Piscines Ibiza X Digitaleo: successfully digitalizing your points of sale

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Piscines Ibiza is a family business specializing in the manufacture of polyester shell swimming pools founded in 1987. Since 2019, it has opened up to franchising and now has 60 points of sale , including 49 franchises.
Rudy Dindault, Digital Marketing Manager at Piscines Ibiza, and Chloé Galaup, Communications Officer, share with us in this article what the challenges and key success factors were for their communication digitalization project .


1. The challenges of digitalizing the Piscines Ibiza network
2. Feedback: the Open Days of September 2023
3. Key factors for the success of digitalizing a network
Conclusion


digitalization challenges of a network

1. The challenges of digitalization
Digitize their 60 franchisees
Piscines Ibiza's digitalization project comes in particular greece mobile phone number list from an observation, not all their points of sale have the same digital maturity , " we come from a network of building craftsmen, for whom communication can be opaque " explains Rudy. In fact, few franchisees have an attraction to digital communication.

It was therefore necessary to succeed in convincing them and then help them to set up a digital strategy to make themselves known in their catchment area. The question of how then arose.



Standardize communication across the network
Another challenge for Piscines Ibiza, linked to the differences in digital maturity of their franchises: how to standardize the content put online?

Indeed, not all dealers have the skills in graphics and the creative “eye”, this gives rise to a lack of homogeneity across all points of sale or to communications that do not respect the graphic charter desired by the head office. This can ultimately tarnish the brand image and discourage consumers who are particularly sensitive to this.

To overcome this problem, Piscines Ibiza had to find a tool that would allow it to regulate the use of its logo , colors and typography.



moderation logo digitaleo platform

Example of logos to use or not at Piscines Ibiza



Increase the number of network speeches
The brand wants the communication of its points of sale to be homogeneous and multichannel in order to maximize the impact of the actions on the turnover of the franchisees.

The headquarters communications team is therefore putting complete, multi-channel communications kits online on the platform , where franchises can find:

Emails
SMS
Facebook, Instagram and Google Posts
Piscines Ibiza creates kits with different objectives, such as awareness campaigns around sponsorship, commercial campaigns around monthly promotions and Open Days (JPO) or even kits designed to make the daily life of dealers easier ( change of store hours, public holidays, product releases, etc.).


Local communication kits Piscine Ibiza

Example of the communication kits made available by the Piscines Ibiza headquarters



Make it easier to use and save time
Finally, Piscines Ibiza wanted to be able to easily share content to its dealers so they could share it quickly.

To do this, they needed an intuitive platform where it was possible to submit complete and very easily customizable communication kits.



return open house experience

2. Feedback: the Open Days of September 2023
The end of the year in the swimming pool sector is quite a lull: summer is ending and the back-to-school expenses are high. Piscines Ibiza has therefore chosen to set up Open Days to help dealers fill their order books.

In order to relay this operation as much as possible , the headquarters Marketing team has prepared a 360° communication plan with numerous local actions such as:

In-store POS and banners
A display network (JCdecaux, Clear channel, etc.)
Posts for social networks
Emailings
SMS
Google Posts
Press inserts for the PQRN (Regional Daily Press used Nationally)

actions communication swimming pools ibiza open days

Example of the different communication channels and actions used for the Piscines Ibiza Open Days


Once the communication plan has been defined, the challenge will be to encourage the franchisees to join so that many of them will relay it. To do this, it is important to explain how and why these operations are set up:

From January, Piscine Ibiza informs its network of annual communication actions by sharing an editorial calendar with them.
One month before the operation in question, an email is sent to them to explain what is being put in place and to collect their registrations , this allows the head office to see the number of participants.
At D-7, franchisees receive an email to notify them of the availability of the communication kits on the Digitaleo platform. To avoid problems with too early distribution, marketing teams wait as long as possible to make them available, otherwise the announcement effect to the general public may not be good, this helps avoid any errors.

email digitaleo communication kit

Example of an email sent to announce the availability of a communication kit



Here are the performances obtained one month after the September 2023 JPO:

41 campaigns were launched at 60 points of sale, more than double compared to their JPO in March 2023
The opening rate was 45.5%.
The number of affiliates participating in the operation doubled between March and September 2023
More than half of the franchisees communicated on several channels via Digitaleo
These were also the best open days in the history of Piscines Ibiza in terms of sales and return on investment!



Key factors in the success of digitalization of a network

3. Key factors for the success of digitalization
Piscines Ibiza has notably succeeded in digitalizing its network by using the Digitaleo tool and following 5 key steps: deployment, support, handling of the tool, network management and monitoring of results.



Progressive deployment
In order to ensure the relevance of the tool, Piscines Ibiza invited 9 of these dealers, the most attracted by communication, to test it in advance. Via a satisfaction survey , it collected their opinions and confirmed the interest in deploying the platform for its entire network. The results were unanimous: 88% of beta testers were satisfied with the content shared by the headquarters and 95% of them found the tool easy to use.



Support for franchisees
To optimize the use of Digitaleo, it was necessary to train all franchisees on the tool. Piscines Ibiza therefore organized two waves of training with the platform's Customer Success Managers. During this period, all teams were particularly available to answer affiliates' questions, to explain how to interconnect their social network to Digitaleo, to validate emails and SMS, to tell them where to find stats, etc.

These trainings ultimately allowed them to quickly gain autonomy . At each stage, satisfaction surveys were set up to ensure the smooth running of the deployment.



The essentials of the tool
Chloé Galaup, communications manager for Piscines IbizaBy choosing Digitaleo, “Piscines Ibiza’s expectations were met ” according to Chloé, Communications Manager: “ We were looking for a tool that would centralise a lot of elements , that would be easy to use and with a pleasant user interface so that it would make our franchisees want to communicate . To guarantee our brand image as much as possible, the tool also had to allow us to moderate the content generated by our points of sale. To date, we apply this moderation to SMS and mailings, this avoids sending spelling mistakes, forgetting the stop sms, which they publish at the wrong times …”

Piscines Ibiza also uses locks to block information or blocks that do not require modification in order to maintain a professional image.

Using a tool finally represents a real time saving for the headquarters teams: “ We have been using the platform for over a year now, we can now reuse the communication kits by duplicating them and modifying them slightly .”



Animate your network to promote use
Fourthly, Piscines Ibiza had to animate its network in order to encourage good practices . This involves:

A dedicated animation team that supports franchisees and communicates their needs and desires
Provision of the tool to each new franchisee
Regularly feeding the platform with new kits (minimum 1 per month)
Inform the network (newsletter and animation team)
Rudy Dindault marketing manager Piscines IbizaThe field is very satisfied with the process, as Rudy indicates: “ Our franchisees are very busy and Digitaleo helps them save time . In addition, we have seen very positive commercial feedback: the turnover of our stores increased almost instantly following the campaigns. The network has become a major player in Piscines Ibiza communication . They often ask for new communication kits and have lots of ideas, whereas until now they were passive .”



Track results locally and nationally
Finally, Piscines Ibiza regularly monitors the statistics of its operations . All the KPIs are gathered in the same place on Digitaleo, facilitating their exploitation.

The brand has access to two dashboards:

A point-of-sale vision , shared with franchisees so they can see their performance
A national vision to monitor the impact of campaigns