00:00Maïa Noël, Arthur, le meilleur publiciste CEO ever, Alexandre, Maïa, bon courage.
00:17Bonjour à tous. Je suis Maïa Noël, le directeur de France Digital,
00:24le biggest start-up and VC association in Europe.
00:28So, my day-to-day work is to fight so that we can see European tech champions emerge.
00:35And speaking of European champions, I'm lucky to be with two CEOs
00:41of the two largest French, or I would say, European companies.
00:47And today, we're going to talk about a specific topic, which is retail media.
00:53So, to start a conversation, I will have a very technical question.
00:57What is retail media?
00:59So, please, Arthur, you have less than five minutes,
01:03and please make sure that people don't fall asleep.
01:06I mean, first, the good news is Maïa was saying,
01:09I don't know if people will show up for retail media.
01:12We have a couple of people that are still entering.
01:13So, to cut a long story short, retail media is any kind of advertising
01:20you can do on an e-commerce website.
01:23The reason why we think with Alexandre that this is an important topic
01:27for a session like Vivaldeck is that it's important to know that our clients,
01:33CPG clients in particular, will actually spend more money in retail media
01:39than they are spending in linear TV in the future.
01:42Which means that, to give you an example, in a couple of years now,
01:47Walmart.com will have more money from advertisers than CBS.
01:52And don't ask me why, but as I know there is a lot of French people here,
01:56in a couple of years, it is probable that Carrefour.fr will be a bigger media than TFR.
02:05And this will happen because, yeah, maybe, if we do that, we'll try.
02:10I agree.
02:11We have a lot of people and partners here to do that.
02:14But what is important there, and I'll stop quickly,
02:16is to understand that if you just visualize what it means to do ad on the point of sales,
02:23where you have a qualified audience and you can go faster in transformation.
02:27This is what happened with what we call promotion in French.
02:30And this is exactly the same thing that happened in digital,
02:32but where you know better your customer,
02:35when you can deliver the right message at the right moment,
02:38where you can make sure that this is more efficient,
02:41and, by the way, where you can link offline with online in a totally seamless way.
02:47Anything to add?
02:48And for Carrefour, retail media is a new adventure.
02:55It's a new line of business.
02:57Twenty years ago, we were launching gas stations.
03:01We were launching travel agencies.
03:04And now, we launch a media business.
03:07And, of course, it's brand new for us.
03:09It's related to the transformation we make into a digital retail company.
03:16Retail media is at the heart of that.
03:19And we want to optimize the value of our assets.
03:23And we realized very early on the extraordinary value of our data customers.
03:31We have seven million transactions in our stores, on our sites, each day.
03:38Very early, we decided to structure that into a massive data lake with IEA, with machine learning.
03:46We have now a 10 billion transaction data lake.
03:50And with that now, we have a perfect vision of customer data behavior on real-time.
03:58What we have to do now on this retail media,
04:01is to transform that into marketing capabilities, into advertising.
04:07And that is retail media.
04:09And it's a huge potential for our suppliers and for Carrefour.
04:13So you're saying it's more powerful than simply targeting advertising?
04:17It's retail media.
04:18Yeah, for the customer, the difference is very difficult to see.
04:21When you have retail media on classic advertising, it's the same thing.
04:26But the difference is the capability you have to target to address the right message, the right offer, to the
04:34right customers.
04:35This capability, you have to target it very well.
04:39Let's take an example.
04:41Our suppliers, they spend marketing budget on Google, on TF1, on different medias.
04:48But they don't know if the customer who see the ad have bought the product.
04:53They don't see that.
04:54And when they launch a product, they buy a panel in order to see what is the behavior of the
04:59customers.
05:00With retail media, it's far more precise, far more personalized.
05:04They know exactly what is the behavior of the customers, how the customer behaves, and they can target it very
05:12efficiently on real-time.
05:14And that is retail media.
05:16Okay.
