Bringing together eight partner agencies, ORA Groupe is one of the main French players in the outsourcing of commercial functions. The group established itself in Reunion Island in 2009 with the creation of Optimark Océan Allemand, organizer since 2022 of the StratCo Run congress of commercial strategies in Reunion, the third edition of which will take place on September 26. The president of ORA Groupe, Rémi Baetslé, explains the reasons for this marked interest in Reunion Island, become for the group a source of inspiration for new developments with, recently, the creation of the INOE Formation association.
Meeting Leader : What are the missions and strategy unifying the different components of ORA Groupe ?
Rémi Baetslé : ORA Groupe brings together eight specialized agencies by sector and type of commercial activity : Optimark, RMA, Askell, Pharmanimation, Optiway Formation, Interim Distribution TT, ACAP and Marketing Agency. The common signature bringing together these eight agencies, which describes who we are and what we do, it is : « Ensemble, let’s sustainably combine passion and expertise. » This is obviously the passion and expertise in everything related to commerce and operational marketing. We do not develop marketing strategies, we apply them in the field. Our mission, in this broad spectrum of trade-related activities, is to promote our clients' brands and products, to guide and advise consumers and buyers (shoppers), with the aim of selling better and more. That is to say in a more sustainable way, by developing a pedagogy, by clarifying a choice. To achieve this, we have a stratagem and a conviction. Our belief, it is necessary to have a holistic approach to all of our professions. Our group thus offers experience in ten different professions, allowing us to implement approaches and strategies both in stores, in physical networks, and on the Internet : online and offline. Our stratagem, it is the management of offers and everything that revolves around cognitive sciences in the service of marketing and commerce, while promoting the work of our in-store teams.
How is this strategy implemented? ?
By being close to our customers, close to stores, close to our employees, and aware of marketing and consumer trends. First pillar of our action : thanks to our networks on the ground, we are able, on the one hand to decipher behavioral and purchasing trends, on the other hand to translate these trends into marketing issues and commercial issues. Second pillar : in everything we do, we must be a profit center for our customers. Before being outsourced, a commercial service represents an indeterminate cost to a company serving a greater cause and objective. Once it is outsourced, the cost becomes very concrete when appearing on the end of month invoice : to justify outsourcing, our customers must therefore benefit from it. Our role is to help them be better in their commercial missions, and save them time and flexibility. Our third pillar is recognition of the work accomplished, which reflects the added value that we bring to our customers and consumers. The fourth piller, it is technological innovation that, by freeing up technical tasks, frees up time to design and develop actions that will create more added value. Technology is an enabler of what men do. As for the last pillar, it also concerns humans : it’s human management. How to motivate employees on a daily basis, retain them, involve them ? How to make them progress ? And when something goes wrong, have the courage to say it. This is what our maxim sums up. : « Ensemble, let’s sustainably combine passion and expertise. »
Where does ORA Groupe’s interest in the French Overseas Territories come from? ?
We arrived in the Indian Ocean because we are close to our customers, and that some of these customers had needs in this region. We supported them on the island with our comprehensive offer strategy by creating Optimark Indian Ocean, which brings together the skills of the sales forces, merchandising, animation, organizing events, in-store advertising, and which is also present in Mayotte. The Indian Ocean thus reflects the group's entire strategy, which is to become the preferred partner of our customers.. Whether they are regional, national or international, we continue the same approach to ensure the visibility and commercial success of their product or service brands.
How does StratCo Run compare to this strategy? ?
The StratCo Run project was born from the approach that I have just described : our proximity to our customers, our knowledge of consumer trends, our objective to become a privileged partner in the territory of Reunion. We said to ourselves : strong in this proximity, of this will and this know-how, let us become aware of our expertise and assume our legitimacy in organizing meetings and exchanges between decision-makers on commercial strategies in the broad sense. “There is in Reunion, in the commercial field, remarkable dynamism and inventiveness” I felt it from my first trip. This comes from the fact that the Reunionese economy is mainly based on consumption and that trade occupies a very important place there.. But this dynamism and this inventiveness have something exemplary. They give Reunion Island its own legitimacy to show the metropolis everything that can be done in this area.. Ideas may be easier to test, things that are easier to implement, because the territory is small, the fact remains that companies present both in mainland France and in Reunion Island should question themselves : once tested in Reunion, why not duplicate a successful operation in mainland France ? I am one of the people who think that the metropolis can be inspired by the commercial achievements of Reunion.
The StratCo Run congress will now be organized by the INOE Formation association. Why did you create this association and what will its activities be? ?
The StratCo Run event was born from the partnership between Optimark Indian Ocean and Leader Réunion. Close customers and partners immediately supported us. More, after two editions, so that this event takes root and continues to grow, it seemed necessary to us that it be based on an independent structure. We therefore created this association. it is an association registered in Saint-Paul, whose goals are to promote the sector and its professions by organizing events intended for decision-makers, and develop training for these professions. Optimark Indian Ocean becomes one of the association’s member service providers, to whom we entrust the organization of StratCo Run with the aim of ensuring its sustainability.
INOE Formation will build and offer a training offer ?
This training offer is already in place. It starts in mainland France, notably within the EPIDE school through a Bac + 2 diploma course. Certification training as a sales promoter will also be launched in partnership with the Red Cross. This offer is not available in Reunion because it does not currently meet any local needs or requests.. But I hope, in the future, that we can also offer it on the island. It is clear that creating this association in Saint-Paul has a strong symbolic significance.. ORA Groupe is an active member. It also brings together people who, not only, adhere, but make donations. A great start.
The distinguished guest of the StratCo Run 2024 will be Xavier Terlet, director of innovation at SIAL. Why this choice ?
The International Food Fair is a very important event that takes place every four years. Many Reunionese economic players from industry and commerce go there. Others are not lucky enough to be able to go there. StratCo Run could therefore not ignore this show, This year. We have postponed the date of the congress for this reason.. Our idea is to bring a little bit of SIAL to Reunion before the show takes place. So that the people who go there can refine their interest in certain subjects, and help them prepare for their trip. And for those who won't go there, so that they can follow the news of food innovation as closely as possible thanks to Xavier Terlet, internationally renowned expert in this field, who agreed to participate in StratCo Run.
SratCo Run organise, for the first time this year, the Reunion Island Commercial Strategy Trophies. Evolve, is this the principle that will guide each edition or has the congress found its cruising speed? ?
Let's stay humble : there were only two editions. StratCo Run is starting to become a little known. Its participants enjoy coming there and find it interesting. The event is therefore installed. This year we are taking it to the next level with prizes and trophies., and therefore with a more complex organization. But always with this aim of sharing and discussing commercial strategies and trends, and this objective of highlighting and promoting the dynamism of the island. The Trophies are an additional means of promoting the dynamism and commercial inventiveness that I spoke about previously by paying tribute to the field sales teams.. I think this will also contribute to better understanding among our partners and institutions what we do and what we are..
