If you’ve ever noticed an email from a brand addressed directly to you or based on your prior purchases, then you’ll be familiar with marketing personalisation. This was an early broad approach, and we have seen personalisation evolve as organisations have brought new types of data into the mix, including contextual and location specific information, followed by analytics and machine learning for more real-time customer data.

With the Advalo platform, Eram's teams have put personalization devices in place which send thematic newsletter campaigns to their clients.

In order to personalize the relationship with each of its customers, the ready-to-wear brand Gemo set up via the Advalo platform, personalization devices that allow them to speak to each customer during key moments of their purchase journey, with offers and tailored content.

With Advalo, Eram was able to avoid drops in contactability of its database and find its customers on new digital touchpoints thus increasing communications.

Real-time connectivity between the Advalo platform and Google Ads enables Eram to tailor keywords and bid strategies for its Google Network campaigns based on the value of each customer.
Eram optimized its budget by concentrating its investments on priority targets. 

Based on a thorough analysis and segmentation of Bocage’s database, Advalo’s teams, we're able to identify characteristics of the profiles of its best male customers, in order to create a specific audience within the framework of a look-alike campaign on Facebook and Instagram.

Almost every marketing leader and expert will tell you that modern marketing is all about measurement. Being able to estimate the ROI of marketing spend by attributing customer actions to tactics has given companies a reason to allocate bigger budgets to marketing each year.

International e-commerce has experienced exceptional growth since 2015 when it already reached 269 billion euros. In 2020, it should exceed 881 billion euros …

Omnichannel is now a reality for a majority of consumers. If the store remains the favorite selling point of the French, they are today 85% to use digital in parallel, whether to buy or to inquire …

Wide has just released the results of its first unpublished study, in partnership with EBG and Harris Interactive, on optimizing the omni-channel shopping journey.

A new study reveals the direct link between subscriber engagement and filtering rate as spam in email messaging.

A study reveals that the share of drive-to-store investments in the world among retailers will
amount to 55 billion euros in 2019 or 58% of the total advertising expenditure of the sector.
This share should reach 65% in 2023 with € 73bn (+ 36%), growth driven by digital-to-store
spending ...
On the occasion of the Cannes Lions, S4M, a Drive-to-Store specialist, commissioned IHS
Markit, the first global study dedicated to the share of drive-to-store advertising investments.
While many studies already exist by media, format or medium of purchase, The State of
Drive-to-Store Advertising 2019 is the first study to assess the size of the advertising market, all
media combined, from the angle of the campaign objective drive-to-store.
As part of this study, 400 advertisers from all retail sectors were interviewed to support the
market data and forecasts generated by IHS Markit thanks to more than 15 years of expertise in
the advertising sector.

Drive-to-Store growth is driven by digital

Retail: Customer priorities are changing ...

The historical trio price, proximity, and choice, which kept many brands afloat for years, today
seems obsolete in the face of new demands of consumers ...
"Find what I'm looking for" is the number one priority for customers revealed by the results of the
2019 Value for Shopper® Barometer, conducted among 5,000 French women and French men
by Altavia Shoppermind in partnership with OpinionWay.
This criterion supersedes that of the price, historically ranked number one, was always
necessary but is no longer sufficient, at a time when online habits dictate new standards of
customer expectations.
The criterion "find what I'm looking for" comes at the top of the ranking (55.1% for food) in front
of "save money" (53%) and "optimize my time" (46%). %) in 6 sectors out of the 7 studied.
The only sector where the price remains No. 1 is the clothing sector.

New customer requirements

What are the new fundamentals of retail? On the occasion of the French Preferred Brands
ceremony, organized by e-marketing.fr and EY Parthenon, the retail expert Frank Rosenthal
gave us three video tips to stand out in 2019.

Are the widespread drops of in-store traffic inevitable or simply the reflection of a change in consumer’s behavior, who now prefer to visit a store whilst assessing the brands' products on their website?

In an ever-changing world, retailers have not integrated consumers’ new buying habits, whom, evaluate and decide online the interest of going to a store. Confronted with the reality of drops in in-store traffic, retailers tried to reverse the trend by increasing marketing pressure. Hasty solutions that have proved destructive for both profit margin and customer experience. Such practice negatively affects the relationship of trust between retailers and customers.

For its fifth edition, Paris Retail Week entirely revamped itself. To personalize the customer experience, the event put a brand new thematic program run by eight mentors in place. As recognized experts in their field, they, therefore, will be points of reference for professionals seeking answers to their daily problems.

For retailers, the challenge is no longer to attract consumers online or in stores. It is now imperative to satisfy on all communication channels. But for "online" and "offline" to be in conjunction, it is imperative to establish a complementarity between the different channels, otherwise risk seeing consumer move on to the competition. A difficult exercise that Tatiana Pecanac-Ayel, e-commerce and cross-channel manager at Devred 1902, is undertaking.
She is responsible for fluidifying the customer journey in connection with the ready-to-wear menswear brand outlets. She must constantly analyze customers shopping journey to better meet their expectations. She will attend Paris Retail Week and will discuss these challenges.

The eight issues and eight mentors who shall represent them can be seen at the Porte de Versailles exhibition, in Paris, from September 24-26 2019. This major European event for the entire trade ecosystem will bring together 25,000 professional visitors, from start-ups to major e-commerce brands and retail brands. During the event, e-retailers and retailers will have the opportunity to interact with more than 600 exhibitors and attend 200 conferences to better negotiate and benefit from forthcoming changes in connected commerce.

Article taken from FrenchWeb.fr , content realized in partnership with Comexposium

Testimonials from Bensimon, Total Direct Energie, UGC, and Klépierre. How to create a virtuous omnichannel ecosystem that generates growth?

In addition to a digital strategy, opening a physical store or partnering with a distributor makes sense for proximity, credibility, and commitment with customers.

Could hyper digitization, often sought after by brands, be altered and turned towards a more human receptive experience? "Placing encounters at the center of our activities, improving the product experience and customer experience through a physical store is clearly an added value for a brand in the midst of establishing itself," says Valérie Piotte, General Manager at Altavia Cosmic. For example, when the American bedding brand Casper opens a "nap shop" in the heart of New York, when Sézane bets on offering its limited stock collections in a "showroom" style apartment, or when online furniture store Miliboo opens a digital shop that provides decoration coaching, the need to live an experience acts as breath of fresh air. "We have to come up with an in-store value-added proposition on the notions of exchanges, additional services, and live product demonstrations", continues Valérie Piotte.

In 2019, mobile sales will equate to 20.386 billion euros, of which 12.7 million euros for smartphones and 7.6 billion for tablets.

Using Advalo's analysis of the Bocage database and its evolution over time. Bocage marketing teams were able to identify priority strategies to adapt to generate maximum additional revenue for future seasons.

In order to fully understand customer expectations, the retail sector must adopt technologies based on AI and machine learning to better contextualize their messages.