Spar reaches out to its local clientele with Signagelive
Convenience store chain SPAR (UK), has built on its digital signage network with the installation of Signagelive. Signagelive has allowed the retailer to manage it’s growing network of 170 stores, through an easy to use platform that allows content to be tailored to different store formats and locations.
Anthony Sappor, Business Development Manager, explained the move as being something necessary for SPAR’s business model. “Having made the decision to bring content and network management in-house, we needed a simple solution that any of us could use. We also needed the ability to distribute content en masse, or on a site-by-site basis to ensure that our suppliers are reaching the correct audiences in accordance with a store’s product range and location. Signagelive has ticked all of the boxes.”
SPAR has bought 510 licences from Signagelive so far and an expansion is in the pipeline. SPAR chose Signagelive, explains Sappor: “Because of its competitive price and ease of use. We were able to have it all sorted in a matter of weeks. The helpfulness and support of the team was definitely a deciding factor in choosing Signagelive. Also, Signagelive offers the possibility of easily integrating other software such as Flypaper, which was very important to us.”
SPAR is one of the world’s largest grocers with over 12,000 stores in 34 countries. The majority of stores are independently owned, but a number are directly owned by SPAR’s wholesalers. This business model means that each
store is tailored to meet its local customer needs with different product ranges, layouts, and services.
Sappor expands: “An example of the need to tailor our content is the recent work we have been doing with a company called Payzone. Payzone is a service that allows people to pay bills remotely using cash – typically utility bills. This facility is available at 65 of our 170 digital signage locations and we have been able to work with Payzone in creating a series of adverts that are only transmitted to those relevant sites.
To design ads, Spar uses Flypaper, a software solution that generates Flash and video content for digital signage networks without the need for custom programming. Photos provided by the brands and the relevant text can be quickly uploaded and broadcast.
“Using SparTV with Signagelive has proven very effective for us. The ad campaign we did for BritVic drink was a good example. BritVic provided us with the imagery and the details of its campaign. We assembled the ads and broadcast them in the stores. As a result of this exercise BritVic reported a 40 per cent increase in sales.”
