Discover how the first local cultural network managed to reinvent itself thanks to the digitization of its points of sale.
- + 12% in monthly payments including + 37.3% in Toys, 24.5% in Multimedia and +15.8% in Food
- Modernization of the brand's store concept
- Clarifying and simplifying the customer journey
- Better visibility of the entire offer
- Dissemination of national and local content
Read the press article: usine-digitale.fr
To transform or to take the risk of disappearing
This situation is that of many retail networks that have been facing profound changes over the past several years. To reinvent themselves, retailers are now banking on a redesigned and digitized customer journey. Spearheading this digitalization of the point of sale: dynamic signage. Illustration with the reinvention of the Maison de la Presse network.
A new concept to meet new needs
The Maison de la Presse brands are the first local cultural network. In order to modernise its stores, the NAP group, which runs and develops the brand, launched a new Maison de la Presse concept called “convergence” in 2018.
” The aim is to rethink stores from top to bottom to Clarifying and simplifying the customer journey. If the facade, layout, furniture and signage are changing, it is especially the digitalization, a strong marker of the concept which modernises and reinvigorates the brand. ” says Christine Masurel, Communication and Management Director, NAP group.
For the brand's points of sale with a very diversified product and service offer (press, bookstore, telephone, telephone, games/toys, snacks, tobacco, stationery, stationery, parcel shipping, convenience store, etc.), digital signage is an excellent tool for promoting and strengthening the visibility of the entire offer by relying on screens placed strategically: in the window at the entrance of the store or directly integrated into the product line.
Very rooted in its territory, each Press House relays on its digital screens The news of the city where it is located and fully assumes its role as a local cultural player. (Exhibitions, upcoming activities in a media library, public health information, author signings, etc.). Digital signage is also the perfect tool for recruiting and retaining new customers.
Monetization of screens: premium visibility for advertising partners
“For the brand's commercial partners, this new medium makes it possible to reinvent the traditional promotional devices already in place within retailers, by multiplying the possibilities of premium visibility thanks to 360° campaigns.“explains Christine Masurel, Communication and Management Director, NAP group.
Today, more than 50 points of sale have integrated this new concept and are equipped with the Cenareo solution: each store has at least one screen in the window. In all, more than 100 Cenareo screens have been deployed.
Thanks to this new concept and the integration of digital signage, the brand was able to observe an increase of 12.3% in monthly payments with nearly 40% growth on toys, 25% on multimedia and more than 15% on food.
(Increase in average cash receipts observed from January to December 2019 (vs. 2018) in modernized stores.)
How does digital signage work within the Maison de la Presse network?
In Maison de la Presse stores, the screens placed at the head of the gondola bring commercial activity to life through the highlights of the year (end of year celebrations, Father's and Mother's Day, summer season, back to school, etc.). The products positioned on the Tête de Gondole shelf benefit from dedicated visibility via the spots broadcast on the screen to increase impulse purchases.
While the content is essentially national, each manager can now personalize local communication from its point of sale from several available models. It is a good practice to ensure brand consistency across the network, while giving stores the freedom to get the word out relevant and adapted according to their needs, their audience and their territory. The NAP group also adapts national content according to the offer of the point of sale, such as the existence of relay point services (La Poste, Amazon), the presence of Free terminals, express shipping with DHL, etc. Enough to build customer loyalty for transform a simple store into a multimedia and multi-service hub.
And during the lockdown period?
Since the press is part of the “essential” activities, 90% of the points of sale remained open during the lockdown. The screens were all the more useful during this period because they made it possible to relay official prevention messages. The customer journey was thus able to be streamlined and customers reassured thanks to the good communication of hygiene instructions.
Many other businesses being closed, the screens made it possible to highlight the extent of the offer that is sometimes unknown: stationery, games, toys, books... to best meet the needs of citizens.
And Cenareo in the story?
NAP started using the Cenareo platform to meet the need for harmonization of the internal communication with employees at its two sites: Toulouse and Paris. Convinced by the easy to install and use of the solution and the ability, in the long term, to entrust part of its management to its members, NAP chose toextend the use of the solution to its points of sale. The platform's functionalities perfectly met the challenges of the retail world to generate traffic and increase the average basket.
The NAP group and Françaises des Jeux have developed with the technical support of Cenareo a data feed that is updated automatically allowing you to display the amount of the prize pools in real time. For the point of sale manager, no manipulation is expected after a new draw, as the information is automatically updated. A perfect way to take advantage of the potential offered by digital signage.
For the Maison de la Presse network, dynamic signage is a flexible solution that can be used by members themselves. An easy to use tool, very impacting to facilitate the readability of a growing offer, and which seduces by its efficiency.
