{"id":10395,"date":"2020-10-22T18:42:07","date_gmt":"2020-10-22T17:42:07","guid":{"rendered":"https:\/\/www.keyade.com\/?p=10395"},"modified":"2020-10-22T18:44:37","modified_gmt":"2020-10-22T17:44:37","slug":"developper-son-business-omnicanal-avec-groupm-commerce","status":"publish","type":"post","link":"https:\/\/www.keyade.com\/fr\/blog\/developper-son-business-omnicanal-avec-groupm-commerce\/","title":{"rendered":"D\u00e9velopper son business omnicanal avec GroupM Commerce"},"content":{"rendered":"\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1200\" height=\"274\" src=\"https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2020\/10\/JH-GMC-1200x274.png\" alt=\"\" class=\"wp-image-10397\" srcset=\"https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2020\/10\/JH-GMC-1200x274.png 1200w, https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2020\/10\/JH-GMC-900x206.png 900w, https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2020\/10\/JH-GMC-768x176.png 768w, https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2020\/10\/JH-GMC-1536x351.png 1536w, https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2020\/10\/JH-GMC.png 1889w\" sizes=\"auto, (max-width: 1200px) 100vw, 1200px\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">[INTERVIEW] J\u00e9r\u00e9my Hoy, Directeur de GroupM Commerce<\/h2>\n\n\n\n<p><strong>En quelques mots, qu\u2019est-ce que GroupM Commerce&nbsp;?<\/strong><\/p>\n\n\n\n<p>GroupM Commerce est l\u2019entit\u00e9 de consulting strat\u00e9gique de GroupM d\u00e9di\u00e9e au d\u00e9veloppement du business omnicanal des clients du groupe. Nous conseillons nos clients sur leurs circuits de distribution, leurs activations m\u00e9dia online et offline, et nous les accompagnons dans la construction de leur strat\u00e9gie de mesure de l\u2019efficacit\u00e9 business. Les activit\u00e9s de GroupM Commerce se trouvent \u00e0 la convergence de plusieurs directions m\u00e9tiers dans les organisations : le marketing bien s\u00fbr (avec le marketing produit, distribution, mais aussi communication et m\u00e9dias), les syst\u00e8mes d\u2019information (quand nous travaillons sur des solutions de mesure int\u00e9gr\u00e9es) et, bien entendu, toutes les directions digitales, e-commerce et omnicanales quand elles existent. Au final, nous nous positionnons comme un partenaire de d\u00e9veloppement du business omnicanal, que ce soit sur de nouveaux canaux ou de mani\u00e8re globale consolid\u00e9e.<\/p>\n\n\n\n<p><strong>Quelle est la valeur ajout\u00e9e de l\u2019offre GroupM Commerce&nbsp;?<\/strong><\/p>\n\n\n\n<p>Nous sommes int\u00e9gr\u00e9s \u00e0 un groupe m\u00e9dia mais nous ne parlons pas que du m\u00e9dia et nous nous appuyons sur la richesse des savoir-faire de tout le groupe WPP pour apporter une solution compl\u00e8te \u00e0 nos clients (cr\u00e9a, CRM, m\u00e9dia, offline\u2026). Contrairement \u00e0 une prestation de consulting classique, l\u2019\u00e9cosyst\u00e8me WPP nous permet d\u2019accompagner nos clients jusque dans l\u2019impl\u00e9mentation op\u00e9rationnelle des strat\u00e9gies que nous \u00e9laborons pour eux. Notre promesse est de traduire toute leur intelligence marketing dans la r\u00e9alit\u00e9 de l\u2019ex\u00e9cution en mettant en place une grille de lecture compl\u00e8te de leur business omnicanal.<\/p>\n\n\n\n<p><strong>A quels types de probl\u00e9matiques r\u00e9pondez-vous&nbsp;?