Match Supermarkets have launched a new highly digitized store concept.
Among their goals: facilitate and personalize the real-time communication of each store. An initiative that is fully in line with the digitalization of the customer journey. At the end: a smoother user experience, a modernized brand image and a strengthened customer relationship.
71% of consumers find on-screen communication interesting and 63% find it informative [1]. The value of digital signage in distribution is well established. An observation that prompted Match Supermarkets to launch a reflection around a new concept. Their first digital point of sale thus opened its doors in 2017.
“We worked with Cenareo and a technical partner on the installation of the first ten screens in our test store, explains Marion Van Mullem, Communication and Concept Manager at Match Supermarkets. A very successful first achievement that opened the door to a greater deployment of digital signage in our stores.”
Since then, 80 screens have been deployed in more than fifty stores, which is almost half of the distributor's fleet.
Dematerialized, personalized and instant communication
Located at strategic points, these screens are intended to present specific messages: at the entrance to display store information (hours, opening days, etc.); in the Catering “corners” to inform about the products, their origin, their quality...; and at the checkout to announce future offers, the advantages of the Loyalty Card and prepare for the next visit.
This “library of screens” allows us to push content adapted to each store and each service: Drive, Click & Collect... The use of the solution is really very smooth. We can easily set up different communications on the same day.
Marion Van Mullem, Communication and Concept Manager, Match
Between five and ten messages are thus pushed each day on each screen. Multi-screen management controlled from the seat by the Digital team. Once the first content has been loaded into the Cenareo solution for the first screens, the four members of the team now each spend around half an hour per week updating all the content.
Fifty additional screens dedicated to an exclusive brand
A speed combined with an ease of installation and use that pushed the brand to go further in the dematerialization of its advertising at the point of sale (POS): Fifty smaller screens connected to Wi-Fi have thus been set up in fifty stores. in order to promote an organic brand that it has exclusive rights in France.
“The idea is to offer educational content to present the history and values of the brand, but also value-added information such as recipes for example. Wi-Fi has greatly facilitated the installation of these terminals. Our POS is thus aligned in real time in all of our equipped points of sale.”
In addition, there is no need to ask store managers and teams to update product communication! A real advantage in terms of logistics and a time saver that is very much appreciated by employees.
The door open to a new business model
Next step: identify a new economic model in order to equip all supermarkets with digital signage devices. The brand is therefore in negotiations with Smartmedia to finance its investment through advertising on outdoor screens (parking, etc.) but also inside its stores.
“We can already say that our concept is working. The customer experience is very satisfying because we can send the right message to the right place at any time. In addition, the quality and aesthetics of the screens contribute fully to improving the customer journey. For our employees, it is also a real pride to take part in the modernization of our brand image.”
Digital signage is now an integral part of the revival of Match supermarkets and truly contributes to creating a new and highly qualitative experience.
[1] According to an AMCA study, 2010
Match Supermarkets have launched a new highly digitized store concept.
Among their goals: facilitate and personalize the real-time communication of each store. An initiative that is fully in line with the digitalization of the customer journey. At the end: a smoother user experience, a modernized brand image and a strengthened customer relationship.
71% of consumers find on-screen communication interesting and 63% find it informative [1]. The value of digital signage in distribution is well established. An observation that prompted Match Supermarkets to launch a reflection around a new concept. Their first digital point of sale thus opened its doors in 2017.
“We worked with Cenareo and a technical partner on the installation of the first ten screens in our test store, explains Marion Van Mullem, Communication and Concept Manager at Match Supermarkets. A very successful first achievement that opened the door to a greater deployment of digital signage in our stores.”
Since then, 80 screens have been deployed in more than fifty stores, which is almost half of the distributor's fleet.
Dematerialized, personalized and instant communication
Located at strategic points, these screens are intended to present specific messages: at the entrance to display store information (hours, opening days, etc.); in the Catering “corners” to inform about the products, their origin, their quality...; and at the checkout to announce future offers, the advantages of the Loyalty Card and prepare for the next visit.
This “library of screens” allows us to push content adapted to each store and each service: Drive, Click & Collect... The use of the solution is really very smooth. We can easily set up different communications on the same day.
Marion Van Mullem, Communication and Concept Manager, Match
Between five and ten messages are thus pushed each day on each screen. Multi-screen management controlled from the seat by the Digital team. Once the first content has been loaded into the Cenareo solution for the first screens, the four members of the team now each spend around half an hour per week updating all the content.
Fifty additional screens dedicated to an exclusive brand
A speed combined with an ease of installation and use that pushed the brand to go further in the dematerialization of its advertising at the point of sale (POS): Fifty smaller screens connected to Wi-Fi have thus been set up in fifty stores. in order to promote an organic brand that it has exclusive rights in France.
“The idea is to offer educational content to present the history and values of the brand, but also value-added information such as recipes for example. Wi-Fi has greatly facilitated the installation of these terminals. Our POS is thus aligned in real time in all of our equipped points of sale.”
In addition, there is no need to ask store managers and teams to update product communication! A real advantage in terms of logistics and a time saver that is very much appreciated by employees.
The door open to a new business model
Next step: identify a new economic model in order to equip all supermarkets with digital signage devices. The brand is therefore in negotiations with Smartmedia to finance its investment through advertising on outdoor screens (parking, etc.) but also inside its stores.
“We can already say that our concept is working. The customer experience is very satisfying because we can send the right message to the right place at any time. In addition, the quality and aesthetics of the screens contribute fully to improving the customer journey. For our employees, it is also a real pride to take part in the modernization of our brand image.”
Digital signage is now an integral part of the revival of Match supermarkets and truly contributes to creating a new and highly qualitative experience.
[1] According to an AMCA study, 2010