Discover how the first local cultural network managed to reinvent itself thanks to the digitization of its points of sale.
- + 12% in monthly payments including + 37.3% in Toys, 24.5% in Multimedia and +15.8% in Food
- Modernization of the brand's store concept
- Clarifying and simplifying the customer journey
- Better visibility of the entire offer
- Dissemination of national and local content
Read the press article: usine-digitale.fr
To transform or to take the risk of disappearing
This situation is that of many retail networks that have been facing profound changes over the past several years. To reinvent themselves, retailers are now banking on a redesigned and digitized customer journey. Spearheading this digitalization of the point of sale: dynamic signage. Illustration with the reinvention of the Maison de la Presse network.
A new concept to meet new needs
The Maison de la Presse brands are the first local cultural network. In order to modernise its stores, the NAP group, which runs and develops the brand, launched a new Maison de la Presse concept called “convergence” in 2018.
” The aim is to rethink stores from top to bottom to Clarifying and simplifying the customer journey. If the facade, layout, furniture and signage are changing, it is especially the digitalization, a strong marker of the concept which modernises and reinvigorates the brand. ” says Christine Masurel, Communication and Management Director, NAP group.
For the brand's points of sale with a very diversified product and service offer (press, bookstore, telephone, telephone, games/toys, snacks, tobacco, stationery, stationery, parcel shipping, convenience store, etc.), digital signage is an excellent tool for promoting and strengthening the visibility of the entire offer by relying on screens placed strategically: in the window at the entrance of the store or directly integrated into the product line.
Very rooted in its territory, each Press House relays on its digital screens The news of the city where it is located and fully assumes its role as a local cultural player. (Exhibitions, upcoming activities in a media library, public health information, author signings, etc.). Digital signage is also the perfect tool for recruiting and retaining new customers.
Monetization of screens: premium visibility for advertising partners
“For the brand's commercial partners, this new medium makes it possible to reinvent the traditional promotional devices already in place within retailers, by multiplying the possibilities of premium visibility thanks to 360° campaigns.“explains Christine Masurel, Communication and Management Director, NAP group.
Today, more than 50 points of sale have integrated this new concept and are equipped with the Cenareo solution: each store has at least one screen in the window. In all, more than 100 Cenareo screens have been deployed.
Thanks to this new concept and the integration of digital signage, the brand was able to observe an increase of 12.3% in monthly payments with nearly 40% growth on toys, 25% on multimedia and more than 15% on food.
(Increase in average cash receipts observed from January to December 2019 (vs. 2018) in modernized stores.)
How does digital signage work within the Maison de la Presse network?
In Maison de la Presse stores, the screens placed at the head of the gondola bring commercial activity to life through the highlights of the year (end of year celebrations, Father's and Mother's Day, summer season, back to school, etc.). The products positioned on the Tête de Gondole shelf benefit from dedicated visibility via the spots broadcast on the screen to increase impulse purchases.
While the content is essentially national, each manager can now personalize local communication from its point of sale from several available models. It is a good practice to ensure brand consistency across the network, while giving stores the freedom to get the word out relevant and adapted according to their needs, their audience and their territory. The NAP group also adapts national content according to the offer of the point of sale, such as the existence of relay point services (La Poste, Amazon), the presence of Free terminals, express shipping with DHL, etc. Enough to build customer loyalty for transform a simple store into a multimedia and multi-service hub.
And during the lockdown period?
Since the press is part of the “essential” activities, 90% of the points of sale remained open during the lockdown. The screens were all the more useful during this period because they made it possible to relay official prevention messages. The customer journey was thus able to be streamlined and customers reassured thanks to the good communication of hygiene instructions.
Many other businesses being closed, the screens made it possible to highlight the extent of the offer that is sometimes unknown: stationery, games, toys, books... to best meet the needs of citizens.
And Cenareo in the story?
NAP started using the Cenareo platform to meet the need for harmonization of the internal communication with employees at its two sites: Toulouse and Paris. Convinced by the easy to install and use of the solution and the ability, in the long term, to entrust part of its management to its members, NAP chose toextend the use of the solution to its points of sale. The platform's functionalities perfectly met the challenges of the retail world to generate traffic and increase the average basket.
The NAP group and Françaises des Jeux have developed with the technical support of Cenareo a data feed that is updated automatically allowing you to display the amount of the prize pools in real time. For the point of sale manager, no manipulation is expected after a new draw, as the information is automatically updated. A perfect way to take advantage of the potential offered by digital signage.
For the Maison de la Presse network, dynamic signage is a flexible solution that can be used by members themselves. An easy to use tool, very impacting to facilitate the readability of a growing offer, and which seduces by its efficiency.
