They work for Seb, L’Occitane, Danone and Asus. The two e-retail agencies Retail4brands and Deeploy detail their methods for helping advertisers address the increasing complexity of the e-commerce offering.
Given the growth of e-commerce, in particular with the pandemic, and given the increasing complexity of the e-retail offer, new e-retail agencies were created in the last two years. What roles do they play for advertisers? What benefits do they bring to the manufacturers concerned? The founders of Retail4brands and Deeploy, French e-retail agencies that notably support Spin Master, Biolane, Seb, BEL, L’Occitane, Danone and Asus respond to us.
Simplification: didactic approach
For Lawrence Taylor, founder of Retail4brands, “our role is above all to do a work of simplification – and not of simplism – in an increasingly complex and interconnected environment”. The world of e-retail is full of acronyms and isolated teams on the advertiser’s side: salespeople, marketers or merchandising professionals, for example. The e-retail agency intends to reconcile all these teams through tailor-made programs. Deeploy developed customized webinars according to the challenges of different industries and Retail4brands created training courses that translate into action plans integrating KPIs for each entity. See the example of Havea (Biolane and Vitavea brands). Retail4brands action plan focused on:
- The assortment logic and, therefore, the development of own e-commerce products;
- The development of specific content for the various e-commerce channels;
- The restructuring of advertising investment for more ROI (prioritization of higher value-added products, for example);
- Redefining the technology stack.
Result: since the beginning of the year, Havea recorded growth of 3 to 4 times higher than normal
Advice: from media planning to business planning
“The topic of e-retail is first and foremost a matter of digital transformation and strategic support, it is not just a matter of media. technology, it’s an accelerator”, says Lawrence Taylor. Kevin Buzaglo, co-founder of Deeploy, an electronic retail agency specializing in the Amazon ecosystem, adds: “Anyone can sell on Amazon, but not everyone can prosper: 73% of clicks are on the Amazon homepage and sponsored products are listed. The strategy to be carried out goes far beyond emerging on the platform than a simple investment in guerrilla media.”
Raphaël Samuel, co-founder of Deeploy, insists on the complementarity and importance of collecting media and retail data: long-term value of intent and engagement before and after a purchase Thanks to a combination of the two models, retail and advertising, we know, for example, how to collect retail data – product availability or profitability, price competitiveness – with the aim of dynamically reducing advertising coverage. The goal is then to measure the impact of advertising campaigns on total revenue, the contribution of advertising-related sales versus organic sales, and ultimately, to position the brands relative to each other.”
In short, due to the increasing complexity of e-retail platforms, especially Amazon, if brands want to emerge and meet their performance goals, they must analyze their data in depth, in real time. E-retail agencies are therefore there to advise them in this regard, day after day, hour after hour (delisted products, excluding inventories, compliance issues are all information they need to know how to decode and follow). Example with Castel Frères and Deeploy: the European wine leader was looking to generate sustainable growth on Amazon.fr. This resulted in making a profit and referral loss to understand which products were profitable on Amazon. With search volume present, Deeploy pressured the brand to expand its box selection to increase average basket and conversion.
Data: technological agility
“As an agency, our role is to replace our clients’ weaknesses with growth opportunities. In this, data and the availability of tools help a lot. They must be central in decision making”, explains Lawrence Taylor . Retail4brands created a tool to unify the vision of different retail environments. Focusing on Amazon, we are already integrating data from platforms such as Cdiscount or Greenweez into Alpha and we are working on the direct integration of data from players such as Carrefour or Leclerc.
Deeploy is also gearing up technologically, as its customers will soon be able to reconcile all Amazon platforms: Amazon DSP, Amazon Marketing Cloud, Sizmek, Vendor Central: “Through our connections to the Amazon APIs, we will reprocess the data in our platform technology and then simply exploit it for our customers. For example, we will instantly reconcile data relating to the days and hours of purchases of a brand’s products on Amazon. This will allow us to focus our advertising investments on these key moments and therefore get better ROAS (return on ad spend, publisher’s note). We will also be able to adjust our real-time advertising campaigns to target the products most watched by Amazon customers and increase the conversion rate for our customers. “