Digital signage in franchise networks: The V and B case

Overview of the V&B franchise network

V and B is a franchise network that stands out for its model : a bar, for afterwork, is attached to a cellar. The consumer has the option of taking what he has tasted at the bar, and vice versa, he can enjoy at the bar what he has just bought in the cellar. The originality of the concept and the model in Franchise fashion require the following observations to be made:

1. The specificities of the concept are unknown: The breadth of the range is difficult to put forward (more than 300 references), in addition there are a lack of understanding of the values of the brand and the possible interactions between the cellar and the bar
2. Waiting times are untapped (during the service, when picked up at the bar, when checking out in the cellar area...)

It is in this context that the franchise network came into contact with Cenareo in order to set up a system of responsive and modular digital signage screens.

The strategic objectives of network digitalization

• Transformer the waiting time in time to discover by promoting products.
• Harmonize brand image in all franchises through audiovisual production.
• Highlight the originality of the concept thanks to an innovative communication tool.
• Communicate on exceptional offers thanks to content that can be broadcast on screen.
• Arouse more affect and sensations.
• Piloting the brand at the global level and let the manager become a local communication relay.

‍

The criteria for selecting the digital signage solution

The brand focused on finding a modular solution., which allows the modification of broadcast content according to local specificities.

With 155 stores in 2018, retain a scalable screen solution in all points of sale and capable of being deployed regardless of the level of equipment of the franchises was a pressing need.

But above all, it was necessary for the CMS to be implemented in points of sale without requiring training time or requiring managers to use them in a difficult way.

Deploying the solution: contextualized content

• Bar area : digital map display and its adaptability to stock levels, seasonality and local specificities while capitalizing on qualitative visuals and information Corporates common to franchises.
• Cellar space : setting up interactive games to discover the brands distributed, highlighting promotions, discovering the V and B offer.

What results?

→ See two examples of the use of screens at VandB

• Monetization of VandB screens
• Synchronizing all screens to announce a surprise to VandB customers

With 120 points of sale equipped with our digital signage system in one year, the mission is a success for the project developers and Cenareo.

They have won the support of franchise managers; flexibility and responsiveness to price and stock changes being key criteria for the approval of platform users.

The benefits of the digitalization strategy can be summarized in 4 words: finding, palatability, heed, reinsurance.

• Refocusing on one of the values of the brand thanks to better visibility of the offer and the harmonization of the image in franchises: the discovery
• Visual promotion of products and contextualization: appetite
• Dynamic emphasis: attention
• Illustrated offer: reinsurance

More discovery and real time savings!

Cenareo offers an intuitive, scalable Saas solution and perfectly adapted to the needs of communication professionals in all sectors of activity: Points of sale, Internal communication, Hotels and restaurants but also DOOH.