It all happened very quickly : according to Deloitte, 90% of our purchases are now influenced by digital. Not only did online sales jump (in 2020, e-commerce in France accounted for 13.4% of retail sales, compared to 9.8% in 2019, according to data Fevad), but almost all consumers use digital technology at one time or another on their shopping journey.
Merchant Dream: A wealth of data to use to increase sales.
Just here: in 2021, digital media activation seems to be the area most affected by increasing restrictions on private data.
So which alternative? Back to basics. In the same way that we are witnessing more responsible spending, in meeting rooms, many companies are returning to the key topic: How to increase your income by relying on your data, your first page data?
FIRST PAGE TRUMPHY
Past purchases predict future purchases. We may have forgotten that a little quickly: stronger than the statement, stronger than the intention, the transaction data contains the most predictable data for future purchases. Buying such a car, ordering such a dress, in such a style, at such a price, from such a brand, makes a database from which we can predict the future behavior of our customer and optimize cross-selling operations.
Along with “open data”, first-party data can also enable the identification of “similar” customers and targeted acquisition of them in order to optimize the ROI of recruitment campaigns.
FOR FURTHER ➝ Learn how to gain new customers by targeting the characters of your best customers during the “Evaluate and monetize your first page” webinar.
ZERO AND OTHER PARTIES DATA
If first-party data is at the top of marketing professionals’ priorities in 2021, two more types of data must be activated, which have also proven their effectiveness:
Zero side dataconsisting of data that consumers intentionally and proactively share with the company.
Other side dataconsisting of data shared by partner companies.
Example of zero page data
Zero-Party data is data that the consumer transmits to the brand (preferences, intention to buy, etc.), in exchange for service, facility, recognition or simply because the person appreciates the brand (by sharing the brand post on social media). Traders do not have to conclude about preferences or intentions, the consumer explicitly tells them.
Uber users agree to geolocation, which is an important condition for them to benefit from the service. Visitors to cosmetic sites are invited to immediately answer a few quiz questions in order to immediately get a personalized recommendation of the products that suit them. Examples are numerous, and this data, which is less talked about, is obviously key to closing sales.
Example of other party data
This is data shared by two non-competitive companies. The best examples can be found in the area of magazine subscriptions or insurance.
The real case: Learn how Société Générale builds customer loyalty through magazine service, in ADLPerformance.
FOR FURTHER ➝ Discover how to build loyalty with additional affinities and top services, during the webinar “Valid and monetize your data from the first page”.
As if the business impact of the pandemic is not enough, ” the programmed disappearance of third-party cookies is likely to reduce advertisers’ targeting opportunities and thus negatively affect the performance of their campaigns. ” explained last March Anne-Lise Tourseldirector of media and creative expertise at Kantar Division Insights in France, interviewed for Moderator’s blog.
But unlike the non-warning pandemic, the profession has prepared for it. Moving away from cookie-based data in favor of first-party identities has encouraged established and new players to strengthen their position in the new advertising environment.
And where is real innovation happening these days? Distributors such as Carrefour, Cdiscount or Veepee – to name a few – have the right formula, in a cookie-free world: audience, first-party identity and transaction data for their customers, both offline and online. for some people.
These retailers sell their own stocks – some retailers have created their own networks – or get help from third-party technologies – AdTechs – that will monetize their stocks for them. The question for the brand is therefore not whether to take this opportunity – retail media – but how to do it.
LET’S GO ON ➝ Learn how to leverage data for extra revenue from retail media during the “Valid and Cash Your First Page Data” webinar.
RETAIL MEDIA, WHAT ARE WE TALKING ABOUT?
Retail Media has two components: onsite and off-site
Retail Media onsite for a distributor consists of opening their own website, application, newsletter and any other digital platform in their possession for advertising, so that brands reach visitors to this distributor at the crucial moment, closest to the purchase decision. It is a form of advertising in stores (famous gondolas), but in digital format.
The second component is off-site retail media: the distributor then provides brands with first-party data that these brands will use off-site.
✅ Why talk about it?
Because Retail Media gives great results. Hence his strong growth.
