V and B is a franchise network that distinguishes itself by its model: a bar, positioned on the concept of afterwork, is next to a cellar. The consumer has the possibility to take what he has tasted at the bar, and conversely, he can taste at the bar what he has just bought at the cellar. The originality of the concept and the franchising model require the following observations:
- The specificities of the concept are unknown: the width of the range is difficult to highlight (more than 300 references), lack of knowledge of the values of the brand and the possible interactions between the cellar and the bar
- Waiting times are untapped (during service, pick-up at the bar, checkout in the cellar area...)
The brand has endeavoured to find a modular solution that allows content to be modified according to local specificities.
With 155 stores in 2018, retaining a scalable solution in all points of sale and capable of being deployed whatever the level of franchise equipment was a pressing need. But also, and above all, the Content Management System (CMS) had to be implemented in the points of sale without requiring training time or imposing on the managers.
With 120 sales outlets equipped in one year, the mission is successful for project leaders. They have gained the support of franchise managers; flexibility and responsiveness to price and inventory changes being the key criteria for platform user acceptance.
The benefits of the digitization strategy can be summarized in 4 words: discovery, palatability, attention, reassurance.
More discovery and real time savings!
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