Philip Raby, General Manager at mediarithmics UK
“mediarithmics enables retailers to collect, identify and organise their data from all sources (online and offline) to deliver 00s of data marketing use cases across acquisition, retention, personalisation, monetisation and more. This enables retailers to deliver further personalised experiences across their customer base, leading to significant financial and operational improvements.”
Founder: Stéphane Dugelay
Founding date: July 2011
HQ: 1 avenue de l’Opéra, 75001 Paris, France
No of employees: 80
Customers: Channel 4, Havas, Valiuz (Auchan, Decathlon, Jules, Leroy Merlin, Kiabi…), Cdiscount, Fnac-Darty, Showroomprive, TF1, France Télévisions, Canal +, Webedia, Prisma Media, Alliance Gravity…
Website URL: https://www.mediarithmics.com/
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What does your company do and what is your USP?
mediarithmics is a data-first marketing cloud which enables retailers to leverage 1st, 2nd and 3rd party data to deploy a range of valuable use cases. We are able to collect data from any source, online and offline, providing their customers with a true 360 degree view of their customers.
What retailer need do you fulfil?
Thanks to mediarithmics, retailers can gather all data sources (online and offline), build a 360° view of each customer and activate their data in real-time across multiple channels — all from one platform. Thus, they are able to make the best decision for each customer and deliver the most relevant marketing campaigns.
How would you describe your vision?
At mediarithmics, we believe data should be at the core of a retailers’ strategy. Customers are looking for a more personalised experience to enable them to make a choice as quickly and easily as possible.
To survive in this competitive environment, retailers need to push the boundaries and keep innovating.
That‘s where we come in.
We aren’t just a standard CDP/DMP with off-the-shelf APIs — we are a technical backbone which enables brands to deploy all of their required use cases.
To sum up, we are the platform that helps retailers to understand who their customers are, helps them to be innovative to stand out from the competition and generate incremental revenue and margin.
Which retailers do you work with?
We are working with some of the leading European retailers including:
- Valiuz: who are part of the Mulliez group including brands such as Auchan (35th largest employer in the world), Decathlon (57 countries), Kiabi (16 countries), Leroy Merlin (12 countries) or Jules (11 countries).
- relevanC: who are part of the Groupe Casino group, including brands such as Casino Supermarkets (1,000+ stores), Monoprix (400+ stores in France and internationally) and Cdiscount (2nd only to eBay in France in eCommerce)
- Showroom Prive: is a leading French e-commerce company, specialised in online flash sales. Founded in 2006, the website offers daily exclusive sales of famous brands, in France and in 8 other European countries.
- Fnac Darty: the 3rd largest eCommerce site in France, selling a wide range of products including electronics, leisure, home and garden etc.
How would you describe your growth, what have been the main points in your expansion and what has been key to your success?
We started our journey in France in a highly competitive market, working with the largest Media, Retail, Retail Media and Broadcast players, creating close collaborations to help them navigate their data journeys.
In 2019, we made the leap internationally and started working with local leaders in their respective markets including Channel 4 in the UK, and La Presse in Canada.
Our key to our international success has been focusing on the types of enterprise businesses across the sectors which have worked well for us in France, including retail — which has enabled us to deploy CDP use cases (e.g. acquisition, CRM), as well as monetisation use cases (e.g. Retail Media).
These types of businesses tend to have common challenges, such as disparate silos of data across the organisation which results in downstream challenges related to marketing communications. Our platform has been able to address this common theme across like-minded organisations who have been keen to get more value from their data.
What challenges are you addressing for multichannel retailers who aim to meet peak season demands?
By providing a platform which centralises all online and offline customer data into a single view, we are providing retailers with the ability to increase their knowledge about their key customer segments.
This in turn enables retailers to apply advanced segmentation to their existing customers based on bespoke criteria, to further personalise their marketing communications leading up to and throughout peak periods.
For example, a retailer could quite easily package up an audience based on customers previously purchasing from a specific category or product set, and up or cross sell new products leading into key peak periods. These audiences could then be sent, in real-time, to the retailers key marketing channels, including display, email, marketing automation, onsite personalisation etc.
mediarithmics provides the technology piping enabling the efficient collection of customer data, through to segmentation and activation — removing all manual processes and improving campaign ROI.
How are you using the emerging technology to support the retail growth?
Our technology, which would be classified as ‘emerging’ leading onto ‘maturing’, is supporting retail growth by helping businesses deploy a wide range of use cases across acquisition, retention and personalisation.
The technology infrastructure we provide enables businesses to remove data silos, as well as silos across teams — in turn improving operational efficiencies and providing uplifts in incremental revenue across new and existing customers.
An example is Groupe Casino, who we support by providing them with the technology to deliver their very own retail media proposition — which enables them to sell campaigns to partner brands (e.g. P&G) across their own and external inventory. This proposition generated them 41M Euros in incremental margin in year 1!
What do you see as challenges for the retailers and suppliers over the coming years? How are you prepared to meet those challenges?
A few weeks ago, I read an article and two statistics struck me.
The first one stated that 77% of brands could disappear and no one would care.
The second one stated that 87% of consumers are open to having various details of their activity tracked in exchange for more personalised rewards and brand experiences.
If you combine the two, you see that retailers are at a defining crossroad. As customers, we are keen for a better, more personalised experience. This is what will determine the future of every retailer. And there is still a lot to do! Right now, there are only a handful of retailers delivering and orchestrating “hyper-personalised” marketing.
At mediarithmics, by working closely with our clients, we are able to deploy a solution which helps retailers deploy hyper-personalised experiences by leveraging customer data in a smarter way — with real-time collection and activation capabilities.
What targets are you aiming to achieve in the next five years?
Our target over the next 5 years is to conquer key international markets, including the UK and Nordics in the short term, and the US in the mid term. We believe we can replicate the success we have seen in France for retailers in these markets and hopefully more in the future.
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