Publicis Commerce Day 2022 - NL

Publicis
Commerce Day
2022
TUESDAY, 11th OCTOBER 2022

2
13:45 – 14:00
Jacco ter Schegget
CEO Publicis Groupe BeNe
Presenting:
Welcome

3
Agenda
Time Topic Speakers Job title
13:45 – 14:00 Welcome Jacco ter Schegget CEO Publicis BeNe
14:00 – 14:20 The age of commerce Celine van Nes Strategy Director
14:30 – 14:50 Winning the digital shelf with content Julie Esteve Head of eMerchandising
15:00 – 15:30 Profitero, Accelerating your online sales Andrew Pearl VP Insights
Break
15:40 – 16:00 Retail Media Revolution Rutmer Faber Ecommerce Consultant
16:10 – 16:30 Bol.com, becoming a media player Justin Sandee Director Commercial Development
16:40 – 17:00 The future of shopping is social Maarten van Herck Experience Lead
17:00 – 18:00 Drinks
Moderator: Rik Mulder

4
14:00 – 14:20
Celine Nes
Strategy Director, Publicis Groupe
Presenting:
The age of commerce

PUBLICIS GROUPE x eCOMMERCE SUMMIT
New Age of Commerce

“Commerce isn’t the cherry on
the cake, it’s the new cake.”
-Jean Paul Agnon
Former CEO of L’Oréal

The world is on fire, unlocking new cultural trends
Covid-19 pandemic
Pre-pandemic
celebration?
High inflation
2019 2021 2022
Digital living The great indoors The cost of living

PUBLICIS GROUPE x eCOMMERCE SUMMIT Source: Statista & Eurostat Survey on ICT Usage/Foresight
Factory
But in the midst of every crisis lies great opportunity
87,6%
eCommerce
growth the coming
3yrs
68%
Digital Ad Spend
growth coming
3yrs
25%
Of the total Retail
Sales in NL will be
represented by
eCommerce in
2023
37%
Share in source of
inspiration held by
Online Retailers

These trends are more than just post-pandemic hype
Customers don’t think in terms of
channels. They expect seamless, high-
quality experiences no matter where, when,
or how they shop. This has led to several
major commerce trends.

Everyone’s
a Retailer
The Virtual
Economy
Experiential
E-commerce
Perfect Delivery
Every Time

Everyone’s
a Retailer
This shift describes how, in a
decentralized Creator Economy, there are
no gatekeepers.

Signals
The Creator Economy is booming,
empowering self-starters – from video game
streamers to fashion designers to podcasters
– to monetize their skills and nurture close-
knit customer communities.

How to act
▪ Support the Creator Economy
▪ Don't rule out brick and mortar
▪ Dip your toe in the retail water
▪ Expand your horizons when it comes to
competitive analysis

Source: https://www.youtube.com/watch?v=0Iyz3XHwl6g&t=1s

The Virtual
Economy
This shift describes how digital assets
such as NFTs and in-game goods
proliferate online and in the
metaverse.

Signals
The concept of a virtual economy first
emerged in the gaming world, and it’s where
much virtual investment behaviour still occurs.
29% of global consumers have bought an in-
game item, such as skins, characters or loot
boxes, and a further 21% are interested in
doing so. Uptake is highest in Vietnam and
China, where 51% and 46% respectively have
bought an in-game item.

How to act
▪ Acquire your target audience in its preferred
digital spaces
▪ Build virtual marketplaces for your brand
▪ Consider how digital offerings can be
incorporated into IRL brand spaces
▪ Develop virtual offerings

Source: https://www.youtube.com/watch?v=zGoEJ-H6_eM

Experiential E-
commerce
This shift describes how retailers are
required to deliver more immersive and
entertaining experiences via digital
channels.

Signals
COVID has accelerated the shift toward e-
commerce. 38% of global consumers
expect to shop online more in the next 12
months compared to pre-pandemic life. 62%
are interested in using AR to see how
products could look in their home.

How to act
▪ Replicate the best of IRL retail online
▪ Take the risk out of online purchases
▪ Explore how AI can add a layer of
personalization

Pasarina by
Ranch Market
AR supermarket app sends
shoppers on a treasure hunt to find
promotions

Perfect Delivery
Every Time
This shift describes how retailers are
adapting to fulfil consumers'
expectations of on-demand convenience.

Signals
The COVID-19 pandemic has increased
consumer reliance on e-commerce and
delivery. Consumers’ expectations for speedy
delivery have never been higher. 42% of global
consumers (nine-country average) have used
a quick delivery service or app to get
groceries or household items delivered in an
hour or less, with a further 28% interested.

