GLOBE GROUPE: Shopper Marketing Reinvented, from In-Store to Digital
In an interview with Les Clés du Digital, Jeremy Dahan, President of GLOBE GROUPE, outlined his vision and ambitions for the company’s subsidiaries. Balancing physical activations with digital innovation, the shopper marketing specialist aims to redefine the sales experience by combining the effectiveness of offline with the power of online.
End-to-End Expertise, Fully In-House
“We recommend on- and offline actions to world-renowned clients […] and handle all services as well as execution,” explains Jeremy Dahan. This statement sums up GLOBE GROUPE’s DNA: full control of operations, with everything managed in-house.
On the offline side, the group capitalises on long-standing expertise: turnkey pop-up stores through its Pop’Up Mall offer, in-store activations and events, roadshows, travel retail campaigns, as well as sales ambassador teams deployed in retail outlets — an area reinforced by the acquisition of TechSell in 2019. This is no small investment, since, as Dahan reminds us, “80% of sales still take place in physical retail.”
But GLOBE GROUPE has also stepped firmly into the online arena, with a strong conviction: “It is not about abandoning our historic business, but about moving beyond omnichannel to achieve no-channel.”
Live Shopping: Driving Online Growth
At the heart of this transformation lies live shopping. Yet the goal is not to strip away the human dimension. “We integrate what consumers need into marketplaces: personalised advice, product demonstrations, proximity and human interaction through live video consultations with digital salespeople,” says Dahan.
In practice, GLOBE GROUPE seeks to blend the convenience of online shopping with the added value of expert guidance, turning retailers’ marketplaces into true spaces for engagement and conversion.
Digital Training: A Strategic Asset
Innovation at GLOBE GROUPE also extends to digital training. Through TechSell, its subsidiary specialising in outsourced sales, the group has developed a customisable digital training platform designed to meet the specific needs of brands and retailers. All modules are created in-house, ensuring that the content remains aligned with clients’ operational and commercial challenges.
A Bold Vision for Shopper Marketing
By combining in-store activations, digital solutions, and tailored support, GLOBE GROUPE is charting an ambitious course: creating seamless brand experiences where consumers can move freely between physical and digital worlds. Its bold “no-channel” approach may well reshape the future of shopper marketing.
