5 questions for Jacques Vieuloup, Managing Partner of Groupe BV
To help them maintain their business during containment, we interviewed several of our corporate customers. In this article, Jacques Vieuloup, Managing Partner of Groupe BV, tells us about his business.
Jacques, what are you doing?
GROUPE BV is the benchmark agency for object-based communication, specializing since 1989 in advertising, promotional items and business gifts: https://smartobjet.fr/
Strong of 31 years of expertise developed with numerous customers, GROUPE BV has demonstrated its professionalism and quality by obtaining the certification Qualiserv each year since 2010, the BPI France label and the Prix de la best agence de communication par l'objet.
GROUPE BV is also 40 employeesa warehouse for 1000m² with an integrated logistics department and marking workshop, all working towards a common goal: customer satisfaction.
How did you deal with the COVID-19 crisis in your company? What impact has it had on your business?
On March 16, all our orders were suspended. No more trade shows, no more events, no more product launches. This was followed by a ten-day cooling-off period, during which we were petrified by panic.
Then we realized that we needed masks, and that our customers were undoubtedly facing the same problem. So we tapped into our extensive supplier database (some thirty linear meters), in search of specialized suppliers.
Visit product sourcing was initially delicateby its high sensitivity at the start of confinement. Initially, we approached our customers in a traditional and highly targeted way (telephone, e-mail). This represents around 20% of our customers and prospects. Our communication was focused on the service provided to customers, trying to bring them value.
Our proven processes for sourcing, importing and compliance with standards made our work easier. They enabled us to work rapidly with suppliers who were already referenced and recognized for their professionalism.
The main difficulties came from the securing supplies. In fact, we were looking for rare products, and had to deal with transport problems at the same time (particularly air freight, which was grounded).
One of our first customers was the SPA. Then we received orders from BPI, carriers like DPD, Safran, Carglass, Technip, Krys opticians... without really prospecting.
By handling a limited number of orders, our logistics team was able to absorb their preparation without difficulty. The team is accustomed to managing a large average annual flow of 4,000 orders. And the average shopping basket is higher than normal.
And how do you overcome these difficulties?
Together with our chartered accountant, we studied a back to 100% of our original business on the horizon February 2021This enabled us to negotiate a cash reinforcement with our bank.
In fact, by March 2020, we had reached 15% of our objectivesand in April, only €80,000 in promotional items.
For new products, sales in April were very good, but we can clearly see a loss of momentum, notably due to highly targeted mailings.
Today, our offer has become commonplace. Communication about these products is better accepted by the general public.
Last week, we launched a extended emailing campaignA kit containing 3-4 masks and gel. This product is not necessarily intended for sale. It is, however, a good way of introducing ourselves and generating specific needs.
How do you see the end of the crisis?
As I said, we're anticipating a return to normal operations in February 2021. Until then, we will continue to offer alternative productsby expanding our range. For example, we have listed a system (pump + pedal + reservoir) for installation at store entrances. It enables customers to disinfect their hands before entering the store.
The target clientele is shopping centersThese include "Les 4 Temps" at La Défense, as well as shopping malls.
We offer great flexibility with regard to customer needs, and could develop a mix of protective and promotional items. One example is Quicksilver, which might be interested in masks with advertising branding.
Depending on the development of this activity, we may set up a small division dedicated to PPE (personal protective equipment) to maintain a business flow.
Jacques, what are your plans for the future?
At the beginning of the year, SOLEDIS carried out a strategic audit on the adwords of our products marketed on the site Prestashop smartobjet. Priscillia, who handles communications and marketing, worked with Olwenn from the webmarketing SOLEDIS to prepare for the future of our standard products.
We also don't want to fall behind schedule with our digitalization. This crisis has highlighted the need to improve relations with our customers and suppliers. In concrete terms, this means development projects processes, flows, and a interfacing between our stakeholders.
How does SOLEDIS work?
We started with theinterconnection between our SAP ERP and the various major private label stores, as well as setting up the smartobjet website.
We will continue with a project to interconnect with supplier catalogs, using the SAP Ariba.
In addition, the Talend implemented at SOLEDIS represents a good solution for interfacing ecosystems (PIM, ERP, e-commerce site, etc.). Prestashopmarket places, ...)
Above all, we want to work with reliable partnerswith proven, recognized expertise and a long-term vision. SOLEDIS is clearly one of these partners.
