The importance of the consistency of your brand image across your network.
A network manager delegates to its affiliates the communication of its identity to consumers. But how do you insure your mastery and its proper exploitation? To answer this problem, it is essential to address the question of communication at the point of sale.
Point of sale communication, a brand image tool
La brand perception, that is to say brand image, is a belief system that allows the consumer to make the brand a landmark : this brand meets this level of quality, price, or experience. If the perception remains stable and is shared by all consumers, The brand is reliable.
But if the image is not constant from one point of sale to another, this can lead to a loss of reference, and therefore of trust, among customers.
The in-store customer experience is an essential component of brand image. One of the pillars of the experience is communication at the point of sale : where/how can I be informed about the product/brand/ the offer? What is the quality of this information and its content?
The difficult mastery of in-store communication by franchisors and network managers
A brand is managed at the level global, but franchisees and points of sale are local relays.
If in-store campaigns and communication tone should be consistent, there is a real opportunity to let the franchisee or affiliate speak up as well. Indeed, he knows his local target better, masters its specificities, and can thus liven its point of sale, ensure that information is always up to date and be flexible. But, for their speeches, the franchisee or the manager of a point of sale does not necessarily have the tools to create, broadcast or update their communications. Thus, due to lack of time or resources, local speeches are abandoned, not or poorly exploited.
In addition, we must also highlight the difficulty of managing the life of global campaigns by the head office across the entire network, due to a lack of visibility on the actions carried out in stores. This lack of visibility also does not make it possible to have a role in advising or helping with local initiatives.
Digital signage: mastering communication and generating local opportunities
Digital signage makes it possible to remotely manage and broadcast content across an entire fleet of screens.
Bringing together national communication and the local specificities of points of sale
Management of national or regional campaigns
By deploying a communication system centrally, at a distance, and common to all of its points of sale, the network manager can ensure the distribution of campaigns throughout its network. In addition to perfectly synchronizing the time parameters of his campaign, he can manage the location parameters through a fleet segmentation system. He remains in control of the criteria for the distribution of his communications.
In addition to rendering messages consistent between points of sale, dynamic signage, controlled in SaaS mode, makes them consistent on all communication channels. Indeed, web campaigns, flash promotions by email, even over short periods of time, can be relayed and scheduled across all stores in a synchronized manner.
Collaborative management: a balanced sharing of screens
One collaborative management of the fleet of screens, through the distribution of voice shares, allows the different actors to make their messages coexist. The franchisee must be able to address its customers according to their habits, regional specificities, or even according to stocks of goods or special operations. However, leaving your own hands does not mean losing control of brand identity: since a management platform is a centralized tool, the content broadcast remains visible to administrators.
A simple handling
It is essential to offer a solution that is comfortable both in terms of organization and use: the handling must be simple, whether for the management of a screen by a non-communicator, or for the deployment of campaigns throughout the park.
The connected screen: a unique tool for different communication goals
Digital signage is a tool for standardizing statements between different points of sale physical but also between the different channels. Thus, it can be part of an omnichannel and homogeneous communication strategy that, however, leaves room for personalization. It is a flexible and unique communication medium that meets various communication objectives: promotional and institutional content, product information etc. depending on the need.
Digital signage in SaaS mode, a tool for homogeneous communication
Digital signage is a privileged tool to maintain control of your in-store communication and at the same time to give franchisees and managers the opportunity to best conquer their targets. With your communication under control, you benefit from a standardized brand image that enhances your brand, both for consumers, but also for franchisees, and future franchisees.
Discover the example of Eurorepar Car Services garages that have optimized the local communication of their points of sale thanks to digital signage. They have included communication screens in their 360° communication strategy, which allows them to more effectively relay the power of their national brand and thus benefit all garages.
Cenareo offers a dynamic signage solution offering powerful possibilities and yet extremely easy to use.
You have a digital signage project, ask for a demonstration.
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