- Big agencies are seeking to invest in supply chains and inventory services after the two years of pandemic-driven trends.
- It is due to the two growing aspects, i.e., more detailed and accurate data streams and the exponential growth of e-commerce, especially when it enables direct-to-consumer fulfillment.
Agency-holding companies are seeking better insights into the supply chains that will make their marketing efforts for clients more effective after two years of increased e-commerce transactions.
WPP, Publicis Groupe, and Omnicom have invested in providing logistics and product delivery data in their quest to be better business partners. According to the observers of the industry, the moves are part of an oft-expressed but long unfulfilled desire to have more understanding and input into the operational side of their client’s businesses.
The trend is the confluence of two growing aspects of the industry, i.e., more detailed and accurate data streams and the exponential growth of e-commerce, especially when it enables direct-to-consumer fulfillment.
Though advertising agencies have long pushed for a seat at the table where they would have a greater understanding of their client’s business issues, supply chain-related moves are a response to the latest events.
WPP CEO Mark Read said in a release announcing the Everymile product of the company that the last couple of years have changed the way people shop forever and the acceleration of e-commerce, the shift to customers buying direct from brands, and the importance of social in the commerce journey have all meant that there is a demand for a fully-managed service with omnichannel expertise.
According to James Scott, Chief Growth Officer of Everymile, the company aims to provide an “end-to-end” customer experience without requiring significant capital investment on the client’s part. He added that the low barrier to entry is very appealing. He also mentioned that the greater insight into the supply chain also gives brands more control over their consumer messaging and follow-through.
The doorstep experience is the new retail frontier. It includes everything from the look of the boxes to the ease of returns to the subscription and product costs. Or it could even involve some special experience.
Scott added that greater insight into the supply chain also gives brands more control over their consumer messaging and follow-through.
Having the right agency model and auditing for transparency will be important to mitigate any future fallout.
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