Points of sale are increasingly equipped with screens to offer more flexible and dynamic content to their audience. However, the observation is that in most cases the management of screen content is complex, the interlocutors are multiple and technical intervention to deal with a malfunction is often long and painstaking. Even though screens should make life easier for communicators and improve the customer experience, they are becoming a cost center for businesses: in time, money, and energy.
It is in this context that the Etam group, which has more than 4,000 stores around the world, decided to transform the way it approaches its digital signage, in collaboration with Cenareo.
Redeploying digital communication
“Screens in store windows are now a normal situation. However, when these are not displayed or displayed incorrectly, this can have a direct impact on the communication and attractiveness of a store, because a black screen is a disappointing customer experience.”
Simon Caillot, Purchasing Manager, Etam Group
This situation was the one experienced by Etam because of a screen system that was complex to manage, expensive and requiring the intervention of multiple parties in case of questions, problems or breakdowns. Not to mention that as the number of stores increases, the more complex the situation is to manage and the more Field teams are deconcentrated from their main activities: sales and advice. It's to make more Efficient and more profitable\nits communication that the Etam group decided to trust Cenareo.
We were looking for a partner to facilitate the deployment and management of a large fleet of screens. Cenareo has established itself thanks to its ergonomic solution, which adapts the content to its distribution context, and to a technical team that ensured a seamless deployment.
Discover the testimony of Simon Caillot, Purchasing Manager, Etam Group
See the full story of the ETAM group
Specific needs for the brand
Multiple formats
Each store is equipped with different screen formats. Communication campaigns and content can therefore be worked on to adapt to all situations. Cenareo's solution is also capable of delivering personalized content for each point of sale.
Management autonomy
Controlled remotely, the screens can easily be updated in a few clicks by Etam teams, without going through a service provider.
Contextualization
Content can be adapted to external factors. If, during the same day, the weather is rainy in Brest and a big summer sun in Marseille, the screen of the Breton store will promote a warmer outfit, while that of the Phocaean city will be able to present a new range of swimsuits for example.
Fast management and proactive support
Thanks to the Cenareo SaaS platform, the brand knows exactly how many screens it has and what content is broadcast where. It can also act very quickly in the event of a problem (electrical failure, poorly adapted or poorly sized content, problem with a video, etc.) thanks to alerts updated in real time and a single point of contact.
” The time savings are phenomenal: the processing time to solve a technical problem has gone from one week to one day. For the store staff and for the head office, it is more than satisfactory. ”
Scalable solution
With points of sale in 55 countries, and a strong digitization of its tools, the Etam group must choose solutions capable of growing with it: multilingual support, technology that can easily be interfaced with third-party solutions, etc.
While brand communication is becoming more consistent for experiential content, this redeployment has led to an increase in the average basket thanks to the content broadcast, to better capture attention thanks to the dynamic of the messages and to high added value personalization to better meet customer expectations.
Points of sale are increasingly equipped with screens to offer more flexible and dynamic content to their audience. However, the observation is that in most cases the management of screen content is complex, the interlocutors are multiple and technical intervention to deal with a malfunction is often long and painstaking. Even though screens should make life easier for communicators and improve the customer experience, they are becoming a cost center for businesses: in time, money, and energy.
It is in this context that the Etam group, which has more than 4,000 stores around the world, decided to transform the way it approaches its digital signage, in collaboration with Cenareo.
Redeploying digital communication
“Screens in store windows are now a normal situation. However, when these are not displayed or displayed incorrectly, this can have a direct impact on the communication and attractiveness of a store, because a black screen is a disappointing customer experience.”
Simon Caillot, Purchasing Manager, Etam Group
This situation was the one experienced by Etam because of a screen system that was complex to manage, expensive and requiring the intervention of multiple parties in case of questions, problems or breakdowns. Not to mention that as the number of stores increases, the more complex the situation is to manage and the more Field teams are deconcentrated from their main activities: sales and advice. It's to make more Efficient and more profitable\nits communication that the Etam group decided to trust Cenareo.
We were looking for a partner to facilitate the deployment and management of a large fleet of screens. Cenareo has established itself thanks to its ergonomic solution, which adapts the content to its distribution context, and to a technical team that ensured a seamless deployment.
Discover the testimony of Simon Caillot, Purchasing Manager, Etam Group
See the full story of the ETAM group
Specific needs for the brand
Multiple formats
Each store is equipped with different screen formats. Communication campaigns and content can therefore be worked on to adapt to all situations. Cenareo's solution is also capable of delivering personalized content for each point of sale.
Management autonomy
Controlled remotely, the screens can easily be updated in a few clicks by Etam teams, without going through a service provider.
Contextualization
Content can be adapted to external factors. If, during the same day, the weather is rainy in Brest and a big summer sun in Marseille, the screen of the Breton store will promote a warmer outfit, while that of the Phocaean city will be able to present a new range of swimsuits for example.
Fast management and proactive support
Thanks to the Cenareo SaaS platform, the brand knows exactly how many screens it has and what content is broadcast where. It can also act very quickly in the event of a problem (electrical failure, poorly adapted or poorly sized content, problem with a video, etc.) thanks to alerts updated in real time and a single point of contact.
” The time savings are phenomenal: the processing time to solve a technical problem has gone from one week to one day. For the store staff and for the head office, it is more than satisfactory. ”
Scalable solution
With points of sale in 55 countries, and a strong digitization of its tools, the Etam group must choose solutions capable of growing with it: multilingual support, technology that can easily be interfaced with third-party solutions, etc.
While brand communication is becoming more consistent for experiential content, this redeployment has led to an increase in the average basket thanks to the content broadcast, to better capture attention thanks to the dynamic of the messages and to high added value personalization to better meet customer expectations.
