Brice Renvoizé | Volkswagen Group Retail France

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What are the key priorities for a MarTech stack optimisation strategy to achieve? 

  • Improve attribution to revenue. 

What would your company use AI the most for? 

  • Develop data-led marketing campaigns. 

What are the major roadblocks in trialling the new innovations in marketing technologies? 

  • Not able to build a business case to release funding. 

What are some of the significant changes to your customer outreach and retention strategies and how has it impacted the growth plan for upcoming years? 

  • Connected cars => New services to sell. 
  • Subscription model => No more purchase but I drive I pay. 
  • New Customers expectations => Client centric / digitalization / seamless experiences  
  • Mobility => Car first but green with others mobilities (transport, train, e-scooter, sharing, kick scooter…). 

At your organisation what tasks in marketing are good to automate and what tasks still need a human touch? 

  • Automatic = dashboarding business intelligence. 
  • Manual = Analysis and action plan. 

How do you see the skillsets needed for the marketing profession changing? 

  • Data. 
  • Mathematics. 
  • Global overview / synthesis. 
  • Soft skills. 
  • New Management. 

With more consumers being conscious of their data being shared, how do you overcome the growing concern? 

  • We are being efficient in using the data that we have. 

Currently, what are you primarily looking for in your digital marketing efforts? Awareness or engagement? Why? 

  • Engagement = Business. 
  • Conquest. 
  • Loyalty. 

When planning a marketing budget, what are the top 3 concerns one should watch out for post COVID-19? 

  • Drive to store. 
  • Leads. 
  • Conversion rate. 

What will be the next evolution in marketing technology that we can expect in the coming years? 

  • IA to make econometric model. 

How could a marketer start utilising the Metaverse? 

  • Personal point of view: Metaverse is for private life. To replace social media classical social media networks. For brands, it is a gadget. I defend real and human touch points with the retail network. Last comment: definitively it is not New = 20 years ago => 2nd life.

With the advancement of AR & VR, how do you see these being utilised in digital storytelling? 

  • Game play. 
  • Events. 
  • Why not on retail? 

What is your strategy to link up traditional and modern trade ecosystem? 

  • Create a seamless experience between digital and retail. 

What are the top 3 things in your checklist when choosing the right influencer to work with? 

  • Credibility. 
  • Sincerity. 
  • Quality. 

How do you foresee the role of gamification across industries? 

  • Real impact for loyalty. 

What are the roadblocks in implementing gamification? 

  • To have a real impact content to justify playing. 

How much of your marketing is data driven? 

  • 100% 

As mobile and internet use rapidly expands; how do you track customer behaviour change? 

  • Cross device tracking. 

What challenges do you see in processing data coming from different sources? How to overcome? 

  • Master Data Management. 

What data enrichment strategies can you suggest that work effectively from your experience? 

  • Transactional data. 

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