The project of both agencies is expected to combine creativity, technical knowledge and data management for ecommerce
According to Geometry and VMLY & R, this initiative stems from a growing interest among customers to provide better experiences to the audience.
At the center of its activities, greater emphasis will always be placed on the end-to-end consumer experience
More than ever before, e-commerce activities are no longer just crucial for the future, they are necessary for survival in the present. This trend has not only forced to generate changes between brands. The world of agencies is also experiencing an evolution towards a more digital future. As a sample, there is the new project that has been launched within the WPP group, courtesy of the leaders Geometry and VMLY & R.
Through a statement, the agencies announced the creation of a new project that will focus on e-commerce. The project, VMLY & R COMMERCE, will combine the capabilities of both firms to unify their clients’ strategy around e-commerce. And thus, accentuate both the value of your brands and conversions. Beth Ann Kaminkow, now Geometry’s Global CEO and head of this new project, reaffirmed the importance of unity:
Today’s consumer experiences are focused on commerce, making it increasingly important in our customers’ media and marketing decisions. As the pandemic continues to create new consumer habits and expectations, ecommerce is becoming the channel for the most creative experiences and interactions. With VMLY & R COMMERCE, we will be able to offer our clients more creative commerce on a large scale.
Greater attention from agencies to the ecommerce sector
Going forward, VMLY & R and Geometry are expected to combine their joint workforce of 11,000 employees in 80 different countries to create end-to-end offerings for WPP customers. The agencies’ project will use the Living Commerce platform, specialized in advice, development and planning in retail, design, experiences and innovation. The business is expected to begin operations on January 1, 2021, and continue to evolve throughout that year.
It is not a coincidence that agencies have decided to offer a more comprehensive and sophisticated business offer to customers in the ecommerce environment. In data from Statista, in 2020, the global online sales market is expected to close with cumulative profits of 4.26 billion dollars. Three years later, this level is expected to grow by about 50 percent, to reach $ 6.554 billion by the end of 2023.
Likewise, agencies understand that creating creative campaigns specifically for the ecommerce sector is a considerable problem. According to Omnisend, even the largest companies in the industry constantly face the same industry challenges. Among them, not knowing how to make sense of all the information they collect in their activities. Or, appropriately personalize offers for end consumers.
The legacy of e-commerce
It might seem strange that agencies are waiting until 2021 to release this ecommerce-focused project in full force. In the end, it was during the pandemic that the biggest boost to these activities was seen. Steadily, between May and June, visits to retail websites in the country increased by double digits. Not only that, but several categories also increased sales at a fairly similar rate during these same months.
Given that such exceptional growth was experienced during the pandemic, is it wise to think that e-commerce will continue to be popular in 2021, as these agencies suggest? The truth is that if. E-commerce will leave an important legacy for consumers and all brands in general. Several experts reaffirm that, even if it has not seen more than an increase in the performance of certain key categories, it will continue to be an attractive channel in the future.