The digital’s growth, multi-channel retailing and the multiplication of the touch points have made marketing and communication arbitrage complex. Announcers are unanimous: it only took a few years to make the media and non-media environment more complex. At the same time, consumers have diversified their information sources towards offers and brands: they are less captive, more volatile, more solicited, have learnt how to trump brands and distributors and how to 'snub' the traditional Medias.
Philippe Jourdan, CEO of Promise Consulting, says 'If the touch points with the brands have increased, the understanding of the lever effects that explain purchase and arbitrages in terms of resulting action priorities become more complex for brands."

Product innovation is more and more expensive, which is also the case for referencing, an indispensable prerequisite to have a good distribution. Distribution costs, both in stores and online, add up, while budgets are more and more restricted.
Philippe Jourdan says ' Arbitrage is an urgent need for many brands - including brands from the luxury sectors, cosmetics and selective distribution - that we know well. So we had to adapt our flagship methodology to take into account a 360° vision of the brand in order to optimize …