Waching daily Jan 31 2018

I'm the Media Manager for Auchan Retail France

We use traditional media like television, radio, press, billboards,

but also digital media.

The digital brochure is still the main communication asset

of our offers towards our customers

and the people near our stores.

It's important that we give consumers access to our offers in the digital world,

and therefore to invest on the visibility of our digital brochures.

What's interesting is that the people who use Bonial are doing it willfully,

they choose to come and to view our weekly ads.

So we show them our promotional offers when they want to.

Everything is taken care of by the Bonial team

they load the different versions of our circulars on the platform

and make all the necessary links.

It's really simple for us. In addition,

we have a regular report that enables us to keep

the teams working with Bonial,

but also other stakeholders at HQ or on the field, informed on the performances.

We have an average engagement time around 2 minutes.

Compared to other digital media,

it's an interesting investment for us,

even if we can't rely solely on Bonial's platform.

Bonial gives us a geotracking measurement,

since most users read the brochures on mobile:

they're able to identify the proportion of users

that went to our stores after reading one of our brochures.

In the future, I would like to have these data certified by a third party

for improved precision and objectivity of the measurement.

The more we'll be able to combine the different assets we use in a complementary way,

whether paper or the digital,

the more effective our investments will be.