NEW OFFERINGS – HAVAS MARKET HAVAS MARKET How does Havas Market empower of the competition, to the client’s eCommerce consumers in their shopping journey? readiness. to the existing assets and the uniqueness of their products). Combining various With the COVID crisis, billions of consumers sources fromeCommercemarket studies, internal discovered the benefits of eCommerce (shops and third-parybechmarking tools, and eRetail always open, a vast selection of products, often platforms, Havas Market experts can bring an a cheaper price), but they also discovered the appropriate answer across 11 different markets inconvenience which comes with it (delivery issues, and for nine industry verticals, including FMCG, products out of stock, unclear product information). electronics, fashion, and pharma. Our ambition at Havas Market is to really empower the consumer making their shopping journey as Based on a mix of quantitative and qualitative seamless and meaningful as possible. BERTRAND business criteria, a rationale and estimate of our FRABOULET clients’ potential incremental revenue is produced, What are some of the pain points detecting niche opportunities and evaluating their experienced by clients and the future return on investment. solutions that Havas Market offers? Who are some Havas Market’s If consumers encounter difficulties with buying global clients? online this means that the brands experience pain points as well. With eCommerce, a FI ND I G After a few months of existence, we are proud brand’s retail and marketing strategy becomesdifferent. Brands need to adapt their logistics, N to say that Havas Market’s offering has alreadyconvinced several clients locally and globally, their pricing policy, and their product SOL UT I NS may it be for specific projects or the full assortment strategy. If they don’t find activable O eCommerce strategy. We advise clients from solutions to solve these pain points, brands very mature categories (such as electronics, may lose considerable opportunities to increase books, gaming and entertainment), but also their incremental revenue with eCommerce and nascent ones, with tremendous growing frustrate consumers. Havas Media Group’s Bertrand potential (FMCG, pharma, alcohol). Our Fraboulet, Global Head of portfolio naturally includes existing Havas Havas Market provides a holistic view of our Village clients but also features completely new clients’ business with a consumer centric Performance for Havas Global prospects, focused on eCommerce capabilities approach. We’re problem solvers and we find Operations, explains Havas that could not be addressed without Havas the best solutions adapted to their needs. Market, a new strategic full-service Market’s eCommerce offering. Our offering goes far beyond media, and ranges from focusing on specific challenges to eCommerce offering designed to What is in store for Havas Market in partnering on an entire eCommerce strategy. create a more meaningful shopping 2021? Whis this offering so importy ant The aims of Havas Market are to better experience for consumers. in the current market? understand shoppers’ behaviour and business opportunities; optimise product availability and One of the most interesting learnings of the delivery; craft the best and most compelling COVID crisis is that eCommerce sales increased content; enhance brands’ and products’ dramatically. Five-year revenue targets were visibility; better forecast sales and stocks. being hit in just a few months in the darkest days of the pandemic. At the same time, We work with brands to acknowledge and shoppers startedto missthe instantaneity, overcome key barriers with their customers, humanity, and tactility of in-person shopping making shopping easy and enjoyable. experiences. Now, shoppers simply want the best of both worlds. To answer this growing Tell us about the forecast tool and the need, brands have no other choice than to methodology behind it. implement robust omnichannel strategies. This means they must enable consumers to The very first question our clients ask about begin their journey when and where they wish, eCommerce is how much incremental revenue can whether that’s online or offline and finalise it in be generated through an efficient eCommerce a seamless way. strategy. That’s exactly the answer the Havas Market Forecast tool provides. We help clients to think about their retail strategy as a whole, with fully integrated online Using a unique and robust methodology, our and offline retail. Our ambition is to be able to experts feed the tool with data (ranging from the advise our clients on how to adapt their instore category eCommerce potential, to the intensity marketing to this new omnichannel challenge. 22 EPOH