[CLIENT TESTIMONY] Develop an omni-channel vision of consumer journeys to understand the impact of digital on store sales: Gémo and Bocage

Develop an omnichannel vision of your consumer’ journeys to understand the impact of Digital
on store sales: Gémo & Bocage

Through the reconciliation of their customers online and offline journeys, Gémo and Bocage marketing teams now both have a clear vision of digital lever impact on in-store sales enhancing their customer knowledge with immediate and actionable consumer insights of their campaigns.

Find below feedback from François Aspe E-commerce and Customer Marketing Director of
brands Eram and Bocage.

The disruption of customer journeys carried out primarily online make it possible to measure the
impact of website and digital levers on store sales, a key challenge for all brands comprised in
the Eram Group.

By reconciling offline CRM data and online navigational data via the Advalo platform, Eram
Group teams are now able to measure their brand’s omnichannel performances. This measure
which takes into account both e-commerce and store transactions reveals the actual impact of
the e-commerce site on transactions concluded in stores, an impact which is often
underestimated by retailers.

“Historically, we had data that was pretty much a silhouette of what was going on online and
CRM. The act of reconciling everything on Advalo’s platform helped us to have a clear vision of
what we invest in digital on our physical stores.”

Video https://youtu.be/pa9uQvoinjg 

Excerpt from Eram Group & Advalo Webinar filmed May 6th 2019

Omnichannel vision of customer journeys also helps to gain valuable insights which enhance
consumer knowledge and understanding that can be immediately activated within the
campaigns.

Through the analysis and understanding of web-to-store journeys, Bocage marketing teams
were able to realize that 43% of in-store clients prepare their purchases by visiting the store’s
website and that they spent on average 17 days preparing their purchase.

For Gémo, about 34% of in-store sales are prepared on the website, within an average of 16
days.

Insights that will prove very useful when refining campaign settings, so as to accompany
customers and send messages that are adapted to their context and their individual
advancement in their decision process.

“Fully understanding web-to-store journeys and online purchase prep has helped us change the
way we accompany and speak to each of our clients”

Video 

Excerpt from Eram Group & Advalo Webinar filmed May 6th 2019

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Also discover how Bocage has been able to identify the most value-generating actions to prioritize its marketing activations: https://blog.advalo.com/en/prioriser-les-activations-marketing-exemple-bocage-0