Our latest article on “glocal” digital signage explains how major brands and retailers can use this approach to appeal to a wider audience. A “glocal” display strategy highlights locally relevant content, while ensuring that the look and values of a more general campaign are maintained. It improves the image of a national or international brand (probably forged over many years of investment in advertising) by offering messages aimed at a local audience. In a previous article, we analyzed Why digital signage is a perfect tool for “glocal” marketing. Find out now how retailers can easily adapt content to the local context, either through automation or by involving local content creators.
The challenges associated with creating local marketing content
Among the best practices of marketers is the creation of distinct content tailored to the different people who buy the brand's products. While a central marketing team will be able to create different content for different types of buyers quite easily, it will not be possible for them to adapt the content according to the location. If you have hundreds, if not thousands, of stores in different countries, a single team simply won't be able to create local content to deliver to every store. In this case, how do you integrate personalized content?
Automate adaptation to the local context thanks to a responsive platform
Automation is one of the ways at your disposal. With a SaaS (software as a service) digital signage solution such as that offered by Cenareo, even if you decide to manage the contents of your screens from a single main location, you will be able to adapt your content according to a number of external factors, such as the weather. So, Etam has chosen to partner with Cenareo in order to simplify and centralize the management of its digital signage screens in 4,000 stores. The platform makes it possible to automatically display various pre-programmed contents according to weather conditions. Thus, on the same day, if it rains in Brest while it is hot and sunny in Marseille, the display screens of the Breton store will be able to broadcast an advertisement for a warmer outfit, while in the Phocaean city, a new range of swimsuits can be presented.
This simple change may be enough to improve the effectiveness of your store signage. Weather-reactive advertising campaigns can be very effective. For example, Stella Cidre observed a 6% increase in its annual sales during a period when this technique was used. Another example: that of La Redoute, which used billboards equipped with weather sensors and published a series of ads based on weather conditions. This weather-responsive display campaign generated a 17% increase in sales.
Delegate the creation of dynamic content to store managers
To go further in adapting content to the local context, you can choose to involve local marketing or store management teams in content creation. Being as close as possible to your customers, they have information about their expectations and preferences. They know what products and services are of most interest to the community of people who frequent the store. Being able to communicate locally makes it possible to adopt a more targeted communication strategy, thanks to which the customer will feel better understood and closer to the brand. How can such a result be achieved? And how do you make sure that your audience expertise makes up for your lack of marketing expertise?
With Cenareo's SaaS digital signage platform, you can define multiple content creators, giving them different editing rights. We are talking about “Cooperative Management” here. Members of the same team have different levels of access. Thanks to an extremely simple process and a platform that is compatible with all common types of content (text, image, video files, social media content, etc.), it is easy to add content into pre-approved templates. With cooperative management, all content can be integrated into a global program, overseen by the main office for consistency and reporting purposes. Let's see how this works in practice.
“Glocal” digital signage strategy — Case study in the distribution sector: EUROREPAR Car Service
Our customer EUROREPAR Car Service has a vast network in France, composed of 1,400 garages dedicated to the maintenance and repair of vehicles of all brands. Each garage has a display screen allowing it to broadcast the EUROREPAR Car Service TV program, which works like a television channel. Content is created centrally but can be edited locally. Programs are added automatically and are updated regularly by the marketing team. For example, they may include promotional campaigns or advertisements broadcast nationally.
Each garage manager can take part in creating the contents of his garage. The process is simple. All they need to do is use the ready-to-use templates created and approved by the central marketing team by editing text and images to adapt their message. The advantage for each garage is that it benefits from the brand image of a national network, while promoting local offers, services and messages. Each garage manager thus puts a bit of his personality into the marketing strategy, which allows him to stand out from competing brands operating on a national scale. EUROREPAR very quickly observed results: the company noted an improvement in its brand image, increased customer loyalty and more effective promotions.
Thanks to its cloud-based dynamic content management system, Cenareo allows you to easily personalize and control your content, in order to adapt your commercial communications to both a local and general context. We help you get the best of both worlds, by delivering messages that are relevant and engaging for your local customers, but also in line with brand strategy and consistent with your other communications. Create digital signage content that is both more interesting and more consistent using a “glocal” model. No more screens that act as background noise: transform them into an attractive space that is always a source of relevant promotions.
All the news about digital signage and video
