.webp)
A subsidiary of the Swedish manufacturer Volvo Cars, Volvo Car France relies on a network of 125 dealerships to support its customers on a daily basis. A national presence that is accompanied by a strong requirement: to offer the same premium experience, regardless of the point of contact.
A multi-channel communication strategy managed from the head office
At Volvo Car France, communication is designed both at the national level to embody the vision of the brand, and at the local level to offer an aligned customer experience in each dealership. Victoria Aubry, marketing and communication manager, is leading this hybrid organization, in direct contact with the 30 dealership marketing managers. Its role is to support field teams to ensure coherent communication in line with the brand's premium image, while respecting local specificities.
Volvo's marketing strategy is based on three key levels of the funnel:
- Notoriety : Increase the visibility of the brand, which is still poorly recognized in France, with a spontaneous reputation of around 8%.
- Consideration : Encourage drivers to consider Volvo when considering a purchase.
- Conversion : Realize the purchase intention through targeted offers on new and used vehicles or after-sales services.
But beyond performance, Volvo also seeks to nourish emotions and make people dream. A visit to a dealership, which is often rare (once a year on average), becomes a key moment of interaction between the brand and its customers. It is a valuable opportunity to show the evolution of the brand, its modernization, and maintain the link with a loyal customer base.
A content strategy on screen at the service of the national and local
Responding to brand consistency challenges
Before implementing the Cenareo solution, Volvo Car France had to meet several challenges to support its upmarket strategy.
- Harmonization of communication topics across the network. The messages broadcast in dealerships must reflect a common editorial line, in line with the highlights defined at the national level.
- Harmonization of the charter and visual identity: each site must rigorously apply Volvo's graphic charter in order to ensure a coherent and qualitative visual experience, reflecting the brand's premium positioning.
A synchronized broadcast of highlights
To achieve its communication goals, Volvo Car France has implemented a screen-based content strategy designed to reinforce coherence at the national level, while promoting the richness of its messages.
One of the major levers is the synchronization of highlights in all dealerships. Whether it is the launch of a new vehicle or the distribution of a commercial offer, the message is broadcast simultaneously everywhere in France, thus guaranteeing a reinforced impact and a homogeneous brand image.
To support this strategy, Volvo relies on a key feature of the Cenareo platform: the management of event campaigns. This makes it possible to automate the increase in broadcast frequency as an event approaches, thus ensuring maximum visibility at the right time, without manual intervention by local teams.
A mix of premium and localized content
The screens broadcast a variety of content, carefully designed to embody the brand:
- Brand films from international media campaigns
- Locally produced videos with French content creators to better embody Volvo's DNA. These videos are designed to enhance the brand experience in more immersive and more human settings and settings.
The screen is also a performance tool for broadcasting commercial offers on new vehicles. For example, the “Privileges V+” loyalty program, reserved for customers who own a Volvo that is more than five years old, is regularly promoted there.
Supervised local flexibility
While the majority of content is managed from headquarters to ensure optimal quality and consistency, dealerships still have a certain amount of flexibility. If they wish, they can enrich the program with local content, in particular via a template dedicated to the promotion of used vehicles specific to their stock.
This approach leaves room for local personalization while simplifying content management. This is a real advantage for teams in the field, who particularly appreciate the content provided and updated regularly by headquarters, which relieves them entirely of this responsibility.
Continuity even within the walls of the headquarters
Screens are not only available in dealerships: Volvo also uses them on its premises. At the Volvo Car France headquarters, screens installed in the break rooms allow employees to view the content broadcast in the dealerships. A concrete way to reconnect headquarters to realities in the field, and to better put yourself in the shoes of customers.
145 screens, 125 dealerships: a national rollout
The deployment of the Cenareo solution took place in an organized and national manner, with a dedicated technical team from Cenareo ensuring the installation on all dealerships. The project, carried out over about six weeks, made it possible to quickly equip all dealerships across France.
To ensure a good grip, local marketing managers were trained and integrated into the project, with personalized access to the back office. Volvo also supported dealerships financially, facilitating deployment and logistics.
Today, 145 screens are installed in 125 French dealerships, confirming the scale and success of this project.
