Publicis Groupe is ramping up its online shopping offer with the €200m (£168m) acquisition of leading SaaS global ecommerce intelligence platform Profitero, in a move designed to help brands capture what CEO Arthur Sadoun claims will be an “unfair share of the exponential growth in online sales”.
Founded in 2010 in Boston, Massachusetts, Profitero’s solutions provide actionable insights and product visibility to more than 4,000 brands and 70 million products on more than 700 retailer websites, in over 50 countries every day.
As the lines between offline and online shopping blur due to digitally-influenced sales, Publicis says Profitero’s ecommerce and omnichannel analytics offering allows brands to anticipate, activate, and automate the next best action to fuel profitable growth for each item of their product catalogue.
It is hoped that by joining forces with Publicis Groupe, Profitero will access the resources and capabilities to expand on its analytics core.
As a result, it is claimed the company will become the first global commerce platform to truly empower brands by using predictive intelligence to deliver the best product experience, optimise content, increase results of organic search, compare prices with competitors, monitor product availability and track customer ratings and reviews, among other features.
Publicis maintains Profitero’s products, technology, and 300 employees will further scale and supercharge the group’s existing commerce capabilities around the world.
The agency insists clients will be able to exponentially grow their online sales by uniting four strategic pillars of people, product, placement and platforms.
Firstly, the group argues that clients will gain a better understanding of people and how they shop, through Epsilon’s Core ID identity solution, hosting more than 300 million consumer profiles worldwide.
Secondly, the combination of the group’s predictive Commerce Intelligence platform and Profitero will enable brands to maximise product performance relative to competitors across dozens of metrics, including paid and organic search placement, product content, pricing, stock availability and reviews across 700+ retailers by tracking and analysing over 70 million products.
Thirdly, Publicis will have the ability to deliver retail media planning to manage ad placement and optimise the consumer journey, via CitrusAd, the retail media operation Publicis bought last year, and the scale of Publicis Media.
Finally, the agency claims it will be able to offer better experiences across the customer journey and greater agility and faster time to market for clients, through Publicis Sapient’s business transformation expertise, combining consulting, design, and engineering to build platform-based businesses blending marketing, sales, and service.
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, who 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.
“Our clients will seamlessly understand people, how they shop better than anyone else, thanks to Epsilon; optimize their online product catalogue thanks to Profitero; maximise their online spend with retailers thanks to CitrusAd and the scale of Publicis Media. And 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.”
Wiener added: “This is the best of both worlds as we retain our entrepreneurial spirit as a product-led organization 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, infusion of new media and content activation capabilities and tapping into the Groupe’s global talent to fuel our continued growth.”
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