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Greetings, Tatiana! Thank you for taking the time to speak with me today. Could you start by providing an overview of your current role at Publicis and what it involves? Additionally, I'm intrigued to learn more about your journey that led you to this position. Could you share some insights into your career path and the pivotal experiences that have contributed to your expertise in eRetail management?
Thank you for extending the invitation! I am currently a Senior Commerce Manager with the Publicis Commerce team, where I collaborate with both local Spanish and international clients. My primary focus is on enhancing conversion rates by capitalizing on our team's expertise in understanding Retail Media dynamics and maintaining a holistic view of the retail landscape, covering pure players,marketplaces, and quick commerce platforms.
My professional journey began over a decade ago in the field of marketing. Over the years, I've held various roles in brand management, consumer activation, trade marketing,and strategy planning across diverse regions such as Eastern Europe, Latin America, and now Spain. One aspect that continually intrigues me about marketing is its ongoing evolution, and eRetail stands out as a promising avenue for industry growth. This emerging field seamlessly integrates branding, advertising, and trade marketing, providing data-driven relevance to customers while delivering transparent metrics essential for informed business decisions. In my team we refer to this integrated approach as Total Commerce.
In your role, what are some of the common challenges you encounter within the realm of eRetail management, and how do you approach solving them? Can you perhaps share an example of a particularly complex or unique eRetail challenge you've faced and the strategies you employed to navigate it successfully?
I consider the rapid pace of eRetail development to be its foremost challenge currently. The proliferation of commerce channels is accompanied by the continuous growth of supporting technological platforms. Established market players like Amazon hold significant sway. Meanwhile, other platforms are still in the nascent stages of establishing themselves as eRetail players. Drawing on our extensive experience with diverse clients across various industries enables us to discern patterns and insights that propel our clients' products forward.
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The challenge lies in accurately understanding and accommodating the specific requirements of each eRetail platform, while effectively handling tasks such as product assortment management, optimization, and media strategy alignment. Furthermore, in addressing these challenges, the importance of versatile tools cannot be overstated. Having the capability to seamlessly incorporate new players and adapt to the client's preferred visualization of information is crucial for maintaining agility and staying ahead in the ever-evolving eRetail landscape.
When developing eRetail strategies for clients, what approaches or methodologies do you findmost effective? And how do you balance the necessity of a robust online presence across various e-commerce platforms while maintaining brand integrityand consistency in messaging?
We always advise our clients to maintain consistency across all communication and sales channels. A cohesive and well-balanced strategy across various channels is essential for effectively conveying the intended message to the customer. Curated eRetail content plays a crucial role in achieving organic product positioning. Typically, we collaborate with AECOC and engage directly with eRetailers to ensure that our clients’ product pages are aligned and optimized, yielding the best results for organic positioning. This approach also contributes to positioning the brand and shaping its image on the page of each eRetailer.
Besides, in today's rapidly evolving eRetail landscape, gaining access to an online platform with real-time information, benchmarking capabilities, and historical metric evolution is nearly indispensable for crafting and implementing an effective methodology. Shalion’s tool provides valuable insights, allowing us to make informed decisions for our clients and continually optimize our strategies to stay ahead in the competitive e-commerce environment.
How do you ypically measure the success of eRetail strategies, and which key performance indicators (KPIs) do you prioritize? Additionally, what advice or insights would you offer to those aspiring to a career in eRetail management based on your experiences?
In terms of key performance indicators (KPIs), eRetail stands out as a transparent channel, providing a comprehensive insight into performance indicators tailored to the requirements of each client or campaign objectives. In the majority of cases, our emphasis is on enhancing Return on Ad Spend (ROAS) and closely monitoring the impact each campaign has on sales. Moreover, I would emphasize the importance of closely monitoring Share of Spend, to gauge the effectiveness of eRetail strategies and ensure a positive impact on Visibility.
And for those aspiring to pursue a career in eRetail, I believe that the most valuable knowledge is gained through hands-on experience. I recommend actively engaging as an eBuyer, exploring and trying various channels while paying close attention to the evolving technology and customer experience. These aspects are poised to play a pivotal role in the future of retail.
Finally, looking ahead, what do you envision as the future of e-commerce?
I believe that online shopping cannot entirely replace the physical shopping experience. Therefore, I anticipate a convergence between online and in-store purchasing, leading to the emergence of novel forms of buying that are currently beyond our awareness. These emerging buying models will integrate the convenience of online shopping with the experiential aspects of offline shopping. Utilizing a robust data-driven approach, they will aim to offer customers the most suitable purchasing options, thereby enhancing efficiency and optimizing budget allocation for the brands.
Tatiana, your insights into eRetail management are incredibly valuable. Thank you for sharing your experiences and expertise with us. I appreciate your time and look forward to staying in touch. Have a wonderful day!
