On October 11th 2022 various speakers shared their expertise and vision on the future of commerce media and how to unlock these opportunities for your business. This included the rise of retail media, how to increase your visibility on the digital shelf and the future of social shopping.
3. 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. 4
14:00 – 14:20
Celine Nes
Strategy Director, Publicis Groupe
Presenting:
The age of commerce
6. “Commerce isn’t the cherry on
the cake, it’s the new cake.”
-Jean Paul Agnon
Former CEO of L’Oréal
PUBLICIS GROUPE x eCOMMERCE SUMMIT
7. 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
8. 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
9. PUBLICIS GROUPE x eCOMMERCE SUMMIT
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.
11. Everyone’s
a Retailer
This shift describes how, in a
decentralized Creator Economy, there are
no gatekeepers.
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12. Signals
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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.
13. How to act
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▪ 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
14. PUBLICIS GROUPE x eCOMMERCE SUMMIT
Source: https://www.youtube.com/watch?v=0Iyz3XHwl6g&t=1s
15. The Virtual
Economy
This shift describes how digital assets
such as NFTs and in-game goods
proliferate online and in the
metaverse.
PUBLICIS GROUPE x eCOMMERCE SUMMIT
16. Signals
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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.
17. How to act
PUBLICIS GROUPE x eCOMMERCE SUMMIT
▪ 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
18. PUBLICIS GROUPE x eCOMMERCE SUMMIT
Source: https://www.youtube.com/watch?v=zGoEJ-H6_eM
19. Experiential E-
commerce
This shift describes how retailers are
required to deliver more immersive and
entertaining experiences via digital
channels.
PUBLICIS GROUPE x eCOMMERCE SUMMIT
20. Signals
PUBLICIS GROUPE x eCOMMERCE SUMMIT
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.
21. How to act
PUBLICIS GROUPE x eCOMMERCE SUMMIT
▪ Replicate the best of IRL retail online
▪ Take the risk out of online purchases
▪ Explore how AI can add a layer of
personalization
22. PUBLICIS GROUPE x eCOMMERCE SUMMIT
Pasarina by
Ranch Market
AR supermarket app sends
shoppers on a treasure hunt to find
promotions
23. Perfect Delivery
Every Time
This shift describes how retailers are
adapting to fulfil consumers'
expectations of on-demand convenience.
PUBLICIS GROUPE x eCOMMERCE SUMMIT
24. Signals
PUBLICIS GROUPE x eCOMMERCE SUMMIT
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.
25. How to act
PUBLICIS GROUPE x eCOMMERCE SUMMIT
▪ 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
26. PUBLICIS GROUPE x eCOMMERCE SUMMIT
Source: https://www.youtube.com/watch?v=qA2qXk_xT80
27. 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.
PUBLICIS GROUPE x eCOMMERCE SUMMIT
The only constant in commerce is change
28. PUBLICIS GROUPE x eCOMMERCE SUMMIT
# 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?
30. 30
14:30 – 14:50
Julie Esteve
Head of eMerchandising, Publicis Le Pont
Presenting:
Winning the digital shelf with content
31.
32. Click to edit Master title style
• Click to edit Master text styles
• Second level
• Third level
• Fourth level
• Fifth level
33. % of consumers increasing
time spent on each channel
during and after the COVID-
19 pandemic
48% 47% 47%
45%
39%
34. 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
35.
36.
37.
38. Only a reduced number of SKUs are visible on
digital shelf.
Visit in-
store
Desktop
search
Mobile
search
Voice
search
39. 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
40.
41. 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
51. 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.
56. 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
57. 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
58. 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
59. 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
60. 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
61. 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
62. Be profitable
Be convincing Be findable
Be available
Grow market
share
Assortment
In stock
Organic search
Sponsored & display
Buy Box
Price & Promotions
Imagery & content
Ratings & reviews
63. Being OOS not only erodes sales, it erodes marketing ROI
64.
65. Be profitable
Be convincing Be findable
Be available
Grow market
share
Assortment
In stock
Organic search
Sponsored & display
Buy Box
Price & Promotions
Imagery & content
Ratings & reviews
66. 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
67. +
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
68. Be profitable
Be convincing Be findable
Be available
Grow market
share
Assortment
In stock
Organic search
Sponsored & display
Buy Box
Price & Promotions
Imagery & content
Ratings & reviews
69. 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. 70
And never forget we are all susceptible to retailer errors
Would you like a frying pan with those headphones?
72. 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
73. 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. 74
15:40 – 15:00
Rutmer Faber
Ecommerce Consultant, Publicis Groupe
Presenting:
Retail media revolution
78. 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
+
79. CORE ECOSYSTEMS FOR RETAIL MEDIA IN NL
Direct-to-retail Retail Media Network Marketplace
80. 80
c
c
MOST COMMON RETAIL MEDIA AD FORMATS
Search (sponsored ads)
c
Display
Online other Offine other
81. 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
82. 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
83. 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
84. 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
85. 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)
86. 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
87. 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
88. 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
91. SELF-SERVICE AS A STANDARD & AUTOMATION
Growing performance inventory
Upper Funnel Growth
Technology
Transparency & evidence
Self-service to be standard
API connections Campaign automation & insights
92. EVIDENCE LED PROVE & PERFORMANCE
Growing performance inventory
Upper Funnel Growth
Technology
Transparency & evidence
Third party measurement
Attribution options
Building cases & evidence
93. ALL THESE CHANGES ARE ADDING COMPLEXITY
Talent Tech Partnerships
Tech
Commerce
Intelligence
WE ARE HERE TO HELP
94. 95
16:10 – 16:30
Justin Sandee
Director Commercial Development, Bol.com
Presenting:
Bol.com, becoming a media player
95. Justin Sandee | Director Commercial Development
Becoming a media player
Publicis Commerce Day ‘22
bol.com
96. 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
97.
98.
99. Matchmaker of Demand and Supply
Shopping Starting Point Selling Starting
Point
Advertising Starting Point – Retail Media
13 mln
loyal Customers
50.000
Partners
100. Help Advertisers grow their business in a
way that is relevant for Customers and fits
the bol.com Platform
101. Let’s P eak. 2022
Relevant for Coustomers Effective for Advertisers Scalable
102. Let’s P eak. 2022
Relevant for Customers Effective for Advertisers Scalable