Growing in a post-pandemic context: how digital tools drive performance

We’ve all experienced major disruptions due to the pandemic. Many sectors, including franchise and brand networks, were forced to reinvent themselves to survive and sustain. Now, four years after the health crisis, digital tools are more essential than ever in this transformation. Certain platforms have become indispensable for improving performance and ensuring efficient management. In this article, discover how networks are adapting to this new era of digitalization and growth.

“We can clearly say that the pandemic acted as a catalyst for the digital transformation of franchise networks,” says Michel Failli, Director of the Seenaps offering and expert member of the French Franchise Federation. “Networks were confronted with unprecedented challenges and had to quickly reinvent themselves by adopting digital solutions to maintain their competitiveness“. 

Today, navigating this new environment requires accurate metrics tools to optimize performance and support growth across networks.

Digitalization is now at the heart of brand network strategies. In 2023, the franchise sector in France showed impressive growth, with a 9% increase in franchised outlets, reaching 92,132 establishments*. Overall franchise turnover also climbed by 15.5%, reaching €88.49 billion.

This performance is largely due to the implementation of digital solutions within the networks. The proper use of these tools has improved efficiency both at headquarters and in the field, as well as customer experience. This integration has allowed brands to stay competitive and respond to consumer expectations more quickly and effectively.

*Source: Franchise Observatory – 2023

As illustrated, the food, home equipment, and fast food sectors have particularly benefited from this transformation by integrating technologies like AI, data analytics, and e-commerce tools. This includes POS systems, delivery management platforms, sales forecasting software, CRMs, and loyalty tools—examples include InPulse, MyCawan, Zelty, Pongo, Dvore, and many more.

Digital tools are now essential for franchises in France. Solutions like CRMs, communication platforms, and management software allow for accurate and efficient operations.

These tools provide unprecedented transparency and responsiveness, measuring key performance indicators crucial for optimizing store performance: customer satisfaction, promotional effectiveness, revenue per store, etc.

The role of network field animation has also changed. Today’s network coordinators can take on a more strategic and proactive role, reducing mental load and improving overall network performance. For instance, data analysis helps fine-tune post-visit actions and better respond to customer needs to drive sales.

In this era of transformation, efficient strategic management is essential for any brand network. Post-pandemic, the collection and analysis of detailed metrics help headquarters improve operational performance and support franchisees, affiliates, and other partners in their growth.

Strategic management offers daily visibility, eliminating the need to wait for end-of-year reports to make corrective decisions. This real-time approach allows teams to redirect efforts quickly and efficiently. It even allows forecasting to better anticipate downturns and adjust overhead accordingly (e.g., based on seasonality).

Michel Failli highlights: “By adopting advanced digital solutions, networks can better address today’s market challenges and ensure long-term growth.”

The pandemic has transformed the face of brand networks, making digital transformation more essential than ever. Digital tools not only improve network management and performance, but also elevate the customer experience. To effectively navigate this new landscape, brands should adopt strategic management solutions.

Discover how Seenaps can transform your network with our “Strategic Management” module and book a guided tour of our platform.