This document provides an overview and summary of a presentation on how the platform model is transforming retail. It includes: 1. Discussions of current eCommerce trends seen by Publicis Sapient, including more spending centered around the home and the need for retailers to stimulate demand through digital experiences. 2. Predictions that behaviors emerging during lockdowns, like online shopping and working from home, will continue in many markets. 3. Observations that consumers will return to stores at varying paces, with some cautious about returning for some time. 4. Five big opportunity areas identified for retailers to navigate the future, including making online the primary storefront and realigning stores for safety, pricing

1. How the Platform Model is
Transforming Retail

2. Confidential | ©2020 Mirakl
Housekeeping
Audio Issues?
• The line will remain silent until 10am CET
• Reach out to @Mirakl Marketing in chat
• Dial-in or computer audio is available
Slides & Recording
• Slides and recording will be available and sent
via email within 48 hours
Q&A
• Please submit questions via “Questions” tab
• All questions will be answered at the end

3. Confidential | ©2020 Mirakl
Introductions: Today’s Presenters
Bengt Eliasson
Client Impact
Kimmo Jukuri
Partnership & New
Business Manager
Mona Landh
Marketplace Product
Owner & Circular Lead
Dickel Sooriah
VP of Marketing, EMEA

4. Confidential | ©2020 Mirakl
Agenda
Welcome, Housekeeping & Introductions
What Publicis Sapient is Seeing | Bengt Eliasson, Mirakl
eCommerce trends in retail
A Conversation with Afound | Dickel Sooriah, Mirakl with Mona Landh and Kimmo Jukuri,
Afound
How retailers can move forward
Open Q&A
The Afound story
Best practices and learnings
Benefits Afound has seen since launch

5. What Publicis Sapient is Seeing

6. 6
Stimulate demand from
consumers in a world of falling
discretionary spend
Bengt Eliasson – Publicis Sapient

7. 7
a People are settling in for the long run – no one is expecting a quick return to normality
b Despite the fact that the full impacts of COVID-19 are yet to materialise, people see their long-term behaviours
changing
c As lockdowns ease, key aspects of the daily life will remain recessed or absent for many
d More of life will be centred around the home – fear and/or economic necessity will mean the parts of life where
human-to-human contact is prevalent will struggle to return to pre COVID-19 levels
e Stores and brands will have to work harder to win a share of people’s wallets – discovery, exploration, trial,
buying and consumption experiences will all need to be more digitally enabled / enhanced
f The value of real world shopping will need to be higher than it once was and people will seek reassurance that it
is safe before returning to stores and indoor public spaces
g COVID-19, Economics, Politics and the values of different societies could still shape significantly differing
outcomes by market – things will not be the same everywhere!
A few observations and predictions

8. We gather observations from across the Publicis Groupe
700+
BRANDS
BRANDS
we’re working with
PLATFORMS
we’re working with
200+
MARKETPLACES
50+
MARKETS
8

9. Current consensus around economic prospects is that there will be a bounce
back as the lockdown eases. But this assumes no more major issues going
into 2021!
9Source: Focus Economics, Consensus Forecast May 20
-5.8
-11.1
7.8
2.8
1.7
1.4
1
0.7
-2.2
-9.9
6
2.7
1.6
1.1
0.7 0.5
-4.7
-11.1
6.6
2.9
1.6
1.3
1
0.6
1.3
-2.5
-1.5 -1.3
1
4.5
4.1 4.3
-2
-14.6
9.9
3.6
1.7
1.3
0.9
0.6
-15
-10
-5
0
5
10
Q1 2020 Q2 2020 Q3 2020 Q4 2020 Q1 2021 Q2 2021 Q3 2021 Q4 2021
Economic Growth (GDP, QoQ s.a. var. %)
France
Germany
Italy
South Korea
UK

10. Many of the behaviours that have emerged in the lockdown are likely to
endure at varying levels. It appears that more of life will remain centred
around the home.
10
Expected Post-Outbreak Behaviours Australia China France Germany Italy Japan Singapore Spain UK
DO MORE OFTEN
Exercise at home more frequently 27% 50% 22% 24% 29% 19% 27% 31% 26%
Shop online more frequently 29% 52% 24% 30% 37% 23% 38% 35% 32%
Use food delivery services more frequently
(e. g. Uber Eats, Just Eat, Deliveroo)
9% 19% 8% 11% 15% 6% 21% 14% 12%
Use mobile payment services more frequently 11% 45% 11% 20% 11% 3% 26% 19% 13%
Use video calling more frequently
(e. g. FaceTime, WhatsApp video, etc)
18% 35% 17% 19% 25% 3% 24% 32% 26%
Use video conferencing platforms more frequently
(e. g. Zoom, Hangouts, etc)
15% 24% 11% 15% 14% 9% 25% 19% 16%
Work from home more frequently 21% 15% 18% 22% 21% 11% 35% 25% 23%
None of these 37% 11% 41% 32% 25% 54% 22% 23% 29%
Source: GWI COVID-19 Tracker, Wave 4 19,26 May

11. The pace at which people will return to stores varies; some will come back
quickly but more appear very cautious about when they will return.
11
15%
12% 10%
21%
9% 7%
10% 9%
16%
23% 31%
16%
17%
15%
23% 17%
12%
17%
28%
12%
19%
21%
14%
7%
29%
20%
26%
17%
30%
31%
26%
43%
39%
32%
37%
24%
2%
8%
13%
7%
11%
7%
5%
10%
8%
14%
8%
11%
8% 9%
18%
7%
12% 10%
Australia China France Germany Italy Japan Singapore Spain UK
Speed of Returning to Locations - SHOPS
Not sure
Not for a long time
Not for some time
Quite quickly
Very quickly
Immediately
Source: GWI COVID-19 Tracker, Wave 4 19,26 May

12. Where are your biggest opportunities forward and beyond?

13. We see five big opportunity areas for retailers as they navigate
the path forward and beyond
13
3
Online is now your
primary storefront
– make your
experience the best
2
Realign store
purpose and ops to
reflect new
consumer focus on
safety and hygiene
1
Stimulate demand
from consumers in
a world of falling
discretionary
spend
4
Pricing and
operations need to
reflect the new
reality of higher
return rates
5
Improve
responsiveness
and resilience to
volatile demand
patterns
• Data-driven
customer
reacquisition
• Authorised
second-life
marketplaces
• Minimise physical
contact in-store
• New channels
and methods
for selling
• Optimise
returns
• Review online
service pricing
• Near-shoring
production
• AI/ML to sense
demand

14. The Afound Story

15. is…
The Marketplace for
unbeatable deals and new
ways of shopping more
sustainably, powered by
H&M Group

16. The Story
Launch: June 2018
Objective: Off-price destination
with a sustainable mindset
• Quickly onboarded more than
brands for their customer
• 180,000+ offers available
• 100% sustainable brand with
material sold on Afound
• 100% increase in GMV YoY

18. A Conversation with Afound

19. Open Q&A