A tool that has become key to the performance of Volvo dealerships
The marketing teams in dealerships were quickly convinced by the simplicity, ease of use of the tool and the quality of the content broadcast. Based on the success, the number of licenses increased by 20%, driven by numerous spontaneous additional orders after the initial deployment. To cover all customer traffic areas (showroom and waiting room), dealerships have completed their installations, thus ensuring visual coherence in all spaces.
This widespread adoption by the 125 dealerships has led to real awareness.
“We leave nothing to chance when it comes to the image of a premium car brand. Harmonization at the national level is essential, and the Cenareo solution fully contributes to this.” Victoria, Marketing and Communication Manager at Volvo Car France.
Such a success that the global headquarters in Sweden is now interested in deploying the system internationally.
Digital signage screens are now an integral channel in Volvo's media strategy and mix. Integrated into a global ecosystem that combines television, press, radio, radio, digital (online video, display), social networks, influence, and events, they actively participate in bringing brand news to life in dealerships and in extending the customer experience as close as possible to the field.
Local support for sustainable deployment
Beyond technology, Volvo Car France highlights the quality of the support provided by Cenareo teams. Since the start of the project, the role of the customer success manager, Antoine, has been decisive. His involvement and responsiveness have largely contributed to the successful deployment and dynamic use of screens in the network.
Customer support is also praised for their patience and efficiency. Working with dealerships, where teams are very busy and not very available for this type of subject, represents a real challenge. The support provided by Cenareo made it possible to maintain the link, to ensure regular follow-up, and to respond quickly to the needs of the field.
One of the key points of this success lies in the use of the fleet management service. Thanks to this proactive monitoring, Victoria does not have to deal with technical monitoring of screens, such as detecting black screens or connection problems. A burden that she would not have been able to manage alone, and that could have affected the perceived quality of the system.
Because beyond the installation of the players, operational maintenance is essential: a screen off or frozen, even for an insignificant reason (unplugged cable, change of Wi-Fi), can damage Volvo's premium image. Especially since dealership teams, immersed in their daily lives, sometimes no longer even notice these dysfunctions. Cenareo then acts as an external eye, capable of detecting anomalies and mobilizing local teams. An essential role in ensuring the consistency and excellence of the customer experience.
A subsidiary of the Swedish manufacturer Volvo Cars, Volvo Car France relies on a network of 125 dealerships to support its customers on a daily basis. A national presence that is accompanied by a strong requirement: to offer the same premium experience, regardless of the point of contact.
A multi-channel communication strategy managed from the head office
At Volvo Car France, communication is designed both at the national level to embody the vision of the brand, and at the local level to offer an aligned customer experience in each dealership. Victoria Aubry, marketing and communication manager, is leading this hybrid organization, in direct contact with the 30 dealership marketing managers. Its role is to support field teams to ensure coherent communication in line with the brand's premium image, while respecting local specificities.
Volvo's marketing strategy is based on three key levels of the funnel:
- Notoriety : Increase the visibility of the brand, which is still poorly recognized in France, with a spontaneous reputation of around 8%.
- Consideration : Encourage drivers to consider Volvo when considering a purchase.
- Conversion : Realize the purchase intention through targeted offers on new and used vehicles or after-sales services.
But beyond performance, Volvo also seeks to nourish emotions and make people dream. A visit to a dealership, which is often rare (once a year on average), becomes a key moment of interaction between the brand and its customers. It is a valuable opportunity to show the evolution of the brand, its modernization, and maintain the link with a loyal customer base.
A content strategy on screen at the service of the national and local
Responding to brand consistency challenges
Before implementing the Cenareo solution, Volvo Car France had to meet several challenges to support its upmarket strategy.
- Harmonization of communication topics across the network. The messages broadcast in dealerships must reflect a common editorial line, in line with the highlights defined at the national level.
- Harmonization of the charter and visual identity: each site must rigorously apply Volvo's graphic charter in order to ensure a coherent and qualitative visual experience, reflecting the brand's premium positioning.
A synchronized broadcast of highlights
To achieve its communication goals, Volvo Car France has implemented a screen-based content strategy designed to reinforce coherence at the national level, while promoting the richness of its messages.
One of the major levers is the synchronization of highlights in all dealerships. Whether it is the launch of a new vehicle or the distribution of a commercial offer, the message is broadcast simultaneously everywhere in France, thus guaranteeing a reinforced impact and a homogeneous brand image.
