They work for Seb, L’Occitane, Danone and Asus. The two e-retail agencies Retail4brands and Deeploy describe their methods to help advertisers cope with the increasing complexity of the e-commerce offer.
Faced with the growth of e-commerce, especially with the pandemic, and given the increasing complexity of e-retail offerings, new e-retail agencies have been established in the past two years. What roles do they play for advertisers? What benefits do they have for the manufacturers involved? The founders of Retail4brands and Deeploy, French e-retail agencies that notably support Spin Master, Biolane, Seb, BEL, L’Occitane, Danone and Asus, answer us.
Simplification: didactic approach
For Lawrence Taylor, founder of Retail4brands, “our role is above all to do a work of simplification – not simplicity – in an increasingly complex and interconnected environment”. The e-retail world is riddled with acronyms and silo teams on the advertiser side: salespeople, marketers or merchandisers, for example. The e-retail agency wants to reconcile all these teams through tailor-made programs. Deeploy has developed personalized webinars based on the challenges of different industries and Retail4brands has created training courses that translate into action plans integrating KPIs for each entity. Take the example of Havea (Biolane and Vitavea brands). Retail4brands’ action plan focused on:
- The logic of assortment and therefore the development of own e-commerce products;
- Developing content specifically for the different e-commerce channels;
- Restructuring the advertising investment towards more ROI (prioritizing products with a higher added value for example);
- Redefining the technology stack.
Result: Havea has grown 3 to 4 times more than normal since the beginning of the year
Advice: from media planning to business planning
“The topic of e-retail is above all a matter of digital transformation and strategic support, it is not just a media issue. Retail media is the culmination of strategy, consumer-tailored product, content engagement. Advertising, aided by technology, is an accelerator,” said Lawrence Taylor. Kevin Buzaglo, co-founder of Deeploy, an e-retail agency specializing in the Amazon ecosystem, added: “Everyone can sell on Amazon, but not everyone can thrive: 73% of clicks are made on the Amazon and refers to sponsored products. The strategy to be executed goes far beyond appearing on the platform than a simple guerrilla media investment.”
Raphaël Samuel, co-founder of Deeploy, emphasizes the complementarity and importance of media and retail data collection: “Making short-term growth on the retail side is no longer the only indicator on Amazon, we need to look at the advertising data and see the long-term value of the intent and commitment 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 – availability or profitability of products, price competitiveness – with the aim of dynamically reducing ad coverage. The goal is then to measure the impact of ad campaigns on total revenue, the contribution of ad-related sales versus organic sales, and ultimately position the brands relative to each other.”
In summary, due to the increasing complexity of e-retail platforms, especially Amazon, if brands are to emerge and meet their performance goals, they must analyze their data in depth in real time. E-retail agencies are there to advise them on this, day after day, hour after hour (delisted products, excluding inventories, compliance issues are all information they need to know how to decode and track). Example with Castel Frères and Deeploy: the European wine leader wanted to generate sustainable growth on Amazon.fr. This resulted in running a profit and loss benchmark to understand which products were profitable on Amazon. The number of searches there was forcing Deeploy to expand its selection of boxes to increase the average basket and conversion.
Data: technological agility
“As an agency, our role is to replace our clients’ pain points with growth opportunities. This is where data and the availability of tools are hugely helpful and should be at the center of decision-making,” explains Lawrence Taylor. Retail4brands has created a tool to unite the vision of different retail environments. Focused on Amazon, we are already integrating data from platforms such as Cdiscount or Greenweez into Alpha and are working on integrating data directly from players such as Carrefour or Leclerc.
Deeploy also equips itself 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 Amazon’s APIs, we will then reprocess the data on our own technology platform and then simply exploit it for our customers. For example, we will immediately align data on the days and hours of purchase of a brand’s products on Amazon. This allows us to focus our advertising investments on these key moments and thus a better ROAS (return on ad spend, editor’s note)† We will also be able to tailor our ad campaigns in real time to target the products most viewed by Amazon customers and increase the conversion rate for our customers. †