In 2016, the global advertising budget in France for digital services exceeded even the spending on television! In the future, the visibility of all e-commerce players will rely on digital whose costs are increasing. In order to help eight Orange countries to attract more e-commerce customers, convince them to buy and then make them loyal, while optimizing traffic acquisition expenses, Sofrecom proposed an interesting methodology that combines an in-depth in-house survey with an external benchmark.
Over four months, three consultants collected a vast amount of data in the eight countries, using a very complete and structured questionnaire. In parallel, they analyzed the practices of big companies such as Verizon, Procter & Gamble and L'Oréal. Exploiting this rich raw material covering every aspect of digital acquisition (technical, business, skills, organization, etc.), they identified six important progress paths for Orange:
Sofrecom's work provided us with a very detailed view of our practices and the shortcomings we need to correct. We appreciated their specialist expertise on this complex subject, their very pragmatic field approach, and their precise, factual and professional assessments. Sofrecom found and won the confidence of the right people, collected relevant information and then made some very operational recommendations. These were much appreciated by the Sales Managers and CEOs of the affiliates concerned, who are always keen to get concrete replies and ideas they can implement rapidly. The next steps will be the co-construction of an action plan in each Orange country and a groupwide plan covering transversal challenges such as partnerships and skills development.