How to act
▪ Bring the POS to consumers
▪ Build flexibility into your delivery offers
▪ Bring your logistics closer to consumers
▪ Use automation to facilitate ultra-responsive,
convenient delivery
▪ Offer delivery-based perks for loyal
customers

Source: https://www.youtube.com/watch?v=qA2qXk_xT80

The accelerating speed of change means
brands and retailers really can’t afford not to be
on top of what’s happening around them and
what that means for them, whether that’s
shopper attitudes, the continuing evolution of e-
commerce and physical stores or the arrival of
new sales channels and platforms.
The only constant in commerce is change

# 1 Customizable Products & Personalization
#2 Flexible Payment Options
#3 Exclusive Products & Subscription-Based eCommerce
#3 Visual Merchandising
#4 Micro-Moments
#5 Video Content
#6 Long Sales
#7 Promote Content, Not Store
#8 No Photoshop
#9 Big Data
#10 Find Your Niche
What’s next?

Thank you

30
14:30 – 14:50
Julie Esteve
Head of eMerchandising, Publicis Le Pont
Presenting:
Winning the digital shelf with content

Click to edit Master title style
• Click to edit Master text styles
• Second level
• Third level
• Fourth level
• Fifth level

% of consumers increasing
time spent on each channel
during and after the COVID-
19 pandemic
48% 47% 47%
45%
39%

38%
14%
19%
22%
20%
18%
14%
29%
19%
12%
21%
8%
18% 16% 19%
14%
3%
16%
12%
13%
% of users that
accessed at least one
service from industry
59%
21%
Banking Insurance Grocery Apparel Enterta-
inment
Social
Media
Travel Telco
Carriers
Utilities Public
sector
37% 38% 39%
32%
17%
45%
32%
26%
1.6 1.6 2.0 1.7 2.0 1.8 1.2 1.5 1.6 2.1
Before COVID-19 Increase during COVID-19

Only a reduced number of SKUs are visible on
digital shelf.
Visit in-
store
Desktop
search
Mobile
search
Voice
search

An additional 17% of clicks
stay on the first page
Only 19% of clicks are past
the first page of results
64% of clicks are on the
top 3 items (range 39-81%)
Source: Profitero data 2021

WRITTEN ASSETS
2. FEATURE BULLETS
3. PRODUCT
DESCRIPTION
1. PRODUCT NAME
4. HIDDEN
KEYWORDS
VISUAL ASSETS
6. VIDEO
7. ENHANCED
CONTENT
4. SECONDARY
IMAGES
5. HERO IMAGE

Product
features
Ingredients
Usage
directions
Texture

Analyze
Deploy &
optimize
Create
Create data-driven and mobile-
first content that wins visibility
metrics and consumer
engagement.
CREATE
Ensure content
implementation on eRetailers
with “always-on” optimization.
DEPLOY & OPTIMIZE
Measure shelf performance &
current content opportunities to
prioritize production and drive
efficiencies.
ANALYZE
ANTICIPATE
Use Predictive Intelligence to
define best standards for visual
and written content.
Anticipate
Powered by data.

• Automated consumer
research & commerce
insights
• AI & A/B testing
frameworks
• Product Pages Content
• Brandstores
• D2C/brand.com
• iMedia
• Search & Content
strategy
• eRetailer growth
drivers' analysis
• Go-to-market product
launch
• Retailer assortment
optimization &
maintenance

53
15:00 – 15:30
Andrew Pearl
VP Insights, Profitero
Presenting:
Profitero, accelerating your online sales

Accelerating
your Online
Sales
Andrew Pearl
VP Industry Insights,
Profitero
Through Profitable Growth

Few companies
are maximizing
data & analytics
How would you describe your organization’s eCommerce
capabilities / approach to data & analytics?
Source: Profitero 2021 eCommerce Benchmark Survey

Be profitable
Be convincing Be findable
Be available
Assortment In stock
Organic
search
Sponsored
& display
Buy Box
Price &
Promotions
Imagery &
content
Ratings &
reviews
Grow market
share
Understanding
your
performance on
the Digital Shelf
is vital to
achieve your
eCommerce
goals

Win at availability
+42% sales loss when
in stock rate drops from
90% to <30%
Win at search
+86% sales lift
by getting in top
10 spots
Win at reviews
+206% sales lift, going
from 1-5% to 5-10%
more reviews / month
Win at content
+58% sales lift by
improving content to
meet benchmarks
Win at price
Takes 4 days to regain
sales when you lose
the Buy Box to 3P
Source: Profitero ROI research 2020 and 2021 (U.S.)
Optimization really does pays off

Be profitable
Be available
Assortment
In stock
Organic search
Sponsored & display
Buy Box
Price & Promotions
Imagery & content
Ratings & reviews
Grow market
share

