Differentiating in the age of the customer - Forrester 10 maj på Creuna

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Differentiating In The Age Of The CustomerMichelle Beeson, Analyst

May 2017

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Digital competitors thrive and disrupt

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Food & Drink is one of the fastest growing online sales categories in Europe

CAGR (2016 to 2021) for Food & Drink:

14%


Super shoppers are here

Source: Global Consumer Technographics® Online Benchmark Surveys, 2016

European online grocery buyers

27%

8%

23%

22%

20%Holdouts

Mobile shoppers

Researchers

Super shoppers

Traditional web shoppers

European online adults

41%

8%

30%

13%

8%


Customers are hyperconnected, empowered and have new expectations


Digital connection extends across contexts

Source: Forrester’s European Consumer Technographics Online Benchmark Survey 2015


15%

39%

46%

Digital influence extends offline

Source: Forrester Data Web-Influenced Retail Sales Forecast 2016 to 2021 (EU7)

Online sales

Web-influenced offline sales

Offline salesBy 2021, 54% of total retail sales will be digitally influenced


Carrefour smart shopper app guides shoppers from digital research to offline purchase


Technology adoption will continue to flourish


Complexity is the new reality


Customer experience leaders outperform peers

Source: Annual reports for fiscal years 2010 and 2015 from ING-DiBa, Commerzbank, John Lewis and Debenhams Retailhttps://go.forrester.com/data/cx-index/

Base: European Online Adults (UK, France, Germany, Spain, Italy)Source: Consumer Technographics® European Online Benchmark Survey (Part 2), 2016

Annual growth rates, 2010 - 2015

For 60% European customers a good experience with the

brand will make then buy products again

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Each time a customer is exposed to an improved digital experience, their engagement expectations

are reset to a new higher level


No industry is immune

Agreement that your business will be disrupted by digital technologies in the next 12 months

Agreement that digital technologies is a major driver of business strategy for your company


Digital businesses continuously exploit digital technologies to both create new sources of value for customers and increase operational agility in service of customers


Accelerate digital transformation internally and take advantage of value ecosystems


Gatorade found that its direct eCommerce site opened up new customer groups including SME customers


Nestle Waters Ready Refresh consolidates waters and beverages, targeting both consumers and businesses…


…and secures regular replenishment for ongoing relationship


Green & Blacks developed D2C eCommerce for speciality goods, distinguishing it from retail partners


Nescafe connects customer to its retail partner ecosystem making it easy for customers

https://www.nescafe.co.uk/


https://https://www.yeovalley.co.uk/things-we-make/yeogurt/natural/reviews/

Yeo Valley showcases products, value added content and the partner ecosystem


Philadelphia captures individual customer connections via recipes on Facebook

https://www.philadelphia.co.uk/recipes/Philadelphia%20with%20Vegetable%20Pancakes?r=34

Base: European Online Adults (UK, France, Germany, Spain, Italy, Sweden)Source: Consumer Technographics® European Online Benchmark Survey (Part 1), 2016

42% of European online adults regularly follow and read about ‘food & cooking’ online


Bose used partner ecosystem to develop campaign to drive direct sales with buy buttons


For Kellogg direct commerce is first about innovation


New digital businesses are emerging to create new customer experiences and adding value through partnership…


…and new business models that create new sources of competition


Orientate around the customer

#DigitalBusiness

Build dynamic ecosystems that open up new possibilities


Digital differentiators are a rare breed


Digital maturity equals business growth

Forrester's Global Business Technographics Marketing Survey, 2015, n=227

Differentiators

Collaborators

Adopters

Sceptics

11%

9%

7%

6%

Three times as likely as Sceptics to show double-digit growth.

Half show double-digit growth.

Most show moderate growth.

The most likely firms in the sample to be shrinking.

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Thank you© 2017 FORRESTER. REPRODUCTION PROHIBITED.

Michelle Beeson

[email protected]://blogs.forrester.com/michelle_beeson

Differentiating in the age of the customer - Forrester 10 maj på Creuna

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