Publicis Groupe, a French advertising holding company, has acquired Profitero, an e-commerce software company providing brand analytics, a Wall Street Journal report announced on Tuesday (May 3).
This comes as customers of marketing companies seek more e-commerce services.
Profitero’s work involves digital commerce software and services for brands, such as offerings to help compare prices with competitors, monitor product availability, and track customer ratings and reviews.
The company helps brands appear on a retailer’s digital shelf when customers search for terms that can sometimes even be simple things like “chocolate bar,” according to Sarah Hofstetter, president of Profitero.
The software looks at public data from retailers and synthesizes it to provide insights and forecasts.
“Search results are going to vary both by retailer and what levers brands can pull to ensure they get to the top…” Hofstetter said. “There’s anything from ratings and reviews to price adjustments, promotional activities and supply chain execution, the images, videos and text you use, the number of bullets – there are hundreds of levers you can flip, just to make sure you show up more for the term ‘candy bar’.
According to Publicis Chief Executive Arthur Sadoun, the deal would strengthen the ability of Publicis clients to grow their online sales and gain market share. He said marketers need to look at things like competitor pricing, product availability, opportunities to improve unpaid searches, or they risk losing customers.
See also: Retailers are harnessing “composable commerce” as consumer expectations and e-commerce complexity rise
Brands have few opportunities to meet their consumers’ expectations, Julie Mall, vice president of global solutions consulting at Elastic Path, told PYMNTS.
She recommends a “composable commerce” approach, in which vendors “compose together” to offer retailers and brands a range of pre-packaged solutions through application programming interfaces (APIs).