A pet client recently analyzed their
portfolio in a fast growing category.
Almost all of their products lack the right
unit economics to realize any ROI when
you factor in marketing spend.
Until unit economics are improved,
sustained growth is impossible.
A profitable
assortment is the first
principle of growth

Competitive insight
must be your guide
through the negative
headwinds
(You may learn something
to benefit your portfolio)
Case Size / count Promotional Activity
Trend-based
innovation

Be profitable
Be available
Grow market
share
Assortment
In stock
Organic search
Sponsored & display
Buy Box
Price & Promotions
Imagery & content
Ratings & reviews

Being OOS not only erodes sales, it erodes marketing ROI

You can bury a body
on Page 2 of search
70%
of consumers never
click past the first page
of results
Sales uplift of appearing in
the top 10 spots of search
results, organically
Source: Millward Brown Digital Source: Profitero
www.DontGetBuried.com

+
Organic search optimization must be the foundation
Brands see 4x more sales by getting products to Page 1 organically, versus through paid ads
Retailer platforms are influenceable in different ways:
Source: Profitero

69
Make benchmarks your starting point
Source: Profitero “The ROI of Improving Product Content” report (March 2021);
Products achieve a 23% to 36% sales lift by meeting best seller benchmarks for the category
Avg. lift for products meeting best
seller content benchmarks

70
And never forget we are all susceptible to retailer errors
Would you like a frying pan with those headphones?

In an algorithmically
driven eCommerce
landscape, fortune
favours agility

Make speed your ultimate differentiator
Daily Data Take action
Product(s) are out of stock
Turn off advertising. Confirm retailer is
ordering more inventory
Product pages are below benchmark
for content & reviews
Optimize content and resyndicate
Competitor products OOS
Intercept via keyword buys & grow
share
Your products fell off of page 1 Buy media. Optimize content

Ways Profitero can help
Establish full visibility
of performance drivers
and competitors
- at scale
Advanced analytics
to help you find best
opportunities in your
category
Consulting services
to help embed data
workflows across
teams

74
15:40 – 15:00
Rutmer Faber
Ecommerce Consultant, Publicis Groupe
Presenting:
Retail media revolution

Retail Media Revolution
1 1 - 1 0 - 2 0 2 2
A M S T E R D A M

Arthur Sadoun
Publicis Groupe CEO
“[We expect that] retail media
as a channel will SURPASS
TRADITIONAL TV ADVERTISING
SPEND by 2025”

AGENDA
•Defining Retail Media
•Growth & business implications
•Looking into the future

RETAIL MEDIA DEFINITION
Retail media is retailer-owned inventory,
allowing brands to market to consumers
near their point of purchase, either online
or in-store
inventory based on first party retailer data
activated outside the retail environment
+

CORE ECOSYSTEMS FOR RETAIL MEDIA IN NL
Direct-to-retail Retail Media Network Marketplace

80
c
c
MOST COMMON RETAIL MEDIA AD FORMATS
Search (sponsored ads)
c
Display
Online other Offine other

TRENDS THAT FUEL RETAIL MEDIA GROWTH
TV
Digital
ads
In-Store
Trend 1:
Decline lineair
TV
Trend 2:
Depreciation 3rd
party
cookies
Trend 3:
Digitazation of
instore
environment
Retail
Media
Source: eMarketer Retail Media Round Up March 2022

MOST EU COUNTRIES ARE FAR FROM MATURE
Global Retail
Media will is
expected to be
worth over 135
billion dollar in
2026 and grow
with around 25%
per year*
Retail Media % of Total Digital Ad Spend (Approx.)
Retail
Media
Sophistication
Nascent (5-10%)
Limited
investment or
standalone retailer
propositions.
Emerging (10-15%)
Second generation
of retail media
platforms
emerging, growing
sophistication.
Full-funnel (25%)
Mature retail self-
serve platforms
and full-funnel
inventory.
Walled-Gardens
(40%)
Mature inventory,
unique to localised
behaviour.
Source: : eMarketer Retail Media Round Up March 2022 | IAB Europe – Daniel Knapp 2022

RETAIL MEDIA WILL TRIPLE BY 2026
+26% YoY | +3x faster vs. total digital
€ 25.1bn
TV ads
2026
Retail Media
2026
€ 24.8bn
Source: IAB Europe – Daniel Knapp 2022
0,24
0,30
0,37
0,47
0,59
0,75
0,00
5,00
10,00
15,00
20,00
25,00
30,00
2021 2022 2023 2024 2025 2026
Retail Media Ad Spend (€bn)
Rest EU NL

