Wednesday June 25, Flywheel organized an event for its official launch in France. Bought two years ago by the American group Omnicom for $ 835 million, the company of British origin already has customers on the territory with which it has been working for several months, notably thanks to synergies with Transact, the Omnicom subsidiary dedicated to e-commerce.
World leadership and expertise with Amazon
Flywheel is recognized as the first Amazon agency in the world and the first user of AMC (Amazon Marketing Cloud) on a global scale. The company has won the confidence of almost half of the 100 largest global companies in packaged consumer goods.
Flywheel manages the entire value chain for advertisers. His ability to ” digest all the data that are available on the platform ”, As Virginie Beaugé-Allix, France director of the brand explains, to aggregate them and to present them in an understandable way is essential to make informed decisions in terms of e-commerce strategy.
The company specializing in media retail is not limited to the sale of products. It also optimizes the experience of sellers and the presence of brands on Amazon. It facilitates the management of current issues for sellers, such as products withdrawn from the catalog or billing disputes that can be time -consuming. It also helps brands to present themselves to buyers, by ensuring that the price offer is consistent and that there is no negative impact on the brand. Flywheel monitors customer reviews and can respond to guarantee that no negative comment remains on the platform.
Focus on the performance and incrementality of sales
Flywheel’s objective is to answer fundamental questions about the customer journey, such as a first research for a brand or the number of media contacts necessary before conversion. In terms of retail media, new indicators are used, such as new branding rate (New Brand), which aims to continuously recruit new consumers and customer life value (Lifetime Value – LTV), which measures how much a buyer will bring to the brand in the long term.
“Advertisers want to find the same level of incrementality as Amazon, but on other platforms. The necessary need is immeasurable ”, adds the director France. The margin of evolution is important in France, because the media retail market is less mature than in other countries.
At the heart of its strategy, the company undertakes to buy media or advertising locations only if it is certain to generate incremental sales (additional sales value thanks to a communication action). Its purpose is to go beyond the simple return on sales investment which would have taken place anyway, to really contribute to the growth of brands.
With this official launch, Flywheel hopes to stir up the curiosity of other companies. His goal is clear: “We want to be the leader in France”, says Virginie Beaugé-Allix.
