Un acteur majeur de la data souhaitait lancer un nouveau label e-commerce sur un marché particulièrement encombré (Trusted Shop, Google Marchand de Confiance...) Nous leurs avons proposé cinq axes de lancement possible de leur label au travers de techniques de growth hacking, susceptibles de contourner la domination des acteurs en place. Le plus heureux des hasards a fait que des papillons ont bien voulu se poser aux endroits où apparaissent des informations sensibles (nom de marques, de clients, de prestataires ou d’intervenants, chiffres, etc.), nous aidant ainsi à préserver leur confidentialité. Cette présentation émane de la société Les Brigades du Marketing, agence de conseil et de service en marketing, à découvrir à l’adresse www.lesbrigadesdumarketing.com. Pour contacter l’auteur de ce document, nous vous invitons à adresser un e-mail à l’adresse suivante : contact@lesbrigadesdumarketing.com.

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3. Market Context
89%
89% of French people consider
customer evaluations before
buying on line
72%
72% of evaluations are
made on mobile phone
3,4
millions
Trusted Shop collected
3 400 000 evaluations
in 2015
100%
Every step of the shopping
experience are taken in
account by the customers

4. Market Context
Google
launched its
e-commerce label in France in 2014.

5. Market Context
With:
1. An high level of service
2. A strong data granularity
3. An end to end covering of the
shopping experience
4. A customer centric orientation

6. Market Context
With
additional
value added service

7. 5Growth Hacking Strategies
For Your Product in 2016

9. The Trojan Horse Strategy

10. Scenario #1
MIRAKL 01 02 03 04
+ Marketplace
solution provider
+ Gartner and IBM
Awards
+ 70 customers
(Rue du Comerce,
Auchan, Carrefour,
Darty)
+ Active partner
policy (Magento,
Oracle, Keyrus,
Accenture)
Mirakl
Portrait
+ Help their
customer select
the good e-
merchants
+ Recruit new
customers in
Europe
+ Secure
international
shoppers
Mirakl
Needs
+ Up front labeling
+ Alternative to
Google
+ Algorithm
+ Historical know
how
+ Worldwide data
base
IIIIIIIII
Answers
+ New features for
their platform
+ Differentiation
element
+ Worldwide
solution
+ Plug and play
Mirakl
Reasons To Buy
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12. The Pivot Strategy

13. Scenario #2
PRESENCE 01 02 03 04
+ Historic leader of
mystery shopping
+ Wide range of
clients
+ International
network
+ Benchmark of
800 000
experiences
+ B to B offer
Presence
Portrait
+ Adapt their offer
for retailers
launching market
place
+ Help their retail
customer select
the good e-
merchants
Presence
Needs
+ A benchmark of
the new
generation of e-
merchants
+ Algorithm
+ Historical know
how
+ Worldwide data
base
IIIIIIIII
Answers
+ Additional service
offered
+ Freeness
+ Plug and play
+ Worldwide
solution
Presence
Reasons To Buy
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15. The Pure Growth Hacking Strategy

16. Scenario #3
QQ 01 02 03 04
+ Tancend e-mail
solution
+ 853 millions
active users
+ Worldwide leader
QQ
Portrait
+ Offer new
services
+ Make their
customer pay for
services
+ Got new revenue
streams
+ Monetize users
via e-commerce
QQ
Needs
+ Let it buy label
insertion at the
bottom of every
e-mails sent to
QQ users by let it
buy trusted e-
merchants
+ Alternative to
Google
+ Worldwide data
base
+ D&B notoriety
IIIIIIIII
Answers
+ New revenues
+ Low investment
needs
+ Easy
implementation
+ IIIIIII size
+ Worldwide
solution
Compelling
Reasons To Buy
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18. The China Strategy

19. Scenario #4
WEIXIN 01 02 03 04
+ WeChat ’s
Marketplace
+ 300 millions
users
+ E-commerce
huge ambition
Weixin
Portrait
+ Accelerate
worldwide
expansion (20%
by 2015)
+ Accelerate m-
commerce
strategy
+ Trusted Chinese
e-merchants
outside China
Weixin
Needs
+ Bring trust in
Chinese
unknown brands
outside China
+ Alternative to
Google
+ Worldwide data
base
+ Mother house
notoriety
IIIIIIIII
Answers
+ Low investment
needs
+ Easy
implementation
+ Worldwide
solution
+ No substitutes
Compelling
Reasons To Buy
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21. The Anti Google Strategy

22. Scenario #5
FACEBOOK 01 02 03 04
+ 1 billion users
+ N°2 most visited
web site
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Facebook
Portrait
Pages 00
+ Make their users
pay for services
+ Accelerate F-
commerce
+ Monetize users
via e-commerce
+ Reinforce BtoB
legitimacy
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Facebook
Needs
+ A new product to
sell to e-
merchants
+ Substitute to
Google
+ Worldwide data
base
+ Mother house
notoriety
Pages 0-00
IIIIIIIII
Answers
+ Low investment
needs
+ Easy
implementation
+ Worldwide
solution
Pages 0-00
Compelling
Reasons To Buy