To support this strategy, Volvo relies on a key feature of the Cenareo platform: the management of event campaigns. This makes it possible to automate the increase in broadcast frequency as an event approaches, thus ensuring maximum visibility at the right time, without manual intervention by local teams.
A mix of premium and localized content
The screens broadcast a variety of content, carefully designed to embody the brand:
- Brand films from international media campaigns
- Locally produced videos with French content creators to better embody Volvo's DNA. These videos are designed to enhance the brand experience in more immersive and more human settings and settings.
The screen is also a performance tool for broadcasting commercial offers on new vehicles. For example, the “Privileges V+” loyalty program, reserved for customers who own a Volvo that is more than five years old, is regularly promoted there.
Supervised local flexibility
While the majority of content is managed from headquarters to ensure optimal quality and consistency, dealerships still have a certain amount of flexibility. If they wish, they can enrich the program with local content, in particular via a template dedicated to the promotion of used vehicles specific to their stock.
This approach leaves room for local personalization while simplifying content management. This is a real advantage for teams in the field, who particularly appreciate the content provided and updated regularly by headquarters, which relieves them entirely of this responsibility.
Continuity even within the walls of the headquarters
Screens are not only available in dealerships: Volvo also uses them on its premises. At the Volvo Car France headquarters, screens installed in the break rooms allow employees to view the content broadcast in the dealerships. A concrete way to reconnect headquarters to realities in the field, and to better put yourself in the shoes of customers.
145 screens, 125 dealerships: a national rollout
The deployment of the Cenareo solution took place in an organized and national manner, with a dedicated technical team from Cenareo ensuring the installation on all dealerships. The project, carried out over about six weeks, made it possible to quickly equip all dealerships across France.
To ensure a good grip, local marketing managers were trained and integrated into the project, with personalized access to the back office. Volvo also supported dealerships financially, facilitating deployment and logistics.
Today, 145 screens are installed in 125 French dealerships, confirming the scale and success of this project.
A tool that has become key to the performance of Volvo dealerships
The marketing teams in dealerships were quickly convinced by the simplicity, ease of use of the tool and the quality of the content broadcast. Based on the success, the number of licenses increased by 20%, driven by numerous spontaneous additional orders after the initial deployment. To cover all customer traffic areas (showroom and waiting room), dealerships have completed their installations, thus ensuring visual coherence in all spaces.
This widespread adoption by the 125 dealerships has led to real awareness.
“We leave nothing to chance when it comes to the image of a premium car brand. Harmonization at the national level is essential, and the Cenareo solution fully contributes to this.” Victoria, Marketing and Communication Manager at Volvo Car France.
Such a success that the global headquarters in Sweden is now interested in deploying the system internationally.
Digital signage screens are now an integral channel in Volvo's media strategy and mix. Integrated into a global ecosystem that combines television, press, radio, radio, digital (online video, display), social networks, influence, and events, they actively participate in bringing brand news to life in dealerships and in extending the customer experience as close as possible to the field.
Local support for sustainable deployment
Beyond technology, Volvo Car France highlights the quality of the support provided by Cenareo teams. Since the start of the project, the role of the customer success manager, Antoine, has been decisive. His involvement and responsiveness have largely contributed to the successful deployment and dynamic use of screens in the network.
Customer support is also praised for their patience and efficiency. Working with dealerships, where teams are very busy and not very available for this type of subject, represents a real challenge. The support provided by Cenareo made it possible to maintain the link, to ensure regular follow-up, and to respond quickly to the needs of the field.
One of the key points of this success lies in the use of the fleet management service. Thanks to this proactive monitoring, Victoria does not have to deal with technical monitoring of screens, such as detecting black screens or connection problems. A burden that she would not have been able to manage alone, and that could have affected the perceived quality of the system.
Because beyond the installation of the players, operational maintenance is essential: a screen off or frozen, even for an insignificant reason (unplugged cable, change of Wi-Fi), can damage Volvo's premium image. Especially since dealership teams, immersed in their daily lives, sometimes no longer even notice these dysfunctions. Cenareo then acts as an external eye, capable of detecting anomalies and mobilizing local teams. An essential role in ensuring the consistency and excellence of the customer experience.
