We can easily set up different communications on the same day.
Marion Van Mullem, Communications and Concept Manager, Match
Between five and ten messages are pushed to each screen every day. Multi-screen management managed from head office by the Digital team. Once the first content has been loaded into the Cenareo solution for the first screens, the four team members now each devote around half an hour a week to updating all the content.
Fifty additional screens dedicated to an exclusive brand
This speed, combined with ease of installation and use, has prompted the brand to go even further in the dematerialization of its point-of-sale (POS) advertising: fifty smaller, Wi-Fi-connected screens have been set up in fifty stores to promote an organic brand for which it has exclusive rights in France.
"The idea is to offer educational content to present the brand's history and values, as well as value-added information such as recipes. Wi-Fi greatly facilitated the installation of these kiosks. Our point-of-sale displays are now aligned in real time in all our equipped outlets.
Andthere's no need to call on store managers and teams to update product communications! A real advantage in terms of logistics and a time-saver much appreciated by employees.
Opening the door to a new business model
The next step is to identify a new business model for equipping all supermarkets with digital signage systems. The brand is currently negotiating with Smartmedia to finance its investment through advertising on both indoor and outdoor screens.
"We can already say that our concept works. The customer experience is very satisfying, because we can send the right message to the right place at the right time. What's more, the quality and aesthetics of the screens play a key role in enhancing the customer experience. For our staff, it's also a real source of pride to be part of the modernization of our brand image."
Digital signage is now an integral part of the Match supermarket revival, helping to create a new, high-quality experience.
[1] According to an OMAC study, 2010
Supermarchés Match has launched a new, highly digitalized store concept.
Oneof their objectives: to facilitate and personalize real-time communication for each store. An initiative that is fully in line with the digitalization of the customer journey. The result: a smoother user experience, a modernized brand image and strengthened customer relations.
71% of consumers find on-screen communication interesting, and 63% find it informative[1]. The value of digital signage in the retail sector is well established. This observation prompted Match Supermarkets to think about a new concept. Their first digital point of sale opened its doors in 2017.
We worked with Cenareo and a technical partner to install the first ten screens in our test store," explains Marion Van Mullem, Communication and Concept Manager at Match Supermarkets. It was a very successful first project, which has opened the door to the wider deployment of digital signage in our stores.
Since then, 80 screens have been deployed in over fifty stores, representing almost half of the retailer's stock.
Instant, personalized, paperless communication
Located at strategic points, these screens are designed to present specific messages: at the entrance to display store information (opening hours, opening days, etc.); in the food and beverage "corners" to provide information on products, their origin, their quality, etc.; and at the checkout to announce upcoming offers, loyalty card benefits and prepare for the next visit.
This "screen library" enables us to push content adapted to each store and to each service : Drive, Click & Collect... The solution is very easy to use. We can easily set up different communications on the same day.
Marion Van Mullem, Communications and Concept Manager, Match
Between five and ten messages are pushed to each screen every day. Multi-screen management managed from head office by the Digital team. Once the first content has been loaded into the Cenareo solution for the first screens, the four team members now each devote around half an hour a week to updating all the content.
Fifty additional screens dedicated to an exclusive brand
This speed, combined with ease of installation and use, has prompted the brand to go even further in the dematerialization of its point-of-sale (POS) advertising: fifty smaller, Wi-Fi-connected screens have been set up in fifty stores to promote an organic brand for which it has exclusive rights in France.
"The idea is to offer educational content to present the brand's history and values, as well as value-added information such as recipes. Wi-Fi greatly facilitated the installation of these kiosks. Our point-of-sale displays are now aligned in real time in all our equipped outlets.
Andthere's no need to call on store managers and teams to update product communications! A real advantage in terms of logistics and a time-saver much appreciated by employees.
Opening the door to a new business model
The next step is to identify a new business model for equipping all supermarkets with digital signage systems. The brand is currently negotiating with Smartmedia to finance its investment through advertising on both indoor and outdoor screens.
"We can already say that our concept works. The customer experience is very satisfying, because we can send the right message to the right place at the right time. What's more, the quality and aesthetics of the screens play a key role in enhancing the customer experience. For our staff, it's also a real source of pride to be part of the modernization of our brand image."
Digital signage is now an integral part of the Match supermarket revival, helping to create a new, high-quality experience.
[1] According to an OMAC study, 2010
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