the continuing impact of digital on shoppers and stores n.
Download
Skip this Video
Loading SlideShow in 5 Seconds..
The Continuing Impact of Digital on Shoppers and stores PowerPoint Presentation
Download Presentation
The Continuing Impact of Digital on Shoppers and stores

Loading in 2 Seconds...

play fullscreen
1 / 19

The Continuing Impact of Digital on Shoppers and stores - PowerPoint PPT Presentation


  • 105 Views
  • Uploaded on

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.

loader
I am the owner, or an agent authorized to act on behalf of the owner, of the copyrighted work described.
capcha
Download Presentation

PowerPoint Slideshow about 'The Continuing Impact of Digital on Shoppers and stores' - lahela


An Image/Link below is provided (as is) to download presentation

Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.


- - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - -
Presentation Transcript
panel introduction
Panel introduction

Deepika Pandey

Group VP, Digital Marketing

Walgreens

Mike Brennan

Chief Operating OfficerPeapod

Jodi Kahn

Chief Consumer Officer

FreshDirect

the shopper driven retail future
The Shopper Driven Retail Future

Always On, Seamless, Personalized

Dynamic, Transparent, Endless

Any Category, All Devices, Borderless

cpg online market
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

fragmenting behavior contradicting facts
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

path forward is focused on shopper types
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

personalize shopper communications
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

investing further in digital touch points
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?

retailers win with more digitally engaged shoppers
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)

optimize channel and format
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

these are valuable shoppers
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

what this means for you
What this means for you…

Personalize Communication

Find Your Shopper Types

Optimize Channel & Format

slide14

c360.cnf.io

Choose Your Session From the List

Click / Tap on Each Poll to Respond

polling questions
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%
your opportunity to share and connect
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?
in closing
In closing…

Transcript

FactPack

Community

Email

Let’s continue the dialogue