WPP expands into end-to-end ecommerce with the launch of ‘Everymile’
25 April 2022 - 03:00PM
Business Wire
WPP (NYSE: WPP) today launches ‘Everymile’ – expanding its offer
with a new fully managed service that will provide brands with an
outsourced direct-to-consumer (DTC) ecommerce solution.
Everymile builds on WPP’s existing global omnichannel commerce
capabilities in strategy, customer experience and technology
development, adding demand generation, online trading and
merchandising, supply chain and logistics. It will enable companies
and brands to deliver brand-led DTC commerce – from the customer’s
screen to their doorstep – simply and cost-effectively.
The launch of Everymile makes WPP the only company in its sector
to offer an end-to-end ecommerce solution.
The new service will be led by Mark Steel, previously Director,
Retail & Consumer Industry at Google Cloud and before that
Digital Director at Argos, where he worked with WPP CFO John
Rogers, who is executive sponsor of Everymile. Mark is joined by an
experienced leadership team drawn from a range of commerce
disciplines including logistics and fulfilment, customer service,
technology and CRM, and from companies including Sainsbury’s,
Disney Store and ASOS.
Everymile will look after the entire process from the minute a
customer visits a brand’s website (having first helped the target
audience to find that website) and clicks to order, through to the
delivery of their purchase. Its solution will be tailored to a
client’s specific demands and expectations, allowing brands with a
business and commerce strategy in place to quickly overcome many of
the operational challenges in ecommerce, such as lack of customer
data, cost to entry and management of multiple third parties.
Everymile is built on a proprietary ecommerce technology
platform, drawing upon the market-leading commerce and technology
proposition offered by WPP’s Cloud Commerce Group, which has
already helped successfully deliver complex omnichannel commerce to
global brands. This platform gives Everymile clients full ownership
of their online brand experience and first-party customer data.
They can then use these insights to create innovative, personalised
experiences, ensuring customer relationships are nurtured and
enhanced long-term, as well as aid new product development. WPP
agencies will also partner to integrate their creative and media
solutions and to give cost-effective global reach and scale.
As a fully managed service, Everymile will help bring products
to market quickly, and at lower barriers to entry, which will
enable clients which choose to do so to build their own in-house
DTC capabilities over time. By helping clients to bypass the
lengthy journey of managing multiple partners across the value
chain, it also ensures consistency across every customer touchpoint
throughout the DTC experience.
Everymile has a transparent revenue share commercial model –
providing clients with the technology, talent and capabilities
needed to deliver world class DTC commerce. By working on a revenue
share basis, it ensures all teams are focused on delivering great
results for customers.
Mark Read, CEO of WPP, said: “The last couple of years
have changed the way people shop forever. The acceleration of
ecommerce, the shift to customers buying direct from brands, and
the increasing importance of social in the commerce journey, have
all meant that there is a demand for a fully managed service with
omnichannel expertise. WPP is a leader in commerce services, with
existing strength in strategy, creativity and integrated
experience, and now is the perfect time to launch the Everymile
service.”
John Rogers, CFO of WPP, said: “As digital penetration
continues to grow at a significant rate, consumers now have even
more choice and control of when and how they choose to buy. It is
imperative for brands to develop an engaging, brand-led experience
through which to build a direct relationship with their shoppers.
At WPP we aim to deliver a unique service to our clients; building
on our existing strength in commerce, Everymile provides a
completely new proposition for brands – a fully managed
direct-to-consumer commerce service that enables brands to
successfully deliver their DTC ambitions through a strategic
partnership with WPP.”
Mark Steel, CEO of Everymile, said: “Developing DTC
capabilities is a strategic imperative for brands today, but we
know that getting it right is complex. Everymile is there to help
with those complexities, drawing upon our collective experience and
expertise and helping brands short-circuit the set-up phase by
using our proven go-to-market strategy, technology and
partnerships. We see ourselves as a growth partner for clients,
helping build brand awareness and driving online sales for them,
saving both time and stress. We look forward to working with the
world’s most exciting brands to deliver their DTC commerce
ambitions.”
Visit everymilecommerce.com for further information.
About WPP WPP is the creative transformation company. We use the
power of creativity to build better futures for our people, planet,
clients and communities. For more information, visit
www.wpp.com.
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version on businesswire.com: https://www.businesswire.com/news/home/20220425005549/en/
Niken Wresniwiro, WPP +44 (0)20 7282 4600 / +44 (0)7876 005 489
niken.wresniwiro@wpp.com Richard Oldworth / Toto Berger, Buchanan
Communications +44 20 7466 5000 wpp@buchanan.uk.com
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