Maison de la Presse, the first local cultural network, began a deep reflection in 2017. The brand, born in the 1970s and which belongs to the Toulouse group NAP, launched in 2018 a new concept called “Convergence”, and aimed at rethinking stores “from top to bottom to clarify and simplify the customer journey, but also to attract new consumers“, specifies in the preamble Christine Masurel, director of communication and management of the NAP group.
A multimedia and multiservice hub concept
That is to say 550 Maison de la Presse outlets, located in town centers as well as in rural areas, and which are managed by affiliated traders. “We wanted to develop the architectural concept and give more visibility to our offer“, continues Christine Masurel.
Conceived with the Brio design agency, the concept is accompanied by a change of business model – from a simple store to a multimedia and multiservice hub – to revitalize points of sale located in catchment areas that are not always very dense. Façade, layout, furniture and signage are evolving, against the backdrop of digitization of the network and the installation of Free interactive kiosks or photo development.
Spearhead of this digitalization of the point of sale: dynamic display. “It is an excellent lever to enhance and strengthen the visibility of the entire offer.“, sums up Christine Masurel. In the store, the products and services offer is very varied: press, bookstore, telephony, toys, snacking, tobacco, stationery, but also parcel shipping, troubleshooting … The objective is to rely on on strategically placed screens, in the window at the entrance to the store, but also directly integrated into the product shelf. “The screen reflects the animation of the trade“, adds Christine Masurel.
Two screens, one at the head of the gondola, the other on the window
Until now, the point of sale would use paper display frames placed on the window, and POS (Point of Sale Advertising, editor’s note), on the shelf. “We wanted to purify our businesses as much as possible with open facades in order to give customers the desire to go inside.“Developed by the start-up Cenareo (formerly Citymeo), born in 2012 and specialist in dynamic display solutions for the retail sector, the device is tested at two points of sale before being deployed.
The Toulouse start-up, which works in particular with Etam, Boulanger or Triumph motorcycles, has developed a dynamic content programming and distribution software. She helps in the deployment of display fleets (NEC and Samsung, among others) and in the creation of creative poster campaigns. “The screens make it possible to modernize the brand image and standardize the campaigns “, explains Valérie Besnard, spokesperson for Cenareo.
The choice was made to place a screen at the head of the gondola to bring the 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 or again the literary re-entry. In a point of sale where the offer is so diversified, this highlighting allows dedicated visibility via the spots broadcast on the screen, and therefore “increase impulse buyingThe second screen, placed in the window, makes it possible to broadcast campaigns including those of partners.
Technical integration consists of connecting a plug and play player that connects the screen to the CMS (Content Management System) management platform. The configuration and management of content and campaigns can be done from the head office, the stores or via a hybrid model making it possible to combine a guideline and the specificities of the territory, linked for example to local news or the weather. The national content is thus adapted 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 or even express shipping with DHL, not always very visible.
Local information and advertising
Each manager can personalize the local communication of his point of sale using several adaptable models. “Each Maison de la Presse relays on its digital screens the news of the city where it is established and fully assumes its role as a local cultural player.“, continues the sign, which quotes the exhibitions, activities to come in a media library, information of public health or the dedications of authors.
The CMS automates a certain number of functions, such as for example an automatically updating data flow allowing the amount of the French Games’ jackpots to be displayed in real time. For the manager of the point of sale, there is no need to do anything after a new draw, because the information is automatically updated.
The screens also allow the NAP Group to monetize the content. Like an advertising network, it makes screen time available to its advertising partners. A new medium which makes it possible to “reinvent the traditional promotion mechanisms already in place within the brands, by multiplying the possibilities of premium visibility thanks to 360 ° campaigns“, adds Christine Masurel.”On our side, we give optimization indicators on the benefits of a dynamic solution compared to a static campaign, a contextualized campaign or not.“, adds Valérie Besnard.
More than encouraging results
To date, more than 60 points of sale have integrated this new concept and are equipped with the Cenareo solution, and more than 130 Cenareo screens have been deployed. The banner was able to observe a 12.3% increase in monthly cash receipts with nearly 40% growth in toys, 25% in multimedia and more than 15% in food from January to December 2019 in modernized stores. compared to 2018. “Traders have confidence in this transformation but we can only convince them if it is accompanied by a good ROI“, considers Christine Masurel.
NAP has chosen to extend the use of the solution to its points of sale, including those of its other brand, MagPresse, which is frequented in shopping centers. For its part, Cenareo is working on more interconnection of its platform with the various CRM and ERP systems in order to improve the personalization of campaigns.