Interview with Sébastien Beaufils, Digital Trade Manager, PPG Industrie
About PPG and Comptoir Seigneurie Gauthier:
200 stores in France selling paint and varnish for individuals and professionals. Comptoir Seigneurie Gauthier is part of the PPG Industries group, a leader in the coatings and specialty products industry.
Why was the digital signage project strategic for you?
The objective is twofold, to reduce the sending of paper to stores, but also to be more reactive in the deployment of our communications.
We needed to deploy a rapid communication tool to homogenize communications in points of sale. The project was strongly approved by the sales department and, of course, supported by the marketing teams, who found a physical relay for all their activities. Online.
In addition to the commercial benefit, screens bring freshness to the store, unlike old posters and brochures.
“Digital signage makes it possible to animate points of sale and commercial operations in a more active way. “,
What is your communication strategy for this medium?
In our stores, our customers have to wait several minutes for their order to be prepared or for our products to be dyed. This is why we have imagined a convivial space, where our customers can share a coffee and talk with our teams. The screens are positioned in these strategic spaces and relay our communications. We mainly broadcast videos about our news or commercial events that aim to reduce the feeling of waiting, while promoting all our offers and services. These convivial spaces are places for our customers to socialize, around our brand and that of our suppliers.
The big advantage of Cenareo is that the solution allows us great granularity in communication. We can adapt the messages according to the geographical area or the sector in which the point of sale is located. The messages have much more impact and are really adapted to the needs of each store.
“The moments of waiting have become moments of socialization around our brand and those of our suppliers.”
And tomorrow, what will digital signage be at PPG?
Screens are an essential tool, each time a store is opened, it is a prerequisite. While the first problem addressed is to distribute content quickly and effectively, we are looking to go further today by monetizing our fleet with our suppliers. We offer an omnichannel communication package to our advertisers, with a web presence, emailings and communication campaigns on our screens. This last component often attracts the interest of our partners, who are assured of reaching a truly qualified target who is as close as possible to the act of purchase. The objective is, in the long term, to make screens fully profitable thanks to this source of income.
“We offer an omnichannel communication package to our advertisers, with a web presence, emailings and communication campaigns on our screens. “,
What were your criteria for selecting your digital signage solution?
First, it's the simplicity of deploying the solution. We soon have 200 points of sale with different provisions and constraints. Initially, this required a logistical effort and the involvement of numerous teams, such as general services or construction, to install new equipment throughout the network. Subsequently, the commissioning of the Plug & Play solution was highly appreciated by the teams.
The security of our IT infrastructures is taken very seriously at PPG, the solution proposed by Cenareo was able to meet all these security requirements requested by our IT. We therefore opted for a SaaS solution, which was both very secure and easy to set up.
Finally, the ease of use and maintenance on a daily basis were taken into account. We were looking for a solution to gain agility and speed in our communication, so there was no question of wasting our teams' time with too complex content and screen management.
3 selection criteria:
✅ Easy to deploy
✅ Easy to use and maintain
✅ Safety
Digital signage at the point of sale makes it possible to reduce the perceived waiting time and to animate commercial operations to improve the customer experience. You can also monetize your screens thanks to our Saas solution that is intuitive, scalable and perfectly adapted to the needs of retail professionals.
Interview with Sébastien Beaufils, Digital Trade Manager, PPG Industrie
About PPG and Comptoir Seigneurie Gauthier:
200 stores in France selling paint and varnish for individuals and professionals. Comptoir Seigneurie Gauthier is part of the PPG Industries group, a leader in the coatings and specialty products industry.
Why was the digital signage project strategic for you?
The objective is twofold, to reduce the sending of paper to stores, but also to be more reactive in the deployment of our communications.
We needed to deploy a rapid communication tool to homogenize communications in points of sale. The project was strongly approved by the sales department and, of course, supported by the marketing teams, who found a physical relay for all their activities. Online.
In addition to the commercial benefit, screens bring freshness to the store, unlike old posters and brochures.
“Digital signage makes it possible to animate points of sale and commercial operations in a more active way. “,
What is your communication strategy for this medium?
In our stores, our customers have to wait several minutes for their order to be prepared or for our products to be dyed. This is why we have imagined a convivial space, where our customers can share a coffee and talk with our teams. The screens are positioned in these strategic spaces and relay our communications. We mainly broadcast videos about our news or commercial events that aim to reduce the feeling of waiting, while promoting all our offers and services. These convivial spaces are places for our customers to socialize, around our brand and that of our suppliers.
The big advantage of Cenareo is that the solution allows us great granularity in communication. We can adapt the messages according to the geographical area or the sector in which the point of sale is located. The messages have much more impact and are really adapted to the needs of each store.
“The moments of waiting have become moments of socialization around our brand and those of our suppliers.”
And tomorrow, what will digital signage be at PPG?
Screens are an essential tool, each time a store is opened, it is a prerequisite. While the first problem addressed is to distribute content quickly and effectively, we are looking to go further today by monetizing our fleet with our suppliers. We offer an omnichannel communication package to our advertisers, with a web presence, emailings and communication campaigns on our screens. This last component often attracts the interest of our partners, who are assured of reaching a truly qualified target who is as close as possible to the act of purchase. The objective is, in the long term, to make screens fully profitable thanks to this source of income.
“We offer an omnichannel communication package to our advertisers, with a web presence, emailings and communication campaigns on our screens. “,
What were your criteria for selecting your digital signage solution?
First, it's the simplicity of deploying the solution. We soon have 200 points of sale with different provisions and constraints. Initially, this required a logistical effort and the involvement of numerous teams, such as general services or construction, to install new equipment throughout the network. Subsequently, the commissioning of the Plug & Play solution was highly appreciated by the teams.
The security of our IT infrastructures is taken very seriously at PPG, the solution proposed by Cenareo was able to meet all these security requirements requested by our IT. We therefore opted for a SaaS solution, which was both very secure and easy to set up.
Finally, the ease of use and maintenance on a daily basis were taken into account. We were looking for a solution to gain agility and speed in our communication, so there was no question of wasting our teams' time with too complex content and screen management.
3 selection criteria:
✅ Easy to deploy
✅ Easy to use and maintain
✅ Safety
Digital signage at the point of sale makes it possible to reduce the perceived waiting time and to animate commercial operations to improve the customer experience. You can also monetize your screens thanks to our Saas solution that is intuitive, scalable and perfectly adapted to the needs of retail professionals.
