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Publicis Groupe et IBM renforcent et élargissent leur partenariat e-commerce visant un marché à l’échelle mondiale

PARIS, December 5, 2012 /PRNewswire/ --

- Les campagnes ecommerce connaissent 100% de croissance en 2012

Publicis Groupe [EURONEXT Paris : FR0000130577] et IBM annoncent aujourd’hui la conclusion d’un partenariat mondial ambitieux, élargi dans le domaine du e-commerce business-to-business  et business-to-consumer. Ensemble, les deux entreprises jouissent d’une position unique pour déterminer l’avenir de l’e-commerce visant à redéfinir le rôle de la transaction dans l’expérience de la marque. Cette collaboration capitalise sur les forces respectives des partenaires ainsi réunis : à la solide expérience de Publicis Groupe en matière de «  consumer insight », de technologie et de construction d’un vaste écosystème d’e-commerce autour des transactions s’ajoutent la technologie, l’expertise et la force d’innovation d’IBM. Ce partenariat répond aux besoins des directeurs marketing et communication les plus en pointe, soucieux d’aligner leurs organisations et leurs décisions d’achat sur la base d’un contenu et d’un commerce intégrés.

L’agence Rosetta de Publicis Groupe prévoit de se déployer à l’échelle mondiale, pour capter une part plus importante du marché porteur que constituent les technologies et services du « commerce ».

Depuis plus de 10 ans, son partenariat avec IBM a généré des revenus significatifs liés au commerce qui ont connu 100% de croissance sur 2012 et pourraient tripler sur les prochaines trois années.

A travers ce partenariat, Publicis Groupe pourra capitaliser dès à présent sur le besoin urgent d’un nouveau type d’agence partenaire, « agence de commerce » à même d’inscrire la transaction au cœur de l’expérience de la marque, en construisant et optimisant l’écosystème commercial. Il facilitera les échanges entre les directeurs marketing et directeurs informatique des marques mondiales grâce à des technologies permettant d’optimiser l’écosystème e-commerce et son contenu, besoin exprimé par un nombre croissant de clients internationaux dont Aldo (grande distribution / Canada), Cencosud (distribution  / Chili), Dorel (grande consommation / US), Follett (éducation / US), Genco (distribution / US), hhgregg (électronique - distribution / US), Holt-Renfrew (luxe / Canada), Luxottica (optique / Italie), Newell-Rubbermaid (grande consommation / US), Sigma Pharma (santé / Australie) et T-Mobile (télécoms / Italie).

Au cours des trois prochaines années, Publicis Groupe mettra en place quatre plateformes de commerce mondiales. L’agence commencera par agrandir son actuelle plateforme américaine, sur la côte ouest, puis lancera de nouveaux centres en Europe de l’Ouest, en Chine et en Amérique latine. Une équipe de collaborateurs experts dans la gestion du portefeuille d’IBM animera chacune de ces plates-formes. L’équipe de Publicis Groupe-Rosetta travaillera de concert avec l’équipe locale d’IBM et les collaborateurs des agences locales pour offrir à la clientèle des solutions logicielles, des services et une approche « smarter commerce ».

Le potentiel de revenus de ce marché, estimé par Publicis Groupe à 600 millions de dollars d’ici à 2015, pourrait se répartir comme suit : $390 millions en Amérique du Nord, $130 millions en Europe occidentale (France, Allemagne, Royaume-Uni), $30 millions pour la Chine et $30 millions en Amérique latine (essentiellement Brésil et Chili).

Davantage axé sur le marché mondial, Publicis Groupe proposera des solutions de commerce clairement dimensionnées à l’échelle mondiale pour des marques leader, tout en intégrant quatre facteurs critiques en termes de qualité des prestations et de clés de réussite :

  • une stratégie conçue sur un cycle de vie complet, étayée par des analyses de marché autour du comportement du consommateur 
  • une créativité et une expérience consommateur multi-canal de premier ordre 
  • une approche de la stratégie technologique, de l’exécution et du service clientèle pensée à l’échelle globale de l’entreprise
  • une constante innovation produit.

