GROUPE AUCHAN DIGITAL MARKETING STRATEGY

Tatiana S. Voloshina

World’s 11th largest food retailer  French 3rd largest retailer Franchised in 16 countries 1,774 hyper- and supermarkets Over €63.0 billion revenue in 2014 Employs 330,700 people 15.8 Million E-commerce customers

GROUPE AUCHANGROUPE AUCHAN

TARGET AUDIENCETARGET AUDIENCE

Middle class families and general working population

Young adults, students, retirees

Buyer Persona Main Traits Tight budget Cheap prices Busy schedule One shopping trip Long working day Extended store

hours Saving opportunity Interest in sales and

promotionsBuyer Persona: Busy Working Tammy

Buyer Persona: Middle Class Smith Family

GOALS Bring business to a new level Distinguish from competitors Grow customer base

MARKETING STRATEGYMARKETING STRATEGY

MAIN IDEA Universal digital presence! TACTICS Realize the full potential of digital marketing Social media outreach Blogging Search engine optimization Mobile applications and website optimization

Strategy

• No e-mail marketing NOT GOOD• Monitor key metrics (click through, conversation rates, email sharing and forwarding rates) SUCCESS! • Focus on subscriber’s growth MAIN GOAL

MARKETING STRATEGYMARKETING STRATEGY

• SEOCentro Auchan has score of 79/100• Browsing, trustworthiness, description length PASS• Low social media presence WARNING• Size of the content greater than 1MB ERROR

MARKETING STRATEGY – CONT.MARKETING STRATEGY – CONT.

SOCIAL MEDIASOCIAL MEDIA

Social Network Users – 186.0M (+3.2% from 2015)

Social Media

Number of Users (M)

Increase from 2015

Facebook 161.4 +2.8%

Twitter 57.6 +8.6%

Instagram 89.4 +15.1%

Pinterest 50.7 +7.7%

MARKETING BUDGETMARKETING BUDGET  General Marketing Budget Trend

Marketing budgets as percent of firm budgets remains above 10%Nearly half of B2B marketers worldwide expect their marketing budgets to increase by 4.4%Estimated 45% of marketing budget goes to digital marketingContent development was expected to account for 15%

Proposed Digital Marketing Budget

Categories Yearly costContent Development $450,000

Google Analytics $150,000

Social Media Monitoring $6,000

Search Engine Optimization $60,000

Mobile application development $300,000

Mobile application maintenance $120,000

E-mail marketing $3,000

Total Approx.$1,000,000

FUTURE ACTIONS FUTURE ACTIONS

Conduct SEO audit to add new keywords/phrases Assess key metrics to evaluate the performance. Identify successful tactics and problems. Assess the ROI Plan cost for next period

TWICE A YEAR

Establish six months goals advertising budget total number of followers

total number of online ads total number of blog posts

FUTURE ACTIONS – CONT. FUTURE ACTIONS – CONT.

Update mobile website, verify all functions Identify new channels for online

advertisements Create social media calendar Establish weekly themes

MONTHLY

WEEKLY Run the social media and

website analytics Create e-mail newsletter Write a blog post Set the tactics for the following week Monitor brand mentions

Update social media accounts Respond on inbound social messages Initiate dialogs with followers Search for opportunities to attract new

followers

DAILY