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The Continuing Impact of Digital on Shoppers and stores

The Continuing Impact of Digital on Shoppers and stores . Panel introduction . Deepika Pandey Group VP, Digital Marketing Walgreens. Mike Brennan Chief Operating Officer Peapod. Jodi Kahn Chief Consumer Officer FreshDirect. The Shopper Driven Retail Future.

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The Continuing Impact of Digital on Shoppers and stores

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  1. The Continuing Impact of Digital on Shoppers and stores

  2. Panel introduction Deepika Pandey Group VP, Digital Marketing Walgreens Mike Brennan Chief Operating OfficerPeapod Jodi Kahn Chief Consumer Officer FreshDirect

  3. The Shopper Driven Retail Future Always On, Seamless, Personalized Dynamic, Transparent, Endless Any Category, All Devices, Borderless

  4. CPG online market US Online CPG Sales ($ Billions) Online Penetration • % of shoppers who claimed to purchase a CPG product online in past 3 months 9.2% 6.5% 2010 2011 2012 2013 2014 2015 Source: Nielsen

  5. Fragmenting Behavior…Contradicting Facts 74% 68% 60% Of total retail sales digitally influenced or sold by 2017 CPGshoppers do not engage digitally Feel the grocery store is more convenient “I frequently shop for and purchase pet supplies, vitamins, cleaning products and frozen foods on line for the variety” FROM THE CONSUMER

  6. Path Forward is Focused on Shopper types… Of the 32% of digital shoppers, 7 shopper segments Low value seeking, low shopping enjoyment Low trust, low tech savvy Grab & Go Digital Reluctants Non Planners Tech Averse Tech Savvy Research driven, tech savvy Digital Advocates Researchers Enjoy shopping Source: Nielsen Digital Shopping Information Survey; Updated Jan 2014

  7. Personalize Shopper Communications… Communication Vehicle # of touchpoints used by shoppers: % by shopper segment Communication Enabler • % of shoppers who own device Smartphone Tablet 80% 71% 26% 61% 30% 51% 39% 52% Opportunity to reach shoppers through many touchpoints • 0–3 • 4–7 • 8–11 Easier to reach younger shoppers through Smartphone/Tablet • Millennials • Generation X • Boomers • Greatest Generation Source: Nielsen 2014 Print to Digital Survey Source: Nielsen 2014 Print to Digital Survey

  8. investing Further in digital touch-points Retailers Manufacturers 93% Apps for phones/tablets Social media sites Emails to shoppers Text messages to shoppers Store website Money-saving apps Money-saving websites/blogs In-store kiosks Mailed circular Newspaper circular In-store circular 90% 86% 86% 79% 74% 57% 48% 14% 7% 2% Source: 2014 Retailer & Manufacturer partner survey; Q6 – In 5 years, do you envision spending more, the same, or less than you do today on each of the following marketing vehicles?

  9. retailers WIN with more digitally engaged shoppers Equity Score Share of Wallet Mass Drug Mass Online Grocer Share of Wallet Index Average Equity Score Grocer Online Drug Number of Retailer Touchpoints Number of Retailer Touchpoints Source: 2014 Print to Digital Survey; Sources = Emails to shoppers, Store website, Apps for smartphones/tablets, Social media sites, Money-saving websites/blogs, Money-saving apps, Text messages to shoppers, In-store kiosks, Circulars – In-store, Circulars – Mailed, Circulars – Newspaper; Equity Score: a quantitative value that describes the level of affinity shoppers have for a retailer (taking into account a variety of factors including awareness, shopping behavior, and store preferences)

  10. Optimize channel and format Manufacturer Collaboration Retailer Models Shopper Segments Shopper Needs Non-Digital Grab & Go Convenience Small Format Pricing Non Planners Tech Savvy Shopability Researchers Price/Value E-Commerce Form, Size, Content Digital Advocates Assortment Tech Averse Digital Reluctants Service Home Delivery Supply Chain Source: Q2 2013 Digital Shopping Information Survey

  11. These are valuable Shoppers Non Digital Digital Advocates Yearly spend $5,850 $7,003 Highest household spend across all channels Lowest household spend across all channels Source: Digital Shopping Information Survey – Updated Jan 2014

  12. What this means for you… Personalize Communication Find Your Shopper Types Optimize Channel & Format

  13. c360.cnf.io Choose Your Session From the List Click / Tap on Each Poll to Respond

  14. Polling Questions Are these Yes/No questions or can there be multiple choice? Today e-commerce represents approximately 4% of FMCG sales. By 2020 do you think e-commerce’s percentage of FMCG sales will be: • 10% • 15% • 20% • 25% • For your company how big of a priority is E-Commerce: • High priority: We have leader dedicated to growing this area • Medium priority: We want to meet shoppers needs who want to shop online, but don’t see this as a growth area. • Low priority: While we are monitoring the growth of E-Commerce, we think it represents a low percentage of how customers want to shop • Currently, how much do you buy via e-commerce of your total purchases (includes digital goods): • Less than 10% • 10%–30% • 30%–50% • Over 50%

  15. Your opportunity to share and connect! • What do you think shoppers want in a digital shopping experience, and what role does a physical store presence play. • What impacts do you see mobile having in shopper engagement, on advertising and path to purchase?

  16. Audience Q&A with Panelist

  17. In closing… Transcript FactPack Community Email Let’s continue the dialogue

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