Transformation: individualized marketing, an essential strategy for retail brand survival

Written by Thibaut PIRIOU LE LAN on Jan 18, 2019 3:15:17 PM

David le Douarin, co-founder of Advalo was a guest on After Business, which aired December
3rd on BFM Business, the first French Economic and Financial information channel.

The conclusion is clear: Consumers are over-solicited and no longer respond to marketing
actions they perceive as irritant and intrusive. Marketing departments are witnessing this: the
email opening rate is down, as well as digital advertising performance.

As David Le Douarin explains, individualized marketing appears to be the essential strategy for
moving from mass marketing (based on the promotional time of the brand) to time-based
marketing for each consumer. Detection and qualification of the consumer are two essential
techniques, to offer the consumer a purchase in the best conditions.

It is therefore through data and customer knowledge that retailers with points of sale, will be
able to detect purchase intent on the internet, in order to generate traffic and turnover in stores.

Find the full interview below:

 

 

 

Topics: Marketing individualisé, Retail, Interview d'expert

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