In an increasingly anxious context, a wind of panic is blowing over the activity of retailers, who are facing the possibility of closing their points of sale. Although a certain number of consumers naturally turn to e-commerce, many of them are accustomed only to making purchases in stores, and the brands that are still able to maintain their e-commerce activity are deploying drastic measures to bring these consumers to their websites. Faced with the urgency of the situation, the temptation is indeed great for retailers to intensify the number of emails they send out and the use of aggressive promotional campaigns to try to attract the maximum number of consumers to their stores.
Faced with the urgent need to make their voices heard and maintain a relationship with volatile consumers, to whom an ever-increasing choice is offered, restaurant chains have understood the need to extricate themselves from mass marketing that no longer works. By leveraging artificial intelligence to harness consumer data and apply it to personalized marketing campaigns, they can truly individualize customer relationships, build loyalty and increase value over the long term.
As part of its series of conferences on "Generating traffic at points of sale", Le Campus invited Charlotte Le Bonniec and Antoine Bouchard, both of whom are responsible for the success of our clients' marketing operations, for a webinar focusing on the theme :
"Data, AI and Individualized Marketing: Best Marketing Practices to Ensure the Success of Your Summer Sales"
The sales period now shortened to 4 weeks is even more crucial to brand's performance. Marketing teams need to capitalize on this limited time to sell out their inventory while generating maximum value.
Advalo's platform’s AI harness your data to identify individuals having a travel plan, and qualifies their needs and accompanies them in a personalized manner, all the way until conversion.
As part of its series of conferences "Generating traffic at the point of sale", Le Campus invited David Le Douarin, co-founder of Advalo for a webinar focused on the theme :
"Prepare your strategy to develop customer value and ensure its future growth in 2020".
As part of its series of conferences "Generating traffic in points of sale", Le Campus invited David Le Douarin, co-founder of Advalo for a webinar focused on the theme: "How to develop customer value to find growth sustainable. "
The Internet and new technologies have changed the way consumers perpare and make their purchases. Customer journeys are turned upside down: previously mainly inspired by advertising and made in-store, 85% are now made online, drastically reducing the ability of the store sales force to act and influence purchasing decision.
In a context where margins are reduced each day a bit more and faced with customers who are less and less reactive and who generate less and less value, retailers have become aware of the need to develop their marketing strategy and rethink their action plans that will allow them to retain their customers and seek maximum value by individually influencing the purchasing behavior of each customer.
More digital, and data to process, customers who expectations sometimes change and contradict each other... The function of the marketing director is undergoing profound changes.
"On the retail side of things, customer centric organizations are also emerging: The challenge for distributors is to move from mass marketing to finer individualized and oriented marketing. Not everyone has the same maturity in this area, nor the same means, says Bertrand Bodineau, head of retail in the Michael Page recruitment firm.
Home delivery, order terminals at points of sale, click and collect .... the restaurant sector has been very shaken up by digital. This has completely transformed the customer journey and their purchasing habits. Restaurant professionals now have access to much more data on their consumers than a decade ago. In this highly competitive sector, it is now essential for restaurateurs to understand precisely customer consumption habits in order to meet their needs and desires as closely as possible.
Topics: individualized marketing
Following poor performance in 2018 and the year 2019 marked by social movements which have greatly slowed down activity, toy market brands are counting more than anything on this key period of activity to catch up in terms of business turnover.
The automobile purchasing journey is not immune to the upheavals induced by digitalization. The advisory role and expertise of manufacturers and dealers are gradually disappearing in favor of buyers who are now completely autonomous in terms of their purchasing project.
Things are also going faster, and it has become crucial for car brands to act at the right time so as not to miss the fleeting opportunities to generate inspiration and impulse that will positively influence the final decision of the buyer.
An issue was taken in hand by BodemerAuto, which sets up with Advalo concrete solutions to fully value each purchase intention detected by feeding it intelligently throughout the decision-making process of the individual.
Communicating on digital in recent years has become essential for retailers. It has become quite normal that the majority of them have paid strategies and that they are present on social networks etc.
Unfortunately, it is noted that the majority of retailers spend a considerable amount of their budget on digital, without having a precise vision of the results of their campaigns. Retailers are communicating massively, without differentiating messages according to the profile of each consumer this action does not allow them to exploit the full potential of digital.
We invite you to discover in this article, 5 levers you can implement with the Advalo platform to improve campaign performance while reducing the budget that you allocate to digital.
As David Le Douarin, co-founder and General Director of Advalo announced in his forum
"Purchasing routes have been disrupted by new technologies. Faced with drops in store traffic, brands have greatly increased marketing pressure - email, retargeting, etc. - and have massively resorted to promotion. Unfortunately these practices have drawn them into a destructive spiral of margin and brand image."
"This marketing overpressure has also given rise to a certain consumer aversion to email and, inevitably, day by day, fewer and fewer emails are opened and the act of contacting customers is plummeting. "
The findings are clear and what has been found is beyond dispute, retailers need to change their practices to find accuracy and relevance in their communication. We, therefore, propose in this article, 4 strategies that will allow you to bring CRM campaign performance back.
The knowledge of the omnichannel journey is the new key to understanding performance of any retail brand because without this knowledge, it is impossible to measure the impact of its digital actions on store sales, and therefore to finely manage all of its acquisition costs.
As an agency/firm, do you work with retailers, car manufacturers or distributors? Advalo can help you build an omnichannel data strategy for them and allow them to generate traffic and turnover at the point of sale.
Brice Renvoizé, SEAT France and Olivier Marc, co-founder of Advalo spoke at the AI PARIS show - June 12, 2019
The theme: Artificial Intelligence providing service to marketers: How SEAT has been able to improve the use of its data for business
Brice Renvoizé testified about how artificial intelligence and individualized marketing campaigns can accelerate lead acquisition and traffic in dealerships.
Even before the promulgation of the GDPR the CNIL initiated a work of reflection on the good uses of artificial intelligence and the need to supervise these practices in 2017.
Topics: AI &Data
In addition to its winter sales operations, the Un Jour Ailleurs brand wanted to be able to revive its customers with relevant product recommendations and encourage customers to buy on-sale products.