Are your cpg brands maximizing the return on your digital investment
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Are Your CPG Brands Maximizing the Return on Your Digital Investment?. October 2, 2012. Who we are. Judy Bahary Sr. Vice President, Agency & CPG Market Solutions comScore. Ryan Krenn Senior Manager, CPG Digital Marketing Solutions Accenture Interactive. John LaRocca

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Are Your CPG Brands Maximizing the Return on Your Digital Investment?

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Are your cpg brands maximizing the return on your digital investment

Are Your CPG Brands Maximizing the Return on Your Digital Investment?

October 2, 2012


Who we are

Who we are

Judy Bahary

Sr. Vice President, Agency & CPG Market Solutions

comScore

Ryan Krenn

Senior Manager, CPG Digital Marketing Solutions

Accenture Interactive

John LaRocca

Vice President, Media Solutions

dunnhumbyUSA


About our companies

About our companies

Accenture is a management consulting, technology services and outsourcing company, which has offices and operations in more than 200 cities in 54 countries.

comScore is a global leader in measuring the digital world and preferred source of digital business analytics.

dunnhumby is the leader in personalizing the world’s experience of retailers and brands. We help companies put the customer at the center of every decision by using our insight to improve customers’ experiences and communications to earn their lifetime loyalty..


Agenda

Agenda

  • Background: The Need for this Study

  • Research Methodology

  • Findings

  • Key Takeaways

  • Future Research


The need for this study

The need for this study

  • Effectiveness of CPG websites is a mystery

    • CPGs invest millions in brand websites and social media, yet struggle to show how they influence sales

  • Little is known on what works online

    • Digital agencies are always coming up with new ideas and recommendations for CPG websites, but little is known about what works

  • Gap between web and in-store sales

    • Web analytics & online panels measure browsing leading to an online purchase

    • Most CPG purchases are made offline- gap between site visits and offline purchase


Research objectives

Research objectives

Do consumers visiting a brand’s website buy more than non-visitors?

Where are brand buyers spending their time online?

What website features drive in-store sales?


Integrating data sources

Integrating data sources

Single-source, privacy protected data linking online activities and

in-store buying behavior

at the HH level.

Website Visiting & Search

Loyalty Card

Video

Online Transactions

Advertising Exposure

UPC Scan Data

1 Million

US Internet Users

60 Million Households


Accenture web evaluator awe 52 metrics scored with benchmarking for 350 leading global sites

Accenture Web Evaluator (AWE)52 metrics scored with benchmarking for 350+ leading global sites

Branding

Navigation

Engagement

  • Link navigation, call-to-action

  • Simple menus, fast load times

  • User driven intuitive navigation

  • Site maps

  • Multiple integrated routes

  • Clear “welcome to brand” content

  • Compelling brand proposition

  • Consistent message onsite

  • Clarity of message

  • Surveys, demos, live chat, tools, tutorials to interactively engage

  • Downloads - apps, audio, video, buying or ‘how-to’ guides, games

  • Contest, sweepstake, promotions

Globalization

Relationship Building

Information

  • Daily refreshed content

  • Product comparison feature

  • Ratings, reviews, product benefits

  • Product selection features

  • Separate product & corporate info

  • Easy switch to other countries

  • Local language content & currency, customer service

  • Consistent look & feel across languages & countries

  • Loyalty program, CRM

  • Personalization & customization

  • Login registration provides custom content, news, games, product recommendations, saved basket

Service

Commerce

Social

  • Popular social features

  • Active community posts & UGC

  • Brand participation with lively discussions, deep knowledge

  • Promotional events Nike+ 10K run

  • Easy, secure purchase

  • Clear pricing & promotion info

  • Accessories & related products

  • Omni-channel on+offline - return

  • Store locator

  • Instructions, manuals, recipes

  • Effective self help, demos, FAQs

  • Service via email, chat, phone

  • Allow feedback via reviews, surveys, forums


Research methodology

Research methodology

  • Examined 10 food & beverage + household product brands:

