Dutch company Bruna B.V. is a market leader in the field of (children’s) books, magazines, newspapers and greeting cards. Bruna is also one of the largest providers of paper and stationery, school articles, gifts, lottery tickets and school supplies.
Digital transformation in more than 300 stores
With online shopping becoming a second nature to many shoppers, running a profitable brick and mortar store has nearly turned into a true survival quest. One of the challenges retailers have to cope with is how to offer relevant personalized content, similar to the online search experience.
Bruna, a Dutch gift shop franchiser realized that their traditional in-store communication could not close the gap with online shopping. They turned to IT integration specialist ForeyeT for advice how to create an omni-channel strategy to reconnect with their customers.
Bruna has always been known as a bookstore chain. However, next to books, magazines, gift cards, newspapers and stationery, they also sell DVD’s, mobile devices and complementary accessories. Bruna needed to reposition themselves and make the transitioning from a traditional bookshop to a contemporary gift shop. By investing in an effective digital and automated in-store formula they could create the best possible customer experience.
Before starting this transformation Bruna understood that traditional paper advertising was too static to support their new marketing activities. The most important issue with paper advertisement is that they didn’t know how effective their marketing was. The marketing people at Bruna could not measure who, where and when in-store customers has seen their ads. But most of all, they didn’t know if their efforts had influenced the shoppers, leading to an actual purchase of the promoted articles. Furthermore, updating static advertising in every store was a time-consuming process.
Nation-wide dynamic advertising centrally controlled
ForEyeT came up with a dynamic solution to transform all Bruna stores, nation-wide, into a digital and automated customer experience. To accomplish that they had to connect all required technology and multiple data sources into one system. Crucial was that customers would be confronted with data driven visual content. Needless to say they turned to digital signage software to get that job done. As digital signage platform they selected PADS4, known for their data-connectivity expertise.
“PADS4 is the go-to digital signage software if you need to manage your content from one centralized location”, said Sven van Gelder, Operational Manager at ForEyeT.”Also with PADS4 we can seamlessly connect with all the required data sources. It allows us to create a dynamic and data driven in-store solution on one single platform.”
“PADS4 allows us to create a dynamic and data driven in-store solution on one single platform”
Sven van Gelder, Operational Manager at ForeyeT
During the implementation of the digital signage network ForEyeT replaced static advertising by dynamic digital content behind the counters and near the magazine shelfs. With PADS4 they could manage and control the advertising from one centralized location, serving all 315 Bruna stores throughout the Netherlands.
In the future ForEyeT will integrate the use of audience analytics to trigger Bruna’s dynamic advertising. This will be supported by techniques such as IP cameras, interactive touch kiosks, RFID and demographic analysis software. They are also preparing Bruna for the ultimate step; dynamic promotions based on stock by adding their back-end data sources such as POS systems and stock management systems.
With a nation-wide roll-out Bruna has now centralized control over their Point of Sales content in more than 300 stores. By replacing the static advertisement their ROI has also increased as they sell the available advertising space on the displays to their suppliers. For the bookstore looking to re-brand into a gift shop, this is the start to evolve their in-store strategy into a fully automated and integrated customer experience.
Now all stores have fresh content, updated every week with a few mouse clicks. Not only each Bruna franchiser has guaranteed up-to-date and relevant advertising, by selling advertising space to their suppliers Bruna has immediate return of investment. In the nearby future, all local franchisers will have the opportunity to add local advertising.
Jurjen Noorloos, Business Development Manager at NDS: “It’s crucial for retailers such as Bruna to recognize the benefits of using digital and interactive displays for their branding and customer shopping experience. We are excited our software is part of this innovative and smart in-store communication strategy!“
With PADS4 as software to drive the visual communication Bruna is all set to evolve their in-store strategy into an integrated and automated multi-channel that will reduce the gap with the online shopping experience.
PADS4 used in over 300 Bruna stores in the BENELUX
Dutch company Bruna B.V. is a market leader in the field of (children's) books, magazines, newspapers and greeting cards. Bruna is also one of the largest providers of paper and stationery, school articles, gifts, lottery tickets and school supplies. To power their digital transformation in more than 300 stores they have selected PADS4 as digital signage platform.
- Share This :