GROWTH WILL BE FUELED FROM SEVERAL AREAS
Time
Budget
Supplier Funding
Commercial
Agreements
Retail Media
Investment
36%
28%
19%
14%
3%
Shift from
traditional
Organic
growth in
digital
Shift in
trade
Shift from
other digital
channels
Shift in events,
sponsorships etc.
Source: eMarketer Retail Media Round Up March 2022 | BCG Commerce Media Survey 2022

INTEGRATED MEDIA PLANNING IS ESSENTIAL
Old Silos New Silos No Silos
Brand
Marketing
Retail
Marketing
Brand
Marketing
Performance
Marketing
E-Commerce
Customer
Marketing
Shopper
Marketing
Integrated
Marketing
Planning
(Omnichannel)

NOW IS THE RIGHT TIME TO ASK FOR MORE
Specific media
inventory with ROI
Local stock
levels
Audience and insights
sharing
SKU level
conversion data
API
Reporting
Omnichannel
analytics
Co-ordinated
Media Strategy
New ways of
collaboration
Personalised
experience
development

RETAIL MEDIA IS JUST GETTING STARTED
0
0,2
0,4
0,6
0,8
1
1,2
Auchan
Eleclerc
Asda Zalando Otto Jumbo Douglas
Casino
Group
Carrefour
Ocado
Intermarche
Sainsburys
Albert Heijn
Rewe
Tesco
More NL Retailers will follow
Bol.com
Source: IAB Europe – Daniel Knapp 2022

MORE IMPACTFUL POSITIONS
Growing performance inventory
Upper Funnel Growth
Technology
Transparency & evidence
0
10
20
30
40
50
60
70
80
90
100
1 2 3 4 5
Impact on click performance position change
CTR
Brands
Retailer
€
CVR ROAS
+67% +25% +200%
+50%
Source: Mabaya blog: Wear sunscreen and go up |SP performance analysis Publicis Commerce NL

ADDIONAL IMPACTFUL POSITIONS
Upper Funnel Growth
Technology
Check-out
Favourites

MORE & ADDITIONAL FORMATS FOR BRANDING
Upper Funnel Growth
Technology
Livestreaming
In-store digitization
Onsite Brand/Video
inventory
Offsite display/video
inventory

SELF-SERVICE AS A STANDARD & AUTOMATION
Upper Funnel Growth
Technology
Self-service to be standard
API connections Campaign automation & insights

EVIDENCE LED PROVE & PERFORMANCE
Upper Funnel Growth
Technology
Third party measurement
Attribution options
Building cases & evidence

ALL THESE CHANGES ARE ADDING COMPLEXITY
Talent Tech Partnerships
Tech
Commerce
Intelligence
WE ARE HERE TO HELP

95
16:10 – 16:30
Justin Sandee
Director Commercial Development, Bol.com
Presenting:
Bol.com, becoming a media player

Justin Sandee | Director Commercial Development
Becoming a media player
Publicis Commerce Day ‘22
bol.com

7/10
Highest rated
companies are Platforms
30%
Worldwide economic activities
via Platforms
25€bn
Retail Media Adspend
Europe in 2026
63%
Of products related Searches
Start on Marketplaces
Platform Revolution
Sources: Bloomberg, McKinsey, Wunderman Thompson, Zenith, IAB Europe

Matchmaker of Demand and Supply
Shopping Starting Point Selling Starting
Point
Advertising Starting Point – Retail Media
13 mln
loyal Customers
50.000
Partners

Help Advertisers grow their business in a
way that is relevant for Customers and fits
the bol.com Platform

Let’s P eak. 2022
Relevant for Coustomers Effective for Advertisers Scalable

Let’s P eak. 2022
Relevant for Customers Effective for Advertisers Scalable

Let’s P eak. 2022
Relevant for Customers

Let’s P eak. 2022
Effective for Advertisers

Let’s P eak. 2022
In-App Display
+ Category targeting
+ Conversions Insights

Thank
you!
Let’s P eak. 2022

114
16:40 – 17:00
Maarten van Herck
Experience Lead, Publicis Groupe
Presenting:
The future of shopping is social

Source: https://www.youtube.com/watch?v=AIqXqas9GM8

TAPINTO THECULTURE OFYOURCUSTOMERS ATEVERY STEP

UNITING ACOLLECTIVEOFMODERNCREATIVES

Wie gelooft in jongeren,
spreekt hun taal
Source: https://www.youtube.com/watch?v=iRnhiuG0xt8

Source: https://www.tiktok.com/@averagerob/video/7093547967893785862

Source: https://www.youtube.com/watch?v=Gg0s4Z3gaWc

Source: https://www.youtube.com/watch?v=iIipa3-7xFg

IT’S ALLABOUTDOINGANDRISKTO FAILTO NOTBELEFTBEHIND

Publicis Commerce Day 2022 - NL

Publicis Commerce Day 2022 - NL

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