Company News • 13.07.2015

"Fresh" in-store communication at Carrefour Belgium

The multinational retailer deployed a comprehensive in-store digital signage solution

The French-founded Carrefour Group is a leading retailer in Europe and the second-largest retailer in the world, employing nearly 365,000 people. In the European market, Carrefour market Belgium recently modernised its in-store customer communications.

Leaving behind its dated print poster strategy, the retailer started reviewing its shop floor communications strategy a couple of years ago and decided to go digital.

To promote the latest promotions and product information to customers and to manage queuing at the tills, the French multinational retailer deployed a comprehensive in-store digital signage solution across 25 of its branches in Belgium, with more to follow. Local Scala systems integrator DOBIT rolled out and tailored the entire network based on Scala technology, which acts as a central backbone for the management of all screens, templates, content and audio.

“The introduction of Digital Signage at Carrefour market across Belgium has been very successful, according to Patrick Thijs, marketing services and logistics manager at Carrefour Belgium.: ‘We have received only positive feedback. It was very clear from the start that customers are comfortable with screens in everyday life. In addition, the screens give the shops a modern look and allow us to communicate with and direct promotions to our customers in a dynamic manner. In the past, customers entering the shop were bombarded by an array of posters,” explained Thijs. “Producing, printing and putting up these posters was an expensive and time-consuming process for us.”

After an extensive study, the retailer concluded that posters were becoming obsolete and should be replaced by digital signage. “One screen does the same work as a number of posters, so to speak. You can do so much more with screens, they are dynamic and flexible,” added Thijs.

Fresh communications

Carrefour’s slogan, ‘When it needs to be fresh!’, is now reflected in its in-store communication. Digital signage ensures the retailer’s on-screen information remains ‘fresh’, as digital content can be instantly changed at the push of a button. Screens at the entrance, the self-service counters and at the tills inform customers about a variety of in-store promotions and events.

The retailer was careful to analyse both the location and content of screens to ensure the end result would be successful. “We had a clear idea of what we wanted to achieve with our digital signage platform,’ explained Thijs. “Our experience and knowledge of consumer behaviour and shopping habits drove important decisions, such as where to put up the screens, how many of them to put up and which content to push to each one.”

Centralised & local content management

The entire in-store digital signage network of Carrefour market across Belgium runs on the Scala Enterprise suite of products. Three Scala players are driving the 6 screens at each of Carrefour’s 25 stores, which include portrait screens at the entrance and landscape screens at the fresh-department and the payment terminals. Scala Content Manager is the backbone of the Carrefour Instore Media System (CIMS), which allows shops to change screen content locally in a straightforward manner. The CIMS allows shops to display the right content at the right moment in a pleasing layout, at the touch of a button. It gives employees the opportunity to create local content in an intuitive manner.

Local employees can adjust a shop’s profile, such as the shop name or the opening hours, from the CIMS. In addition, shop managers can easily create and display local content and manage the order in which the images are displayed. Finally, country managers for Carrefour can also deploy targeted campaigns by accessing the system.

Integrated Queuing and Audio System

Finally, a queuing system for the self-service counters, is also running on Scala technology and replaced a more traditional numbering system. Thanks to the flexibility of the Scala software, the new queuing system has been fully integrated into the retailer’s digital signage system and screens.

It allows Carrefour market to run promotions alongside serial numbers on the exact same screens that customers will be watching for their turn in the queue. In addition, an audio system was integrated into the CIMS. This makes it possible to record and broadcast audio announcements in between songs.

Flexibible and easy to manage

The flexibility and ease of use of Scala’s technology has made it possible for Carrefour market Belgium to create an easy to manage system for different levels of users within the organization. The combination of digital signage content management, design management, queuing management and in-store audio has helped the multinational French retailer modernise its customer communications strategy in the Belgian market.

Source: Scala

related articles:

popular articles:

Thumbnail-Photo: Social networking for neighbors
17.10.2019   #brick and mortar retail #online marketing

Social networking for neighbors

Nebenan.de is a social media platform where both neighbors and local businesses can network

"Mrs. Müller, may I borrow some flour from you?" The online platform nebenan.de has accommodated requests like this one and others among neighbors for some time now. Neighbors can also post in the “for free” section or ...

Thumbnail-Photo: All Influencer Marketing Conference 2020
11.12.2019   #digital marketing #marketing planing

All Influencer Marketing Conference 2020

The All Influencer Marketing Conference will take place for the fourth time on 19 March 2020 at the ICM Munich.

