Mirakl and Havas, one of the world’s largest global communications organisations have formed a global partnership to accelerate eCommerce and retail media growth. The partnership aims to harness the synergies of both organizations’ clients and partners. Mirakl says this partnership will create the most powerful independent retail media network for brands and retailers. It is expected to leverage Mirakl’s AI-powered advertising technology optimised for marketplaces and eCommerce. This partnership will also make Mirakl’s suite of solutions seamlessly available to Havas clients to sell on Mirakl-powered Marketplaces. Analysts expect it will position Mirakl as a strategic partner to help Havas clients launch and grow their marketplace.
Retail media allows retailers to monetise the 97% of website visitors that do not convert to sales. Unlocking a new source of revenue and profitability that is expected to reach a value of over $160 billion globally by 2027.
The new brand-agnostic platform will allow retailers to monetise their audiences. Supporting brands to optimise their digital advertising spend on eCommerce websites without compromising their data. By natively embedding this solution in the Mirakl suite, 400+ companies will have access to Mirakl Ads in all formats. Formats include from banners to sponsored search designed to create engaging, enhanced experiences for customers.
Customers have to digitise to survive
Brands supported by Havas Market will have seamless and dedicated access to 400+ marketplaces powered by Mirakl through Mirakl Connect. The suite of flexible onboarding solutions and the tools developed by Mirakl Connect will help these brands to easily manage and accelerate their eCommerce strategy on multiple Mirakl-powered marketplaces. Mirakl will be a partner of choice for Havas in helping to launch and grow marketplaces among its clients network.
“With Havas Market we are committed to taking a holistic, customer-centric view of our clients’ businesses. Finding the best solutions to create meaningful shopping experiences for consumers and drive incremental revenue for brands across all channels. Enabling our clients’ retail transformation requires partnering with the leading providers in the industry. With Mirakl we are building a truly synergistic offering. To deliver growth for both our clients and our organisations,” shared Yannick Bolloré, Chairman and CEO of Havas.
According to Philippe Corrot, co-CEO at Mirakl, “B2B and B2C companies have no other choice but to further digitise activities. Platform models such as marketplaces and dropship as well as retail media are among the strongest levers to generate new sources of growth and profitability. By joining forces with Havas, we will together accelerate the adoption of the platform models at a global scale. This will benefit consumers, operators and third-party sellers. The strength of the network and expertise of Havas and Mirakl combined will create a global leader in Retail Media. Extending the value creation for our common customers.”
Earlier this year, WPP, the world’s largest advertising company and BigCommerce announced a new strategic partnership. Similar to the Havas and Mirakl partnership, the agreement will provide omnichannel solutions to help WPP clients drive eCommerce growth. WPP clients can now maximise sales across hundreds of advertising channels and marketplaces. The partnership will give WPP priority access to new product tools on both BigCommerce and data feed management platform Feedonomics.
Enterprise Times: What this means for business
This sounds like the classic win-win situation. This global partnership gives Mirakl and Havas clients the tools to take advantage of this highly profitable opportunity. Merging Mirakl’s award-winning technology suite of solutions with the expertise of Havas’ full-service eCommerce offering. This partnership is part of a trend of global marketing and communications companies pooling resources with eCommerce or marketplace players.
Havas’s network is impressive. The company has developed a fully integrated model through its 70+ Havas Villages around the world, covering all communication activities. Mirakl Ads are the only retail-first, marketplace-ready ads solution also optimised for eCommerce. It brings together AI-supported technology with an international network of fully integrated clients and sellers. This represents nearly 1.3 billion monthly website visits across Mirakl’s top 200 clients alone. Hence this explains why this partnership is a win-win situation for both parties.