On the road to a self-service area that guides customers' choices
How do you make shelving attractive and impactful for tradespeople?
With around a hundred employees, the Profils et Systèmes Industries group, through its P.A.I brand, designs, manufactures and sells metal accessories and framing for ceilings, wall linings and partitions, for individual homes, multi-occupancy buildings and commercial premises.
Keen to meet builders' merchants' expectations for readability and a clearer offering at their points of sale, it called on Convergence to overhaul its self-service shelving.
BrandP.A.I (Groupe PSI)
SectorBuilding – housing
BusinessPlastering and insulation, framing
Website psigroupe.com
Challenges
The brand wanted to redesign its self-service area at builders' merchants to gain visibility
The brand wanted to redesign its self-service shelving at builders' merchants while building on the structure of its sales plan and its ongoing merchandising work.
The goal: to develop attractive, impactful shelving!
In short, 3 objectives emerged:
- Improving readability and clarifying the offering at the point of sale
- Making product choice easier and building loyalty among installer tradespeople (drywallers, ceiling fitters)
- Demonstrating the brand's dynamism to distributors
To respond meaningfully to its partner client's request, Convergence carried out a full analysis
- Visits to "benchmark" points of sale (builders' merchants)
- Competitive benchmarking
- Analysis of distributors' expectations for energising the point of sale
- Consideration of constraints in the field
Convergence was thus able to offer P.A.I a solution suited to the real expectations of its builders' merchants. The agency opted for a simple, versatile layout and worked to energise the brand's visual identity to ensure maximum impact in the field.
This approach keeps extra costs down and ensures the concept can be adapted to the different types of merchants, whatever the configuration. Indeed, it is important to bear in mind the heterogeneity and diversity of the points of sale, but also the disparity of the distributed offering and how it is laid out in each branch.
Le retour d’expérience de Paul Ricateau, directeur associé
Results
An effective restructuring of the shelving that allows builders' merchants to enhance their points of sale
Builders' merchants now benefit from simple, high-performing solutions to energise and enhance their points of sale.
And to make their day-to-day management easier too!
On the tradesperson customer side, the P.A.I self-service area has become a genuine decision-support tool, guaranteeing them efficiency and time savings.
Our finest collaborations, told by the people who know them best
Attentiveness, responsiveness, expertise and creativity are the words that best sum up our collaboration with Convergence. The agency has supported JELD-WEN in developing the brand for several years and has created a genuine campaign tone that quickly became the brand's signature.
Anne R. Marketing and Communications Manager
Thanks to Convergence's expertise in the construction sector, we were able to move forward much faster, developing tools perfectly suited to the specific needs of our B2B audience.
Rami J. Marketing and Communications Director
A great day-to-day collaboration: the team immediately understood the PUM universe, while bringing innovative ideas to the table. Special thanks to Véronique for the quality of our exchanges and her responsiveness, which make projects smooth and efficient.
Lea C. Commercial Communications Officer
A responsive, available and highly rigorous team, with solid expertise in the construction sector and consistently sound advice. Their creative approach gave our catalogue a real boost. A big thank you to the whole Convergence team for their commitment and the quality of this great collaboration.
Lauren C. Publishing Manager
Convergence provides us with high-quality support, delivered by a responsive and fully committed team. Their excellent understanding of our challenges and specific needs, combined with their creativity and ability to deliver, is a real asset.
Eugénie C. Communications Manager
Beyond the support we receive throughout a project, what is particularly valuable when working with Convergence is the upstream phase: they take the time to analyse the environment and the target audiences, and to take a step back. That is very important for our strategic projects!
Nicolas B. Client Marketing and Training Manager
Working with Convergence means being able to put yourself in the hands of an enthusiastic, efficient team that understands our business challenges perfectly. Thank you for bringing our projects to life.
Alizée E. B2B2C Marketing Project Manager
Convergence imagined and delivered the tools best suited to the launch of our Elixair range, thanks to their knowledge of our sector, the quality of their work and their ability to push our thinking ever further. A true partnership of equals where we challenge each other to keep improving!
Katerina V. Global Communication Manager Pam Building
In CONVERGENCE we found much more than a marketing agency: a true strategic partner, able to understand our challenges, take ownership of our objectives and turn them into impactful campaigns, always delivered with professionalism, creativity and positive energy.
Nadine C. & Marion C. Marketing and Communications Officers
The Convergence teams supported us in defining and structuring our new range. They helped us design a universe, messages and tools perfectly suited to our target audience, to convey the key information clearly and powerfully.
Alexandre P. Product, Communications and Digital Manager
Thank you for your support — a successful campaign on every level, with KPIs that put a big smile on our faces 🤩
Anaïs G. Digital Specialist
Since I arrived in the construction sector, working with Convergence has been a real asset. Their understanding of the market and its customers, their creativity and the quality of their support bring genuine added value to our campaigns. A trusted partner who is a pleasure to work with.
Valentine G. Marketing Manager
Convergence has been able to adapt to our organisation and has become a genuine day-to-day support as a hyper-specialist in communication for the construction industry.
Maxime B. Communications, Marketing and Specification Manager
Convergence has supported us for 5 years, on one-off projects as much as on more strategic challenges. Their knowledge of the sector, of our clients and of our challenges is genuine added value, and our collaboration grows richer project after project.
Aurélie B. Client Marketing and Communications Manager
Convergence's specialisation makes all the difference! I particularly appreciate their responsiveness, their ability to listen and the thinking they bring to our projects. Their strategic and operational support makes for a valuable, effective collaboration.
Virginie Q. Operational Marketing & Communications Manager
Convergence stands out for its agile, professional support, offering excellent expertise across all of our launch projects. Strategies are tailor-made to our objectives and communication is always transparent!
Juliette T. Communications Manager
Working with Convergence makes a real difference on the various topics that concern us as a construction manufacturer. We don't need to train them — they already know the market.
Stefen W. Communications Officer
When the time came to unveil our new brand platform, Convergence found just the right words to create a clear, impactful identity for us. Clients and employees alike embraced it immediately.
Priscille T. Operational Marketing Manager
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