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L'Oreal Paris salons 're-enchanting' customers with digital signage

Almost 50 L'Oréal -partner hair salons in Paris have been equipped with digital signage displays by digital signage solutions provider Crown Heights since June, the digital signage company announced on its blog.

December 22, 2015

Almost 50 L'Oréal -partner hair salons in Paris have been equipped with digital signage displays by digital signage solutions provider Crown Heights since June, the digital signage company announced on its blog.

"We have one goal as we accompany hairdressers in the transformation of their salons: Re-enchant the emotional journey of clients in hair salons," L'Oréal Director of Retail Tania Ruaut said in the announcement. "The main idea is to improve the quality of service at all levels and listen to feedback from clients. Seven key steps have been identified in the client's journey and digital signage constitutes the first of these.

"The window display plays a crucial role in the client coming to the salon," she said. "It must make the client want to go into the salon based on the information about the salon, on its expertise, on brands and innovations. It's why we recommend digitalization so that it will be impactful and attractive."

According to the announcement, this is an argument supported by key figures: Brands using screens in their window displays saw their traffic grow, on average, 33 percent and their sales revenue increase 24 percent (source: Popai, 2014).

Crown Heights, the creator/integrator of the solutions and specialists in the expansion of brands with sub brands, won the tender launched by L'Oréal. "Specifically, we regularly offer video content (new developments concerning our brands Kerastase, L'Oréal Professional, product innovations, promotional videos) that Crown Heights makes available to hair salons in 'a media library on the cloud,'" Ruaut said.

To simplify the distribution of content, the provider launched two Web interfaces: The first, given the distinction "super-admin," manages and dictates the content for the entire network of sub brands. "For example, a network head defines a certain type of content by store and we distribute the requested content on each screen," said Tristan Dupont, business director at Crown Heights.

A second interface, this one for clients, was created for the point of sale. "It allows the store manager to have a hand in what is on their own display screen," Dupont said, "and to manage its communication in an autonomous way."