Publicis Groupe has bought Profitero, a SaaS global eCommerce intelligence platform helping brands accelerate commerce sales and profitability. Profitero’s solutions provide actionable insights and product visibility to more than 4,000 brands and 70 million products. Those products are available on more than 700 retailer websites, in over 50 countries every day.
Profitero’s eCommerce and omnichannel analytics allow brands to anticipate, activate, and automate the next best action. To fuel profitable growth for each item of their product catalogue.
By joining forces with Publicis Groupe, Profitero will access the necessary resources and capabilities to expand on its analytics core. As a result, it will become the first global commerce platform to truly support brands by using predictive intelligence. Publicis Groupe says it delivers a better product experience, optimizes content, increases results of organic search, and compares prices with competitors. Furthermore, the solution monitors product availability and tracks customer ratings and reviews, among other features.
Profitero’s products and technology
Profitero’s products, technology, and 300 employees will further scale and supercharge Publicis Groupe’s existing commerce capabilities around the world. Publicis is now positioned to help its clients exponentially grow their online sales by uniting four strategic pillars:
- People: A better understanding of people and how they shop, through Epsilon’s CORE ID offering. Hosting more than 300 million consumers. profiles worldwide.
- Product: The combination of the Groupe’s predictive Commerce Intelligence platform and Profitero will enable brands to maximize product performance relative to competitors across dozens of metrics. This includes paid and organic search placement, product content, pricing, stock availability and reviews across 700+ retailers. This is done by tracking and analysing over 70 million products.
- Placement: The ability to deliver retail media planning to manage ad placement and optimize the consumer journey, via CitrusAd. A leader in retail media, and the scale of Publicis Media.
- Platforms: Better experiences across the customer journey and greater agility and faster time to market for clients. Managed through Publicis Sapient’s business transformation expertise, combining consulting, design, and engineering to build platform-based businesses blending marketing, sales and service.
A product-focused company
Profitero will remain a product-focused company within Publicis, led by CEO Bryan Wiener and President Sarah Hofstetter. Wiener will report into Publicis Groupe Chairman and CEO Arthur Sadoun. Sadoun said: “By adding Profitero to our existing assets. We are now uniquely positioned across the four key pillars. Our clients need to connect, to capture an unfair share of the exponential growth in online sales. With us, our clients will seamlessly understand people, how they shop better than anyone else, thanks to Epsilon. Optimise their online product catalogue thanks to Profitero, maximize their online spend with retailers thanks to CitrusAd and the scale of Publicis Media. They will be able to deliver unique, creative, customer experiences, through platforms backed by Publicis Sapient’s engineering expertise. I am delighted to welcome Sarah, Bryan, and their outstanding team of experts to the Publicis family.”
Bryan Wiener, Profitero CEO said, “This is the best of both worlds. We retain our entrepreneurial spirit as a product-led organisation while benefiting from the Publicis Groupe’s diverse capabilities and scale. This brings immediate value to our clients and employees with increased product and technology investment. The includes the infusion of new media and content activation capabilities. This taps into the Groupe’s global talent to fuel our continued growth.”
Last month, WPP 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.
Enterprise Times: What this means for business.
According to industry analysts and commentators, Digital and eCommerce spend is expected to grow at a significant rate. Adobe Insights has projected US eCommerce sales 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. As a result, numerous companies are developing eCommerce apps, tools and platforms to get a slice of the spend.
Last month, WPP similarly entered the eCommerce marketplace with their own solution. Publicis Groupe is the latest example of the trends. Publicis Groupe will combine Profitero’s product data and analytics with the Groupe’s retail media, data, and commerce solutions. The new combination will offer unmatched capabilities for brands to maximise their online sales. It will be an interesting eCommerce battle between two global marketing giants – WPP and Publicis Groupe.