<\/strong><\/p>\n\n\n\n<p>Aujourd\u2019hui, 90% de nos services aux marques portent sur l\u2019e-commerce, cependant les sujets li\u00e9s aux points de vente physique (drive-to-store) restent encore tr\u00e8s pr\u00e9sents (\u00e0 plus forte raison post-confinement). Sur ce point de la mesure drive-to-store, je suis fier de pr\u00e9ciser que GroupM Commerce a particip\u00e9 aux premi\u00e8res certifications drive-to-store au sein de la Marketing Mobile Association (publi\u00e9es le 15 octobre dernier). Cela est vraiment significatif pour notre \u00e9cosyst\u00e8me car cette initiative regroupe une pluralit\u00e9 d\u2019agences, de r\u00e9gies et de technologies et visent \u00e0 normaliser la compr\u00e9hension de ce segment du march\u00e9 de la publicit\u00e9.&nbsp;<\/p>\n\n\n\n<p>De mani\u00e8re g\u00e9n\u00e9rale, nous accompagnons les marques sur des probl\u00e9matiques \u2018commerce\u2019 plus larges, dans toutes les strat\u00e9gies consistant \u00e0 mesurer l\u2019impact de leurs investissements sur les conversions omnicanales&nbsp;: impact d\u2019une campagne TV, de campagnes search, de l\u2019activation ou non de la distribution sur Amazon, impact des diff\u00e9rents r\u00e9seaux de distribution sur les ventes, etc.<\/p>\n\n\n\n<p><strong>Quel serait un enjeu majeur du e-commerce pour les marques&nbsp;?<\/strong><\/p>\n\n\n\n<p>Pour d\u00e9velopper le business omnicanal, chaque strat\u00e9gie est unique. Mais s\u2019il y a bien une chose qui reste ancr\u00e9e dans notre discours, c\u2019est l\u2019importance de travailler la pluralit\u00e9 des circuits de distribution&nbsp;! Aussi bien dans le mix (e-commerce, points de vente, grande distribution, r\u00e9seaux partenaires, r\u00e9seaux sp\u00e9cialis\u00e9s\u2026) que dans le choix des partenaires. En e-commerce par exemple, on pense souvent \u00e0 Amazon pour une strat\u00e9gie de distribution. Bien entendu, c\u2019est un acteur incontournable \u00e0 consid\u00e9rer. Cependant, en France, nous avons la chance d\u2019avoir un \u00e9cosyst\u00e8me de distribution assez diversifi\u00e9, notamment avec la pr\u00e9sence des brick-and-mortar historiques qui ont su s\u2019exporter online (Carrefour, Leclerc, Fnac-Darty\u2026) ou des pure players locaux majeurs (Cdiscount, Veepee\u2026). Le r\u00f4le de GroupM Commerce est d\u2019appr\u00e9hender la pluralit\u00e9 des enjeux et potentiels qui s\u2019offrent aux marques et retailers, de rapprocher les organisations internes avec pour objectif final de trouver le bon \u00e9quilibre de distribution pour assurer une croissance omnicanale p\u00e9renne.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>[INTERVIEW] J\u00e9r\u00e9my Hoy, Directeur de GroupM Commerce En quelques mots, qu\u2019est-ce que GroupM Commerce&nbsp;? GroupM Commerce est l\u2019entit\u00e9 de consulting strat\u00e9gique de GroupM d\u00e9di\u00e9e au d\u00e9veloppement du business omnicanal des clients du groupe. Nous conseillons nos clients sur leurs circuits de distribution, leurs activations m\u00e9dia online et offline, et nous les accompagnons dans la construction [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":10399,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[93,295],"tags":[599],"class_list":["post-10395","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-nos-interviews","category-fil-actualite","tag-omnicanal"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>D\u00e9velopper son business omnicanal avec GroupM Commerce - Keyade<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.keyade.com\/fr\/blog\/developper-son-business-omnicanal-avec-groupm-commerce\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"D\u00e9velopper son business omnicanal avec GroupM Commerce - Keyade\" \/>\n<meta property=\"og:description\" content=\"[INTERVIEW] J\u00e9r\u00e9my Hoy, Directeur de GroupM Commerce En quelques mots, qu\u2019est-ce que GroupM Commerce&nbsp;? 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