According to Datagram:
- 98% of decision makers in marketing and sales have invested in this leverage in 2019
- 1% of distributor revenue generated by Retail Media in 2020 (EMEA)
✅ SECTORAL VISION OF RETAIL MEDIA
In 2 years, Mobile Marketing Association France (MMAF) does exemplary work in the form of eRetail media cartography, by main sectors: GSA, Generalists (Amazon, Cdiscount, Rakuten, eBay), consumer electronics, furniture, pet stores, private sales, DIY, games and toys.
To find out more: Mobile Marketing Association France
To view the image in large format: click HERE (then click the Download button)
HOW DO RETAIL MEDIA MAKE A SOURCE OF REVENUE?
Case use for brand
In place :
Media activation ON the merchant’s website or on its platforms and newsletters: ads in search results, impressions of sponsored products on product details pages, original advertising in the newsletter, etc.
Media Activation Turn OFF the reseller’s website. This will offer its brand partners (manufacturers) the First-Party information it has about its customers (browsing data, purchase data) so that these manufacturers can reach out to consumers outside of retail.
Example: An ad for a product sold by a distributor that may appear on an external publisher’s website.
AMAZON US 🇺🇸
Not surprisingly, 2020. Amazon increases advertising revenue by 52%, reaching $ 14.63 billion. While that pales in comparison to what Google ($ 67.21 billion) and Facebook ($ 35.22 billion) generated last year, Amazon’s growth in advertising will only get worse.
Because it works: 62% of brands surveyed by Feedvisor said Amazon ads provide the best return on investment compared to all the other types of ads they serve.
WHY SUCH SUCCESS? 🚀
One of the main benefits of retail media for advertisers is access to first-party data – data held by distributors that is much more valuable than third-party data – and positioning at the bottom of the advertising flow.
On the spot, a customer who visits the brand’s website is ready to buy. Same when reading the distributor’s newspaper. It’s not in the discovery phase, like on Google, or in the inspiration phase, like on Instagram. It is in the logic of buying from this distributor. A well-placed sponsored ad generates significantly higher purchase conversion rates because this content is offered at a crucial point in the purchase decision.
EVERYTHING IS PINK?
Retail Media, however, emphasizes (at least) two things:
Risk of traffic jams?
“Everything on Amazon is advertising” called a consulting firm Pulse Marketplacein February. He’s wrong. Over the years, the “Sponsored Products Related to This Item”, “Four Stars and More” and “Brands Related to This Category on Amazon” ad slots have replaced organic recommendations “Customers who bought this item also purchased” and suggestions ” Customers who viewed this item also viewed ”.
How to get started… easy?
Not everyone is Cdiscount, a leading French e-retailer, which has just created an entity dedicated to retail media, Cdiscount Advertising. For a retailer who wants to get started, there are solutions, very pragmatic, ROIst, “test and learn” style and easy to set up.
That is why on June 24, I am organizing a 45-minute workshop with the participation of ADLPerformance, one of the leaders in digital and data marketing, where we will review these solutions.
Topic: Valuing and monetizing your first page data.
When? Thursday, June 24 from 10 a.m. to 10:45 p.m.
WHAT YOU WILL DISCOVER:
✓Data as a lever of performance at the target, ultra-local level
✓Data to build loyalty with extra affinity and superior services
✓Data for additional income Retail Media
With whom ? Interactive session in the presence of:
Valerie Calvet, Director of Development and Partnerships, ADLPerformance
Claude Charpin, General Manager Marketing Services France, ADLPerformance
Thanks for being here
DO YOU KNOW ? My job is to help BtoC companies easily increase their sales using their own assets and their own data.
Want to know more? Let’s take 20 minutes together for a free consultation and see activation levers to increase your sales, based on what you already have – the talent of your salespeople and the wealth of your data.
Laurence Faguer is an intermediary between France and the US and an entrepreneur, the founder of Customer Insight.
At the request of French companies, she personally identifies innovations in the digital, mobile and retail sectors in the United States before they become known in France, then helps them successfully convey these strategies that have proven their value in the United States.
Laurence is one of FrenchWeb’s experts in retail and beautytech, her analyzes and interviews can be found regularly on Decode Retail.