This article was first published in the Winter 2014 issue of Speak.
Part of the La Lorraine Bakery Group, Panos is a sandwich chain with more than 250 outlets across Belgium and the Netherlands, which offer a broad range of bakery products that are freshly made at each location.
When Panos decided to replace its existing signage system with a centralised signage network that would enable it to cross-sell and upsell its offerings, the company turned to intelligent digital signage solutions specialist Scala and its integrator Prime Products.
Panos’s aim was to support the ongoing expansion of its business in multiple market segments. As a result, the company needed signage that could deliver targeted communications to a variety of outlets of different natures, including Panos City, Panos Petrol, Panos Rail and Panos Leisure.
Prime Products deployed 180 high-performing digital screens in landscape mode at 150 of the 250 Panos franchise restaurants across Belgium and the Netherlands. Most locations have one screen, some locations have two screens. Each of them are driven by 150 players and run Scala content management software.
Prime Products devised an automated upgrade process for this project to help Panos save time and capitalise on existing computers and screen investments at each branch. This process not only enabled all 150 locations to easily upgrade their existing hardware, but also ensured that the roll out of the Scala software took under two weeks.
The biggest challenge for Panos was justifying the cost of the upgraded digital signage to its franchisees and to start using the signage network as a sales generation tool.
To help Panos demonstrate, measure and optimise the impact of its digital menu boards and to provide a quantitative measurement of its return on investment, Scala Advanced Analytics measured the initial sales results and recommended interactive improvements to the digital in-store campaign. The outcome was that targeted signage increased beverage sales by more than 7%.
The overall results led to the conclusion that the key to catching the customer’s eye is the frequency at which a targeted message is run. It also highlighted that purchasing behaviour can be measurably influenced by in-store digital marketing campaigns.
“Achieving a sales lift of more than 7% on soft drinks – a product group with a high profit margin – is a powerful testimony that even a single screen at each location can make a huge difference when optimised,” says Guy Van Ginderen, director of Prime Products. “This quick service restaurant chain is now marketing to its franchisees the opportunity of going all digital – imagine the possible impact of that!”
This successful deployment by Panos illustrates how the food and beverage sector can use digital signage to drive sales and generate demonstrable results. By running sustained, targeted messaging campaigns on a network of digital screens across numerous locations, Panos is both modernising its customer interactions and opening up new revenue streams for its franchisees.
Share this story