WPP launches Everymile e-commerce solution for luxury brands

By

Sandra Halliday

Published
Apr 28, 2022

Giant communications and technology agency WPP has launched a new digital commerce managed service, called Everymile, that aims to provide luxury brands and companies with a “fully outsourced direct-to-consumer (DTC) e-commerce solution”.

It should enable them to “deliver brand-led DTC commerce – from the customer’s screen to their doorstep – simply and cost-effectively”.

While it’s not the first full offer of this kind with operations such as THG Ingenuity and Next Total Platform also active in the space, it’s particularly interesting that it targets luxury specifically.

It’s also interesting that the company said it 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)”. That mixture of marketing strength and practical solutions makes this service quite unusual.

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” and looks like a logical next step for the business.

The company said it will help customers deliver “premium brand-led digital commerce both operationally and experientially, giving them full ownership and control of their customer data, relationships and brand experience – at every step of the journey”.

WPP said its offer “can help a client bypass the usual significant costs required to enter the market via physical retail or through its own online channel, and reduce the reliance on third-party retail partners”.

Everymile is built on a proprietary e-commerce 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”.

The new service is 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’s “executive sponsor” of Everymile. He’s 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”.