Nicolas Jaimes, fondateur d'Open Garden, a rencontré Odine van den Broeke, retail media lead chez Hema pour discuter des ambitions du retailer néerlandais en matière de retail media in-store en France.
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00:00Sous-titrage Société Radio-Canada
00:30I think, especially because we started in the Dutch market, and if you look at the Dutch market, like HEMA is like a love brand. Nobody hates HEMA. Our presence is very big in the Netherlands. We have like, let's say, 500, 600 stores. We're like one of the number one brands on social.
00:55I think almost 80% of the Dutch population shops at HEMA, so that's a lot.
01:03And that's when we decided, okay, if you have such a presence in the Dutch market, there's also a really big opportunity for you as a company to start your own network.
01:17In the end, also the net revenue that we can make extra in retail, that's also a nice benefit.
01:29Yeah, that was like the foundation to say, like, let's start.
01:36Guenola from Kingfisher mentioned that when it comes to retail media in-store, you also have to convince, like, the COMEX, because, like, it's super impactful on the user experience.
01:48Like, the COMEX had no, like, second thoughts, like, was not afraid of disrupting the experience.
01:53Did you just say that HEMA was such a love brand, they were not afraid of how the customers would welcome that kind of network?
02:01Like, is it something they discussed before launching, or you were like...
02:04Yeah, but most of the discussions were with the teams internally, because I think it's very good to mention that 99% of all the products that we're making are private label.
02:18So, we do not have a lot of, yeah, endemic brands that we sell.
02:29And I think if you launch a network like this, I think the most important thing is you don't want to interrupt why people come at HEMA.
02:41So, they have to go in, do their shopping.
02:46If they walk by HEMA, they can walk by, but also online.
02:51HEMA is one of the biggest websites in the Netherlands in terms of e-com.
02:57And, yeah, there was some discussion internally to say, like, okay, let's also open up the online inventory and show ads.
03:06But, in the end, if you do it in the right way, and to give you a good example, HEMA is very big in the category for newborn.
03:19Okay.
03:19So, it's not intrusive if you are, like, Disney+, trying to sell a subscription.
03:29When people are literally looking for stuff for kids, then it's not odd that they see an online ad of...
03:37You can also buy a subscription.
03:42It's all about the relevance of the targeting.
03:44It's all about the relevance that you have.
03:47So, you just said it's all about also not interrupting the customer experience within the store.
03:51How do you manage to have, like, impactful ads without really interrupting the customer experience?
03:57What kind of formats are you planning on showing in-store?
04:01Like, I don't know how far you went on the reflection on that topic, but do you already know what kind of format you would want to bring to your stores?
04:10Yeah.
04:11Yeah.
04:11It's not only, like, in-store, but also online.
04:14We do have a lot of touch points.
04:16You have HEMA.nl, the newsletter that we have.
04:20We even have, like, a physical magazine.
04:24Online, you have, like, sponsored products, display ads, shopper.
04:27Sponsored products is a little bit, if you have a private label, then I have to go to my colleagues and say, like, okay, do you want me to put your chocolate on top?
04:39It's not relevant, yeah.
04:44So, what kind of format are you thinking about, like, in-store?
04:48I think in-store, I think it's the same setup.
04:53We're going to launch it in France, the same setup that we launched in the Netherlands.
04:59So, I think we will put in screens storefront, so outdoor facing, so you can target, like, the people are passing by.
05:09Today, of this morning, I went to Rue de Rivoli to visit those two stores, and there are a lot of people passing by on Rue de Rivoli.
05:19But we also want to communicate with the people that are buying stuff in-store.
05:24So, we do, we'll deploy screens in-store.
05:28And the most important thing, we collect a lot of data, so we know exactly what people are buying, when they are buying, and what they are buying.
05:38And that helps you, like, create audience segments that you can push to your advertisers.
05:44Yeah, and it adds more relevance.
05:47Yeah, of course.
05:48And that's the most important thing.
05:49You mentioned the example of Disney+, displaying an ad to someone who was, like, on your newborn category.
05:54What kind of advertiser, non-andemic advertiser, are you expecting?
05:58Are there some, like, segments you are targeting priority?
06:02Are we excluding them or including them?
06:10No, no, what are, like, the kind of advertisers you would want on your in-store?
06:16Are there, like, some advertisers you are expecting to come because you think, like, Emma has so much to offer?
06:21If you look at the start that we have with the Netherlands, that was quite mind-blowing.
06:28Because the thing is, like, if you don't sell the products, especially in retail media, it's like, let's say, 90% of all the advertisers in traditional retail media are, like, products that are listed.
06:44But when we started, we see, like, all the big telco companies, car companies, banking, insurance, streaming services.
06:54And we were quite surprised.
06:56We truly believed in it.
06:58And when you ask, for example, Netflix, why do you advertise at Hema, it's like, okay, you do have a relevant target audience, and you can give me insights on what do I show to your customers to make more impact.
07:15And what kind of KPIs do you give, for instance, to Netflix?
07:19How are they able to know that their advertising campaign within Hema stores were effective?
07:25It depends on how omni-channel the campaign is.
07:30Because, of course, if we serve out ads online, we will give them feedback based on the analysis out of Google Analytics and Google Ad Manager.
07:41It's the same that we do with sending out newsletters.
07:45And looking into digital out-of-home, especially on the Dutch market, like, the reach of all our screen has been validated.
07:53So we can give all the advertisers back, like, how many, yeah, what is the viewability on the ad.
08:01Okay.
08:02And you mentioned the fact that it depends on how multi-channel is the campaign.
08:07Would you say that most of the campaigns are multi-channel, or most of them are either, like, online or in-store?
08:14No, I think, let's say, roughly 70%, 80% of the campaigns are omni-channel.
08:22So what you do see is, like, the first campaign, they only are trying and using digital out-of-home.
08:32And then they say, like, okay, I also want them to target the audience online.
08:37And it gets bigger and bigger.
08:39And maybe one last question, just coming back to France.
08:44What are your expectations for this retail media networking store?
08:47Like, do you have, like, already, like, some goals that you have set, or...?
08:51Yeah, I think the...
08:53If you set up a network, you have to...
08:56I think the most important thing, also, towards your clients, so the media agencies or the advertisers,
09:03is the network should be trustworthy.
09:06So high-impact screens, everything should work from A to Z, Z.
09:15That's the most important thing to start.
09:18So what I do expect from the French market is, at least from our perspective,
09:25that we're going to launch a very good network.
09:32The measurement is on point.
09:35So that's also something which is very important for us as a company.
09:42So, yeah, I think from there, that's a good start.
09:44And the money, at some point, no?
09:45The money that you will bring, like the revenue, I guess.
09:48Yeah, of course, the revenue.
09:52But I think, you know, revenue comes in when you have a good network.
09:58And it's not the other way around.
10:00So you are not going to build a network with...
10:05If your goal is to generate revenue, then it's...
10:10The revenue will come, but if you work on a trustworthy...
10:13Step-by-step.
10:14Step-by-step.
10:15Thank you very much, Jardin.
10:16You're welcome.
10:17And up to the drinks.
10:19And the DJ.
10:20Thank you.