05:17And so, why this alliance?
05:20Why Publicis and Carrefour?
05:21It seems to be the first type of the kind.
05:24We didn't know what to do, so we thought we'd invent something.
05:28Now, more seriously, the question in Europe is that the market is super fragmented.
05:33And so, big players need to start to work together if you want to get there.
05:38And maybe the biggest message we got for any retailer that is in the room is,
05:42you need to know that you guys that are doing e-commerce in a way or another represent 85%
05:48of the sales.
05:49Retailers represent 85% of the sales.
05:51And they only represent 15% of retail media.
05:5685% of the market, only 15% of market share.
06:01Guess who's winning?
06:02Amazon.
06:03Are we going to let that happen or are we going to do something?
06:06This is, of course, very important for retailers, but it's also very important for the brands.
06:12Because at the end of the day, what retail media allows the brands to do,
06:16which is, I think, super important for anyone that has customers, is to take back control on your customer.
06:22Make sure that you create this direct relationship and you start to build first-party data that is the future
06:28of any company.
06:28And, of course, the key point is be capable to be fast and have a large scale immediately.
06:36So, we used to have a large scale inside Carrefour, 10 billion transactions in the data lake, but it's not
06:41enough.
06:42So, thanks to Publicis, we enlarged that to all continental Europe and to LATAM.
06:49And now, we try to convince, and you will see that it's the case today, many other retailers to join
06:55us to make the data lake increase in order to have the scale immediately to compete with Amazon.
07:01Yes, I mean, you are Carrefour.
07:04We are Carrefour.
07:05You are Carrefour.
07:06And so, there are some other actors on the market.
07:10I can say a lot of French tech actors, such as Criteo.
07:14We can also say, I think that Miracle signed a contract with Maison du Monde this morning.
07:19And they seem to be a bit more agnostic, you see.
07:22Aren't you afraid to scare off your competitors?
07:25You know, it was very interesting for us.
07:27We just finished to conclude to build the company.
07:31And during the three months, we discussed with retailers.
07:35On retail media, we are not competitors.
07:37We can be competitors every day.
07:39But on retail media, we are not.
07:40But we have to demonstrate to them.
07:43First, we have the best tech.
07:46And Publicis has built the best tech in this sector.
07:49They have invested a lot.
07:51They continue to invest.
07:52And in the meantime, we have to give them guarantees about the price.
07:57Privacy of the data.
07:59Compliance GDPR.
08:01Privacy of the data.
08:02The fact that the new joint venture would be independent from Carrefour and Publicis.
08:08And that's what we have done.
08:09And we have succeeded in that because we will announce the number of partners that
08:14has already signed before the launch of the company.
08:18Yeah.
08:19You made the announcement six months ago.
08:20That's it.
08:21We conclude.
08:23The company is built today.
08:24It's announced today.
08:25We just obtained the authorization.
08:27The idea was six months ago.
08:28But I would like to come back to that because this is the main point.
08:31And we have heard a lot of things about that.
08:33First, I think that everyone in this room will agree that digital has break in any kind
08:37of silos.
08:38And from that, you have new partnerships that are emerging everywhere.
08:42And this is what we are trying to do.
08:44But more importantly, and I'm sorry to say it, but in tech, scale matters.
08:49You start small and then you start building.
08:51And if you look at all the giants that have been created in the tech companies, first of
08:56all, they are all agnostic.
08:58You can work with competitors to build something big.
09:00And second, if you don't take the topic together, you won't have the scale to make it work.
09:06Okay.
09:07So where are you at now?
09:09Well, you're launching the product.
09:11So we're launching the company.
09:12We obtain all the authorization.
09:14We launch it.
09:15We announced today the first companies that join us.
09:20And I want to thank them a lot.
09:21And I think we have a little video to see what we really do in the last three months.
09:27So we launch the video if it works.
09:35We'll see you soon.
09:42Bye.
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