Digital signage solutions can significantly increase sales. Retailers understood this well: 60% of them want to use this digital communication tool. To guarantee maximum profitability on their project, they will of course have to take care to optimize the costs of purchasing equipment. But not only that. The costs associated with the installation, integration and management of the screen fleet should also be taken into account. Hence, the interest in being supported by the right digital transformation partner...
💸 Digital signage project: watch out for hidden costs...
Digital communication solutions are a powerful lever of the omnichannel strategy, promoting the creation of values. But to guarantee an optimal ROI on your digital transformation project, it will of course be useful at the same time to reduce your costs. A fundamental error would be to consider only the costs generated by the purchase of screens. Other “indirect costs” can in fact affect the profitability of a project in the longer term.
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The total cost of ownership (TCO) of digital signage thus summarizes all of these “hidden costs” that are added to the purchase of a digital signage solution: installation of equipment, cost of operating screens, maintenance... Costs that must be considered absolutely and that can (and must) be optimized.
🔂 Choose only one partner to reduce costs
The best option is to choose the accompaniment ofa unique digital transformation partner capable of intervening throughout the project value chain. An actor, of course, in a position to ensure the transparency of the digital communication solution, but also to put its expertise to good use on all key phases of a project.
This support is doubly beneficial. It guarantees to reduce application management and maintenance costs. It also makes it possible to improve responsiveness and operational efficiency.
Rationalization of costs: Boulanger's inspiring example
Boulanger had thus already shown the way by choosing to drastically reduce its list of partners. A strategy that has paid off in more than one way. In particular, the company benefited from better operational efficiency, better monitoring of expenses and screens, and gains in fleet management. In total, The brand benefitted from a 30% reduction in its costs.
Relying on the expertise of a unique partner to lead your digital transformation seems to be the best option. But how can you be sure you're making the right choice?
🤝 Choosing the right digital transformation partner
To identify the ideal stakeholder, it is essential to understand what their level of intervention will be at all the key stages of their digital signage project:
1) Deployment
A clear vision of the deployment phase should be provided to the customer. The intervener will thus have to prove his ability to commit to an installation schedule, punctuated by the delivery of various deliverables that will testify to the good progress of the project. He must also show that he has the internal resources to install the software solution and/or the screen fleet as soon as possible.
2) Onboarding
To ensure that internal teams will be able to easily take control of the tools, the digital transformation partner will also have to prove that it will know how to increase their skills. Training and the provision of best practices will thus be the guarantee of a successful integration.
3) Follow-up and optimization
A single entry point for all customer requests, a Customer Success Manager is the guarantor of the success of a project. In collaboration with the partner's internal teams, he will be able to monitor the project and be proactive about actions that will optimize the campaigns and their performance. His role is also to communicate all useful information and to continuously train his client on the evolution of the tools.
4) Bracket
“The screens were dysfunctional and were eventually switched off by the teams... without us receiving any alerts.”
Marion Montambaux - Baker
Here is the type of situation, previously experienced by Boulanger, that must be avoided at all costs. Automated alerts must therefore prevent a malfunction, to also guarantee better reactivity. The project is managed calmly, with guaranteed operational efficiency and without unnecessary loss of money.
Before initiating a phygital project, it is therefore essential to identify an efficient and “Plug-and-Play” digital communication solution. Easy to understand, it will require only limited maintenance. But the right partner in a digital transformation is one who will be able to offer, in addition to its software expertise, a service and advice that covers the needs of a customer throughout their project.. Only support that combines these two dimensions makes it possible to reduce costs in the long term.
Cenareo puts its phygital expertise at the service of global support for its customers with a team dedicated to the deployment of each of their digital signage projects. For sustainable and optimal screen fleet performance.
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