Influencer marketing is becoming more and more important! The importance of this discipline has rapidly increased in the marketing plan and almost every company is doing influencer marketing or is planning to do so in the near future. Why? No ...

Thumbnail-Photo: A pearl among commodities: encouraging impulse buys...
11.09.2019   #pos marketing #customer analysis

A pearl among commodities: encouraging impulse buys

How to make the most of wait times

It’s wonderful if customers come to retail stores to buy things. It’s fantastic if they buy more than they planned to purchase. This offers many opportunities, especially for brick and mortar retailers as surveys show: customers are more ...

Thumbnail-Photo: DJ, play me a song while I shop!
18.11.2019   #brick and mortar retail #in-store marketing

DJ, play me a song while I shop!

Can music increase sales volume? Retail store music playlists generated in real-time make it possible

How do you select the right music and ad spots for your retail store to play at just the right time? Do you have an employee who visits every store armed with a USB stick and downloads ready-made playlists to the respective equipment?Are there ...

Thumbnail-Photo: Get your business ready for E-commerce!
30.09.2019   #e-commerce #customer satisfaction

Get your business ready for E-commerce!

E-commerce Berlin Expo 2020 starts on the 13th of February 2020

The E-commerce Berlin Expo 2019 gathered more than 55000 visitors, 150 exhibitors and 45+ speakers taking part in the annual fair. The numbers speak for themselves - EBE has become one of the most important e-commerce events in Europe. However, ...

Thumbnail-Photo: Distract or divert!
10.09.2019   #customer satisfaction #customer relationship management

Distract or divert!

How to engage customers at the checkout

Retailers and retail designers spend a considerable amount of time discussing and juggling a crucial aspect of the customer experience at the point of purchase: the checkout.To be fair, it’s not easy to turn the moment when customers have to ...

Thumbnail-Photo: VKF Renzel takes over exclusive distribution of EasyCubes...
23.10.2019   #product presentation #goods illumination

VKF Renzel takes over exclusive distribution of EasyCubes

The sales promotion specialist VKF Renzel took over the sole distribution of the
EasyCubes product presentation system for the DACH region with effect from
23.09.2019

After VKF Renzel was already involved in the successful product launch, this is now the consistent further development. ...

Thumbnail-Photo: Sensory experiences increase in-store sales
29.11.2019   #digital signage #pos marketing

Sensory experiences increase in-store sales

New Research from Mood Media confirms that sensory marketing has a positive emotional, cognitive and behavioral impact on shoppers

Mood Media, the world’s leading in-store media solutions company dedicated to elevating the Customer Experience, today released a new quantitative behavioral marketing study, “Quantifying the Impact of Sensory Marketing,” which ...

Thumbnail-Photo: “What do you have that nobody else has?”...
16.09.2019   #data management #digital marketing

“What do you have that nobody else has?”

Exhibitor statements from the halls of DMEXCO 2019 on marketing trends and technology

We from iXtenso were visiting DMEXCO 2019 and looked around for the latest opportunities and technologies for marketers. We asked some companies what makes their solution unique – here are some answers. ...

Thumbnail-Photo: 90+ year-old manufacturer redesigns its stores …...
19.09.2019   #consulting #customer satisfaction

90+ year-old manufacturer redesigns its stores …

… making window and door shopping easier, more personalized and enjoyable

Each year we hear about the increase in online sales, and the talk of the demise of brick-and-mortar stores. But, brick-and-mortar stores aren’t going anywhere – if they adapt. And Pella Windows & Doors is adapting.Rather than ...

Supplier

Mood Media GmbH
Mood Media GmbH
Wandalenweg 30
20097 Hamburg
loadbee GmbH
loadbee GmbH
Nikolaus-Otto-Straße 13
70771 Leinfelden-Echterdingen
APG Cash Drawer
APG Cash Drawer
4 The Drove
BN9 0LA Newhaven
HappyOrNot
HappyOrNot
Innere Kanalstraße 15
50823 Köln
VKF Renzel GmbH
VKF Renzel GmbH
Im Geer 15
46419 Isselburg
POS TUNING Udo Voßhenrich GmbH & Co KG
POS TUNING Udo Voßhenrich GmbH & Co KG
Am Zubringer 8
32107 Bad Salzuflen