Brand Content: the Les Bons Plans des Marques website gets a makeover
Trade marketing: the Bons Plans des Marques website gets a makeover
New technologies and web trends have evolved. In October 2016, IRTS (International Retail Trade Services), a subsidiary of the Casino Group (Franprix, Casino, Leader Price and Géant), chose to drastically makeover its Les Bons Plans des Marques website.
A transformation with three objectives
IRTS negotiates the online and offline visibility of major brands (Unilever, L’Oréal, P&G, Dr Oetker, etc.) in Casino group retail chains. IRTS, therefore, has three objectives:
- Forretail chains: supplying quality and targeted brand content in the form of online and in-store sales promotions,
- Forcustomers: offering discount vouchers, competitions and innovative recipes to showcase new products and draw customers to the point of sale,
- For brands: offering anactivation and top-of-mind service for brands that want to develop the visibility of their product ranges
A more modern approach
“Our website was set up in 2008 – an age ago in digital and marketing terms.
We rapidly realised that user experience was not optimised and that some pages were not properly displayed. The time was ripe! The performance of our website was not at its best.
In terms of responding to the tender, the proposal by SQLI Switzerland was the most convincing. The marketing and technological recommendations of their consultants were spot on. They showed us that they understood our business environment, our issues and the expectations of our end customers”, explains Laura Sayag, Digital Marketing Project Coordinator, IRTS.
“From the outset, the consultants of WAX Interactive, the interactive agency of SQLI Switzerland, presented us with well-honed models that gave us a precise idea of what our future site was going to look like,” she adds.
The technology chosen for this project is Drupal 8. A robust, flexible and modern community solution, this PHP CMS is used to easily make specific developments needed for output to both iframe and API (which allows retail chains to display the IRTS content available to them).
IRTS & WAX Interactive: a winning partnership
In order to design the screens of the new website, the UX/UI teams of WAX Interactive, the digital agency of SQLI Switzerland, aimed to understand the defects or shortcomings of the site’s initial version.
“The work in User eXperience was essential to this project.
This will significantly contribute to the increase in qualified traffic towards our site. This new website allows us to reach more customers of our retail chains and create an automatic reflex for them to visit our website”, explains Laura Sayag.
The Les Bons Plans des Marques website will go online in August 2017.
“We are convinced that the renewal of this website will appeal to brands, retail chains and end customers,” she concludes.