How can digitalization be a tool for customer and supplier satisfaction?
Thisis the question facing most retailers, who have to enhance the value of their suppliers' products, while ensuring a service and a high-level offer to their customers. To meet this challenge, Asturienne, a Saint-Gobain Distribution Bâtiment France company specializing in roofing solutions and roofing materials, has opted fordigital signage in "régie" mode for screens installed in its 60 branches. This functionality, originally developed for advertising agencies, enables the sale of on-screen advertising space. solution is efficient, easy to set up and offers high added value for suppliers.
Within the framework of partnership agreements, Asturienne offers to highlight product ranges or innovations related to their specialties. For the supplier, this means capturing the attention of customers, reinforcing the credibility and memorability of their brand, and distinguishing themselves from their competitors.
Triple benefit: increased sales, a new revenue center and control over communications
For Asturienne, the screens within the branches not only guarantee a high degree of consistency in operational communication, thanks to messages controlled by head office, but also a means of making its investment profitable. By broadcasting advertising spots in addition to its corporate communications, Asturienne develops its sales on the various choices highlighted.
Comme l'explique Pauline Marteau, qui pilote les affichages sur les écrans, « la solution de Cenareo est très facile d'utilisation. Son déploiement en octobre 2019 s'est effectué en une semaine et toutes nos agences sont désormais équipées d'un écran positionné dans le libre-service, derrière le comptoir. Nos fournisseurs touchent leur cible d'une nouvelle manière avec une communication B2B. » Une seule personne peut ainsi définir le calendrier de diffusion, mettre à jour les contenus en quelques clics et à distance, et même personnaliser les offres selon les agences en cas de besoin ou d’activité promotionnelle locale.
45 suppliers subscribe to this communication channel
Les fournisseurs d'Asturienne disposent d'un relais de visibilité complémentaire au catalogue papier et au site internet. Ce n'est donc pas une surprise si la moitié d'entre eux ont adhéré au projet avec plusieurs campagnes à planifier dans l'année. La solution de Cenareo permet également de mesurer les diffusions et d'extraire des statistiques utiles pour approuver les achats médias des fournisseurs. Un média ciblé sans gestion ni logistique, c'est un gain de temps important pour les fournisseurs qui dynamisent leur présence au plus près des professionnels du bâtiment.
A win-win system
Until now, Asturienne suppliers had no choice but to send posters, flyers, USB keys or DVDs to the agencies distributing their products. However, it was impossible for them to ensure the correct use of these promotional tools. The result was a risk of out-of-date products, obsolete marketing operations and communication that was difficult to control.
Screens anddigital signage are changing this paradigm in a win-win deal, as Pauline Marteau explains:
Asturienne saves time in managing supplier communications, since everything is centralized in one system and distributed according to a precise schedule. Suppliers gain greater visibility of their new ranges, sales operations or brand content, with minimal investment.
How can digitalization be a tool for customer and supplier satisfaction?
Thisis the question facing most retailers, who have to enhance the value of their suppliers' products, while ensuring a service and a high-level offer to their customers. To meet this challenge, Asturienne, a Saint-Gobain Distribution Bâtiment France company specializing in roofing solutions and roofing materials, has opted fordigital signage in "régie" mode for screens installed in its 60 branches. This functionality, originally developed for advertising agencies, enables the sale of on-screen advertising space. solution is efficient, easy to set up and offers high added value for suppliers.
Within the framework of partnership agreements, Asturienne offers to highlight product ranges or innovations related to their specialties. For the supplier, this means capturing the attention of customers, reinforcing the credibility and memorability of their brand, and distinguishing themselves from their competitors.
Triple benefit: increased sales, a new revenue center and control over communications
For Asturienne, the screens within the branches not only guarantee a high degree of consistency in operational communication, thanks to messages controlled by head office, but also a means of making its investment profitable. By broadcasting advertising spots in addition to its corporate communications, Asturienne develops its sales on the various choices highlighted.
Comme l'explique Pauline Marteau, qui pilote les affichages sur les écrans, « la solution de Cenareo est très facile d'utilisation. Son déploiement en octobre 2019 s'est effectué en une semaine et toutes nos agences sont désormais équipées d'un écran positionné dans le libre-service, derrière le comptoir. Nos fournisseurs touchent leur cible d'une nouvelle manière avec une communication B2B. » Une seule personne peut ainsi définir le calendrier de diffusion, mettre à jour les contenus en quelques clics et à distance, et même personnaliser les offres selon les agences en cas de besoin ou d’activité promotionnelle locale.
45 suppliers subscribe to this communication channel
Les fournisseurs d'Asturienne disposent d'un relais de visibilité complémentaire au catalogue papier et au site internet. Ce n'est donc pas une surprise si la moitié d'entre eux ont adhéré au projet avec plusieurs campagnes à planifier dans l'année. La solution de Cenareo permet également de mesurer les diffusions et d'extraire des statistiques utiles pour approuver les achats médias des fournisseurs. Un média ciblé sans gestion ni logistique, c'est un gain de temps important pour les fournisseurs qui dynamisent leur présence au plus près des professionnels du bâtiment.
A win-win system
Until now, Asturienne suppliers had no choice but to send posters, flyers, USB keys or DVDs to the agencies distributing their products. However, it was impossible for them to ensure the correct use of these promotional tools. The result was a risk of out-of-date products, obsolete marketing operations and communication that was difficult to control.
Screens anddigital signage are changing this paradigm in a win-win deal, as Pauline Marteau explains:
Asturienne saves time in managing supplier communications, since everything is centralized in one system and distributed according to a precise schedule. Suppliers gain greater visibility of their new ranges, sales operations or brand content, with minimal investment.