Internal communication in retail:
dialogue between headquarters and stores

One of the biggest challenges in internal communication is data synchronization, i.e., the lack of a unified communication system between headquarters and individual stores. It often happens that each store uses different platforms or even completely different communication channels, slowing down the alignment of information that should ideally be seamless. This fragmentation can lead to misunderstandings, delays in responses, and a lack of coordination between stores and headquarters.

Addressing these challenges requires implementing a unified communication system, ensuring clear and timely communication, and fostering effective collaboration between headquarters and stores.

Digitalization can be an excellent solution to overcome these challenges. With digital technologies, it is possible to:
• Improve Inter-Store Communication
With technological advancements and the adoption of solutions such as digital labels and digital signage, communication about products and their features between stores becomes instant and efficient.
• Price Alignment
By leveraging new technologies, particularly electronic shelf labels, it is possible to synchronize prices across all stores directly from headquarters. This is a significant advantage because customers will always find the same prices, regardless of the store they visit, reinforcing the perception of consistently fair pricing. This ensures uniformity and promotes transparency in purchases.
• Facilitate Data Collection from Stores
An integrated management system allows automatic synchronization of information between stores and headquarters. All data regarding sales, inventory, customers, and orders are recorded and managed electronically. This prevents errors and inconsistencies, providing companies with accurate and reliable data for informed decision-making. It also saves valuable time since staff no longer need to manually collect and input information—the system gathers data automatically from various sources such as sales terminals, inventory systems, and customer loyalty programs.

EdilKlima Group Spa specializes in the sale of building materials, offering a wide range of products in hardware, thermal and acoustic insulation, dry construction systems (drywall), paints, flooring, and coverings. Although a relatively young company, founded in 2009, it has a long history thanks to the experience accumulated in historic family businesses. Today, EdilKlima is a reference point for construction companies, designers, and private clients in the Vicenza area.
A competent and dedicated team provides customer consultation and develops solutions to meet all needs and requests. The company has six branches, each equipped with electronic shelf labels.

In addition to ESLs, EdilKlima introduced Lumina devices at the front office counters in all stores. Previously, communications to customers—such as offers, promotions, events, or product launches—were displayed on paper boards, requiring each store to remember to put them up. Today, with digital signage technology, these messages are delivered on LCD screens. The graphics are consistent across all stores, reflecting the company’s brand identity, created centrally by the marketing office using the Template Designer.

Messages can be deployed to all stores simultaneously or personalized for individual locations. Personalization becomes a deliberate choice, while universal communications can be activated across all locations at once.

EdilKlima chose double-sided Lumina screens to optimize two aspects: public communications and internal reminders for front-office staff.
Digitalization represents a unique opportunity to improve store communication, increase brand visibility, and engage customers in an innovative way.