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Brand Strategy Ecommerce Technology

WPP now manages product delivery for brands as it deepens e-commerce services


By Jennifer Faull, Deputy Editor

April 25, 2022 | 3 min read

WPP is venturing further into e-commerce, promising clients that it can manage everything from website design, campaign strategy and customer experience through to supply chain logistics and product delivery.


WPP is deepening its e-commerce offering / WPP

It has branded the end-to-end e-commerce offering ‘Everymile,’ which will be run by Mark Steel, who was previously director of retail and consumer industry at Google Cloud and before that digital director at Argos.

Steel has already recruited a leadership team from companies including Sainsbury’s, Disney Store and Asos, who have a range of commerce disciplines including logistics and fulfilment, customer service, technology and CRM.

WPP chief executive Mark Read explained: “The last couple of years have changed the way people shop forever. The acceleration of e-commerce, 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.”

It will mean WPP manages the entire online shopping process, from the ad campaign that gets people to click on a brand website that it runs, through to delivering the purchase to a customer’s front door.

WPP agencies will also partner to integrate their creative and media solutions in the process.

Steel added: “Developing DTC (direct-to-consumer) 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.”

Brand Strategy Ecommerce Technology

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