Digitaleo: distributed marketing connected to CRM to reconcile brand consistency and local impact

In an increasingly competitive retail ecosystem, brands face a double challenge: maintaining a consistent brand image on a national (or international) scale, while meeting the specific expectations of their customers on a local scale. Consumers, for their part, expect personalized messages, offers that speak to them, and experiences adapted to their everyday reality.

And who better to meet customer expectations than local teams? It's in this context that an increasingly strategic approach is emerging: distributed marketing. This is a collaborative model that enables brands' headquarters-based CRM teams to work hand-in-hand with their local network - whether franchisees, resellers, agents or stores - to design and deploy more relevant, better-targeted and more effective marketing campaigns.

As you can see, distributed marketing is the last mile of a brand's CRM strategy. A last mile remarkably orchestrated by our partner Digitaleowith whom the Splio platform has developed a connector to simplify campaign management and the sharing of customer data.

In this article, we invite you to discover Digitaleo, the expert solution for distributed marketing, and the benefits between Splio and Digitaleo that are sure to help retailers accelerate the development of their network.

What is distributed marketing?

Distributed marketing refers to all the marketing strategies, tools and actions deployed jointly by a brand (or head office) and its local distribution network (franchisees, resellers, agencies, points of sale, etc.).

The aim is to enable local players to customize and distribute campaigns while respecting the brand's image, messages and overall objectives. This approach aims to reinforce communication consistency while maximizing the local relevance of marketing actions.

Focus on Digitaleo: the solution that simplifies local marketing

With offices in Rennes, Paris and Marseille, Digitaleo was founded in 2004 with one conviction in mind: the strength of networks comes from their outlets. A gamble that has paid off, since 20 years later, nearly 600 networks rely on Digitaleo every day to help them develop their brands locally.

But in practical terms, how do things work between the CRM teams at headquarters and local affiliates?

1️⃣ A la carte campaign management

Whatever the brand's business model, the Digitaleo platform offers users three management modes to simplify local marketing:

• A centralized publication that allows national CRM teams to maintain control by programming local campaigns based on locally collected data.
• A subscription-based operation that enables national CRM teams to prepare and program a communication kit, while leaving affiliates the choice of whether or not to take part in the operation, depending on their local market.
• A self-service operation that enables national CRM teams to prepare a communication kit in line with the brand's global strategy, but which remains accessible and customizable at any time by affiliates according to their local market.

2️⃣ Brand consistency on an (inter)national scale

One of the major risks in a decentralized network (franchises, sales outlets, local agencies, etc.) is that the brand image can become fragmented. Visuals modified without respecting charters, incoherent messages, inappropriate tone... By leaving too much freedom unchecked, the brand can lose credibility, recognition and even trust.

This is where the distributed marketing platform plays a key role: it acts as a structuring framework, while facilitating local personalization. The CRM team at the brand's head office retains control over the scheduling of communications and the textual and visual elements, while leaving affiliates free to take the lead if necessary.

3️⃣ Affiliate model evaluation system

At any time, affiliates can give their opinion on the templates proposed by the head office CRM teams. While head office retains control over the brand image conveyed by locking certain areas of the platform for its use only, affiliates are nonetheless listened to and involved in campaign design. Their opinions are all the more important as they are the eyes and ears of the brand, thanks to their proximity to customers!

3 business and CRM benefits of the Splio+Digitaleo connector

The Splio platform is connected to the Digitaleo platform. A connector that accentuates personalization in CRM, because localization is a form of personalization. And according to a McKinsey study, personalizing marketing campaigns boosts ROI by a factor of 5 to 8... that's 5 to 8 times more reason to opt for Splio + Digitaleo when you're a retailer or restaurateur running a network!

The connection between the two platforms enables CRM teams to :

💌 Offer a localized customer experience and share audience lists

(Inter)national or local communication... that's the question! Thanks to the connector between the two platforms, head office CRM teams are no longer alone in making the decision. Head office teams can create communication templates in Digitaleo that local affiliates can choose to activate or not, based on their knowledge of their market.

💡 They can also share audiences in the Digitaleo platform containing contacts segmented in Splio according to specific criteria. In this way, only contacts attached to the affiliate's store in Splio will go up in the lists in Digitaleo.

🪪 Have a 360° view of your customers and be RGPD compliant.

The connector between the Splio and Digitaleo platforms facilitates data flows, notably to enable unsubscriptions and blacklists to be shared between the two platforms. Whatever the source of the unsubscription (Splio or Digitaleo), the information is passed on to the other platform.

💡 So, whether the message is sent (inter)nationally via Splio or locally via Digitaleo, the retailer complies with the conditions of the RGPD by not sending any communications to people who don't want to hear from it.

⚡ Speeding up campaign implementation

The effectiveness of a campaign rests on two pillars: the right message and the right recipient. However, in a distributed network, local players don't always have the resources, knowledge or time to create targeted campaigns in line with the brand's image. This is where the combination of Splio and Digitaleo becomes strategic! Head office teams segment the base in Splio and provide a ready-to-use communication kit to local teams in Digitaleo, who then simply program their campaigns in line with global marketing pressure.

💡 The campaign can be launched in just a few clicks, without having to create from scratch or wait for multiple validations. This saves local teams considerable time, especially on seasonal, event-driven or promotional campaigns.

 

Distributed marketing is an integral part of modern marketing and CRM strategies. It enables brands to combine the strengths of the central (strategic vision, brand image, content production) with those of the local (proximity, responsiveness, local knowledge).

By combining the Splio platform with Digitaleo's, retailers can double the impact of their CRM actions and maximize customer engagement. Many of our customers, such as LafSanté, Del Arte and Libraires Ensemble, are already doing this. When will it be your turn? Contact us for more details!