    • Between $40 million and $3 billion in annual sales

    • 5%+ household buyer penetration

    • Between 100,000 and 2.3 million unique site visitors a month

  • Study period: September 2010 - February 2011

  • For confidentiality, individual brand results cannot be disclosed

  • Represent a wide range of website and buyer behaviors

  • Findings presented to the FMI and GMA (joint sponsors of the research)


Are your cpg brands maximizing the return on your digital investment

Findings


Most cpg brand websites attract relatively few visitors

Most CPG brand websites attract relatively few visitors

Source: comScore, 2011


Some cpg websites drive incremental in store spending

Some CPG websites drive incremental in-store spending

On average, website visitors spend 37%more than non-visitors …

For 20% of brands, web site visitors bought LESS THAN non-visitors. What does that say about the quality of the online experience?

but one brand achieves a 105%incremental spend from visitors vs. non-visitors


Website visitors pay less per unit than non visitors

Website visitors pay less per unit than non-visitors

On average, website visitors pay 8% less per unit than non-visitors … couponing strategy?

but some marketers earn 2% higher unit price from visitors using brand value messaging


Engagement does not translate to exclusivity

Engagement does not translate to exclusivity

Website visitors spend 53%more in the category than non-visitors …

and purchase 58%more units in the category


Illustrative case for cpg digital marketing

Illustrative case for CPG digital marketing

Internet ROI Study results

Value of one Brand


Features of cpg brand sites

Features of CPG brand sites


Web site features that drive traffic engagement and sales

Web site features that drive traffic, engagement, and sales

Which CPG web site features maximize off-line sales?

Business impact: Marketers need to generate a constant stream of fresh content in all channels to keep consumer attention and increase purchases.


Who is doing it right

Who is doing it right?

Product Ratings & Reviews (Video)


Who is doing it right1

Who is doing it right?

eNewsletter Program Signup

Printable Coupons


Who is doing it right2

Who is doing it right?

Gamification


Who is doing it right3

Who is doing it right?

Click-to-Buy


Illustrative case for cpg digital marketing what if brand doubled traffic and engagement

Illustrative case for CPG digital marketingWhat if Brand “doubled” traffic and engagement?

margin +$15.5 million

  • Incremental annual margin from digital brand experiences that

  • create consumer engagement

  • deliver rich experiences

  • generate awareness

  • engender an emotional connection to brand

This is a BIG opportunity to drive engagement with the brand!


5 key takeaways

5 Key Takeaways

  • CPGs have significant potential to build engagement and preference

  • Most miss this opportunity because too few consumers visit their site

  • A few CPGs have online experiences that generate incremental sales

  • Requires fresh content and a clear call to action

  • Integration of online and in-store data needed to measure the impact of digital for CPGs


Future research brand websites vs social networks

Future Research: Brand websites vs. social networks

Social Media

Brand Websites

Fans

Friends of Fans


Are facebook f ans responsive to the messaging

Are Facebook fans responsive to the messaging?

  • Evaluate Facebook activity including commenting or “liking” a post

  • Look at online behavior of exposed fans: do they visit your website?


Are fans friends of fans more valuable

Are fans & friends of fans more valuable?

  • Look at offline spending of fans, friends of fans and non-fans

  • Compare fan spend to brand website spend

Spend per Household for Brand X and the Category

Brand X Friend of Fan

Non Fan or Non Friends


Who is visiting your brand site and who are your facebook f ans

Who is visiting your brand site and who are your Facebook fans?

Compare the demographics of your website visitors and Facebook Fans to total Internet composition


Are your cpg brands maximizing the return on your digital investment

Thank You!

Accenture

Ryan Krenn(414) 698-8523

[email protected]

comScore

Judy Bahary

(312) 775-8836 [email protected]

dunnhumbyUSA

John LaRocca

(513) 632-0613

[email protected]


Are your cpg brands maximizing the return on your digital investment

Appendix


Web site features that drive traffic engagement and sales1

Web site features that drive traffic, engagement, and sales


Web site features that drive traffic engagement and sales2

Web site features that drive traffic, engagement, and sales


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