L’offre « smarter commerce » d’IBM lancée en mars 2011, vise à accélérer les principaux processus de l’entreprise en marketing, ventes, e-commerce, chaîne d’approvisionnement et service clients, afin de satisfaire les attentes de plus en plus exigeantes des consommateurs numériques « digital customer ». Le partenariat IBM et Rosetta offre le logiciel tiré de l’initiative « smarter commerce » d’IBM qui couvre l’analyse du Web, le marketing numérique, l’e-commerce et des logiciels d’IBM comme Coremetrics, Unica, DemandTec, Tealeaft, ILOG, Cognos, SPSS et bien d’autres encore.

Jean-Yves Naouri, COO de Publicis Groupe et Executive Chairman de Publicis Worldwide a déclaré : « Une des motivations premières de Publicis Groupe lors de l’acquisition de Rosetta était de poursuivre nos investissements dans la technologie et de permettre à Rosetta de se différencier continuellement sur le marché. Ce partenariat étendu avec IBM est un témoignage de notre savoir faire. Il est aussi la preuve de la confiance renouvelée dans la capacité de Rosetta à offrir des services centrés sur la personnalisation et le commerce ».

Tom Adamski, Président de Rosetta a ajouté : « Auparavant, le marketing était une activité isolée consistant à guider les consommateurs à travers une série d’étapes couronnées par la transaction. Alors qu’aujourd’hui la transaction est désormais au cœur de l’expérience de la marque et signale le début d’une relation entre marque et consommateur, relation qui pourra être profonde et durable et à laquelle le marketing a pu donner toute sa mesure grâce à la technologie. Grâce au renforcement de ce partenariat avec IBM, nous pourrons aider nos clients à optimiser leur relation avec les consommateurs ».

Publicis Groupe estime que ce développement dans le e-Commerce permettra de générer près de 100 millions de dollars de revenu pour Rosetta en 2013 et pourrait atteindre plus de 300 millions de dollars d’ici 2015.

A propos de Publicis Groupe

Publicis Groupe [Euronext Paris FR0000130577, CAC 40] est le troisième groupe mondial de communication, présent dans tous les secteurs et métiers : le numérique (Digitas, Razorfish, Rosetta, VivaKi), la publicité (BBH, Leo Burnett, Publicis Worldwide, Saatchi & Saatchi), la communication institutionnelle et événementielle (MSLGROUP), l’achat d’espace et conseil stratégique média (Starcom MediaVest Group et ZenithOptimedia) et la communication spécialisée dans la santé (PHCG : Publicis Healthcare Communications Group). Le Groupe est présent dans 104 pays et compte environ 56 000 collaborateurs.

http://www.publicisgroupe.com. Twitter : @PublicisGroupe. Facebook : http://www.facebook.com/publicisgroupe

Viva la Difference !

A propos de Rosetta

Rosetta est une agence conseil dans l’univers du numérique conçue pour adapter le marketing au monde connecté. Notre mission : être un catalyseur de croissance, traduire la connaissance approfondie du consommateur en expériences personnelles de la marque qui le toucheront à différents moments et à différents endroits, et renforcer ainsi l’impact sur son activité digitale. Le caractère unique de nos ressources et l’utilisation que nous en faisons font de nous les leaders du marché. http://www.rosetta.com|:@RosettaMktg|Facebook:http://www.facebook.com/rosetta

Plus d’informations sur «  Smarter Commerce » :

http://www.ibm.com/smarterplanet/us/en/smarter_commerce/overview/

Pour participer à la discussion, suivez hashtag #smartercommerce sur Twitter

Contacts

Publicis Groupe
Peggy Nahmany, Communication corporate
+33-(0)1-44-43-72-83

Martine Hue, Relations investisseurs
+33-(0)1-44-43-65-00

Stéphanie Atellian, Relations investisseurs
+33-(0)1-44-43-74-44

Rosetta
Kate Clegg, Marketing
+1-216-536-1800

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