Digital Signage at BENU Pharmacies: 345 locations – 1 central solution

At AVEX, we know that organisations with multiple locations need to maintain control over their communications. You want to keep customers informed with relevant and up-to-date information, without having to manage each location separately. You need a solution that is scalable, easy to manage and provides room for local communication.

That is exactly what BENU Pharmacies has achieved with AVEX Digital Signage.

The challenge

With 345 pharmacies across the Netherlands, BENU had long relied on printed posters, individual communications and numerous manual processes. This not only required time and money, but also limited the effectiveness and timeliness of their communications. National campaigns and temporary promotions were becoming increasingly difficult to manage.

BENU was looking for a solution that:

• Combines national and local communications
• Can be updated quickly
• Can be managed centrally
• Is easy to use on the shop floor

The solution

Together with BENU, we developed a digital signage solution tailored to the needs of a modern organisation with locations across the country.

• 655 screens across 345 pharmacies
• Central CMS for national campaigns
• Local branches can add their own content
• Professional templates and support through AVEX Creative Services
• Full support with content planning, publishing and management

“As a branch, we don’t have to worry about anything. We are fully supported by head office. And if we do want to share something locally, such as information about an evening event on diabetes, we can easily do that ourselves.” Mani Marwat BENU Apotheek

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The role of AVEX Creative Services

To support and relieve the BENU head office team, AVEX Creative Services helps with:

• Creating screen content in line with the BENU brand identity
• Planning and publishing campaigns in the Scala CMS environment
• Coordinating content for national and local communications

This allows BENU’s communications team to focus on strategy and content, while AVEX takes care of the operational execution.

“The customer experience has demonstrably improved. We can now respond quickly to current situations, and we see that customers are asking more questions. Including about non-prescription products.” Mani Marwat BENU Apotheek

The results after 3 years

After three years of daily use, BENU demonstrates how a well-designed digital signage solution can not only remain technically stable, but also contribute to customer experience, employee engagement and efficient collaboration between branches and head office:

• A stable system used daily by head office and individual branches
• High customer engagement through relevant, visually appealing content
• Increased internal pride thanks to the professional appearance of the screens
• Reduced operational workload through central management and creative support
• Scalability: new branches and screens can be added easily

Technical collaboration

The solution uses digital signage software from Scala, enabling BENU to centrally and dynamically manage and distribute content to all connected screens. The software allows content to be scheduled both centrally and locally, based on location, time and target audience. Thanks to its integration with existing IT structures and its user-friendly interface, BENU can respond rapidly to campaigns, seasonal communications and current events.

AVEX was responsible for:

• Supplying and installing all screens and media players across 345 locations
• Technical configuration of the Scala environment, including its structure and user roles
• Onboarding employees and branches
• Ongoing support with management, updates and expansion
• Creative support through AVEX Creative Services for visual and content execution

Together, these elements form the foundation for a digital signage network that is scalable, stable and future-ready.

“The screens not only give our pharmacies a modern appearance, but also encourage our team to stay up to date with what is happening. Customers find the information clear and up to date.” Mani Marwat BENU Apotheek