Magdi Aly Maghrabi accompanies our customers in their daily e-commerce strategy. Today, he uses his expert eye to explain how our client Bricomarché found the keys to success!
1/ What were Bricomarché’s main objectives?
Before using the Lengow platform, Bricomarché managed its digital advertising campaigns internally. It was mainly Google Ads campaigns. When Hubert Brillaud became head of the acquisition two years ago, he wanted to have a tool that would allow him to be autonomous in order to develop traffic on the Bricomarché website as well as their visibility on additional channels.
2/ What answers did Lengow provide?
It was an opportunity to start on a new base through the latest version of the Lengow platform (which is now 3 years old). Together, we were able to open new channels and optimize them to meet Bricomarché’s project needs. Today, the company distributes a catalog of about 33,000 products on Google, Facebook Dynamic Ads, Instagram, Pinterest Shopping Ads and TradeDoubler, multiplying the online turnover by 12x (between 2019 and 2020).
This work has also allowed Hubert to become totally autonomous on the platform and can now offer us new development perspectives.
3/ In concrete terms, what features have been particularly useful to the customer?
Beyond the centralization of acquisition channels within Lengow, applications such as MyCustomChannel allow Bricomarché to create its own structures on the platform. This way, Bricomarché can internally communicate part of its catalog with the desired information.
In the short term, we will develop the Web-to-Store through the LIA channels of Google, Criteo and Facebook. The objective will be to revitalize the network of over 400 stores after the health crisis we have experienced.
Finally, our partnership goes even further, as we are delighted to have supported Bricomarché in the launch of its own marketplace, which we now offer to all Lengow customers.
4/ Who were you in contact with?
I was first in contact with Hubert and his technical team to set up the catalog and optimize the various distribution channels.
Then, with Laurie, Digital Project Manager, for the launch of the Marketplace on the Lengow platform.
Availability, communication, and trust were key in order to overcome all these challenges!
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