“As soon as readers are logged, engagement increases significantly, and we gain an increasingly detailed customer knowledge base, enabling us to gradually qualify and target registered members, moving them towards subscribing, and push personalized upsell offers to our loyal, long-standing subscribers.”
Yoni Benaim, CDO of Réussir’s group
Réussir is an agricultural press group whose business model, like so many others, was traditionally based on print advertising. Of course, digital ambitions began to emerge in the early 2000s, but it took a pandemic to trigger a digitalization shock, spearheaded by Managing Director, Thibaut De Jaegher, and today orchestrated by Yoni Benaim, Chief Digital Officer. Together, they agreed to take part in this cross-interview project. The idea? To get the big bosses to share the business context and vision behind a major digital project, and for the operational manager to recount how it actually unfolded.
