WPP has launched ‘Everymile’ – expanding its offer with a new fully managed service. Everymile will provide brands with an outsourced direct-to-consumer (DTC) ecommerce solution.
The new venture builds on WPP’s existing global omnichannel commerce capabilities in strategy, customer experience and technology development. The service supports demand generation, online trading and merchandising, supply chain and logistics. It will enable companies and brands to deliver brand-led DTC commerce – from the customer’s screen to their doorstep. WPP says this will be simply and cost-effectively.
WPP says the launch of Everymile makes it the only company in its sector to offer an end-to-end ecommerce solution.
The new service will be led by Mark Steel, previously Director, Retail & Consumer Industry at Google Cloud. He is joined by WPP CFO John Rogers, who is executive sponsor of Everymile. Mark is joined by an experienced leadership team drawn from a range of commerce disciplines. This includes logistics and fulfilment, customer service, technology and CRM, and from companies including Sainsbury’s, Disney Store and ASOS.
Looking after the entire end-to-end eCommerce process
Everymile will look after the entire process from the minute a customer visits a brand’s website. (Having first helped the target audience to find that website) and clicks-to-order, through to the delivery of their purchase. Its solution will be tailored to a client’s specific demands and expectations. It allows brands with a business and commerce strategy in place to overcome many of the operational challenges in eCommerce. This includes lack of customer data, cost to entry and management of multiple third parties.
Mark Steel, CEO at Everymile said, “Developing DTC capabilities is a strategic imperative for brands today. We know that getting it right is complex. Everymile is there to help with those complexities, drawing upon our collective experience and expertise. We plan to help brands short-circuit the set-up phase by using our proven go-to-market strategy, technology and partnerships. We see ourselves as a growth partner for clients, helping build brand awareness and driving online sales for them. This should save them both time and stress. We look forward to working with the world’s most exciting brands to deliver their DTC commerce ambitions.”
Everymile is built on a proprietary eCommerce technology platform, drawing upon the commerce proposition offered by WPP’s Cloud Commerce Group. The company says it has already helped successfully deliver complex omnichannel commerce to global brands. This platform gives Everymile clients full ownership of their online brand experience and first-party customer data. They can then use these insights to create innovative, personalised experiences, ensuring customer relationships are nurtured and enhanced long-term. In addition to support new product development. WPP agencies will also partner to integrate their creative and media solutions and to give cost-effective global reach and scale.
Shift to DTC Commerce
As a fully managed service, Everymile will help bring products to market quickly, and at lower barriers to entry. This will enable clients which choose to do so to build their own in-house DTC capabilities over time. By helping clients to bypass the lengthy journey of managing multiple partners across the value chain. It also ensures consistency across every customer touchpoint throughout the DTC experience.
Everymile has a transparent revenue share commercial model. It provides clients with the technology, talent and capabilities needed to deliver world class DTC commerce. By working on a revenue share basis, it ensures all teams are focused on delivering great results for customers.
According to Mark Read, CEO of WPP, “The last couple of years have changed the way people shop forever. The acceleration of eCommerce, the shift to customers buying direct from brands, and the increasing importance of social in the commerce journey. These trends have all meant that there is a demand for a fully managed service with omnichannel expertise. WPP is a leader in commerce services, with existing strength in strategy, creativity and integrated experience. Now is the perfect time to launch the Everymile service.”
Enterprise Times: What this means for business.
It’s interesting that so many companies are jumping on the eCommerce bandwagon. Digital penetration and eCommerce spend continues to grow at a significant rate. According to Adobe Insights, US eCommerce sales are expected to exceed $1 trillion in 2022, up 3% from 2021. Shopify estimates that the global eCommerce market is expected to total $5.55 trillion in 2022. That figure is estimated to grow over the next few years, showing that borderless eCommerce is becoming a profitable option for online retailers. Furthermore, consumers now have even more choice and control of when and how they choose to buy. As a result, enterprises have to develop engaging, brand-led experiences through which to build a direct relationship with their shoppers.
WPP’s new proposition sounds compelling. The company says Everymile provides a completely new proposition for brands. A fully managed direct-to-consumer commerce service that enables brands to deliver their DTC ambitions through a strategic partnership with WPP. However, does the company have the technological depth or infrastructure to compete with the existing established players? Only time will tell.
