Top Banner
1 st ECR Ireland Digital Forum How to successfully influence consumers & shoppers through digital means Old Jameson Distillery 26 August 2014 WELCOME
151

ECR Ireland Digital Forum Aug 2014

Nov 17, 2014

Download

Mobile

ecrireland

The 1st ECR Ireland Digital Forum took place in the Old Jameson Distillery, Dublin on 26 Aug 2014.
The objective of the Digital Forum is ...
- Discover what digital initiatives work well
- Develop better digital practices
- Understand future digital trends
- Network
The 1st Forum featured 6 Irish Digital Service Providers who presented the following agenda;
-Who we are & what we do
-What works?
-What's next?
Welcome message from author
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
Transcript
  • 1. WELCOME1st ECR IrelandDigital ForumHow to successfullyinfluence consumers &shoppers throughdigital meansOld Jameson Distillery26 August 2014

2. Attendees1. Alan Gilson Aryzta2. Elaine Bourke Category Solutions3. Lynda Magee Channelforge4. John Nielsen Clavis Insight5. Stephen Shallow Coca Cola6. Shane Vaughan Cuisine de France7. Robert Flavin Diageo8. Declan Carolan ECR Ireland9. Oonagh McCutcheon Elucidate10. Ailish McLew FMI11. Michelle Morley Gala Retail Services12. Tony Cluskey Gala Retail Services13. Sharon Whelan Green Isle14. Aisling Twomey Green Isle15. Maria Svejdar GS1 Ireland16. Mike Byrne GS1 Ireland17. Amy Louise SoraghanGSK18. Jim Copeland HAI19. Annemarie Harte HAI20. Paula Conlon Heineken21. Stephen Rust i4p22. Colm O'Brien IBM23. Nicola Barrett Irish Distillers Pernod Ricard24. Shane Gillman Irish Distillers Pernod Ricard25. Jim Cummins Irish Distillers Pernod Ricard26. Barry Fitzpatrick Irish Distillers Pernod Ricard27. Fiona Creedon Irish Distillers Pernod Ricard28. Mike Morrissey My Deal Doc29. David Keenaghan MyDealDoc30. Polly Davies Nestle31. Victoria Darbyshire Nestle32. Laura O'Doherty Nestle33. Anthony Rafferty PayPal34. Donald Douglas Return2Sender35. Darren Fox Richmond Marketing36. Ealron Kennedy Richmond Marketing37. Patricia Garry Richmond Marketing38. Graeme Burke Symphony EYC39. Adrian Brannigan Tesco40. Emma Smith Topaz41. Paul Candon Topaz42. Conor Feeney Unilever43. Kathryn Dodd Unilever44. Vicky Beresford United Biscuits45. Ann Walsh United Drug46. Colin Hetherington Zoo Digital 3. Anti-Trust CautionECR Ireland will not enter into any discussion, activity or conduct thatmay infringe, on its part or on the part of its members andparticipants, any applicable competition laws. By way of example,members and participants shall not discuss, communicate orexchange any commercially sensitive information, including non-publicinformation relating to prices, marketing and advertisementstrategy, costs and revenues, trading terms and conditions with thirdparties, including purchasing strategy, terms of supply, tradeprogrammes or distribution strategy.This applies not only to discussion in formal meetings but also toinformal discussions before, during or after meetings. 4. What is ECR? Demand Side -Transforming theShopper ExperienceSupply Chain -Step ChangeEfficiencyEmergingTrendsConnectedBusinessInformationCollaborationNeutralPlatformHolisticBest Practices 5. ECR Ireland members 6. ECR IrelandSupply Chain WorkgroupECR Supply Chain WorkgroupAims to be the foremost Grocerysupply chain network in Ireland 7. ECR Ireland Category Management& Shopper Marketing WorkgroupAdvance the standards of CategoryManagement & Shopper Marketingin Ireland. 8. CatMan & SM Projects 2014 9. DIGITAL SHARE GROUPParticipants1. Graeme Burke, Symphony EYC2. Stephen Rust, I4P3. Patricia Garry, Red Bull4. Elaine Bourke, Category Solutions5. Stephen Shallow, Coca Cola6. Ailish McGlew, FMI7. Lynda McGee, Channelforge8. Shane Gilman, Irish Distillers Pernod Ricard9. Vicky Beresford, United Biscuits10. Colm OBrien, IBM 10. 1st ECR Digital AwardRecognise the initiative that has most successfullyinfluenced consumers / shoppers through digitalmeans in Ireland from 2013 - 2014.KEY DATES 31 Aug Closing date for entries Mid Sep Finalists announced 11 Nov Presentation & votingat ECR Category Management &Shopper Marketing Conference 11. ECR Digital Forum Discover what digitalinitiatives work well Develop better digitalpractices Understand future digitaltrends Network 12. 1st ECR Digital ForumFeaturing DigitalServiceProviders1. Who they are /what they do?2. What works?3. Whats next? 13. Digital Forum08.30 Colin Hetherington, Zoo Digital08.45 Oonagh McCutcheon, Elucidate09.00 David Keenaghan, MyDealDoc09.15 Anthony Rafferty, PayPal09.30 John Nielsen, Clavis Insight09.45 Lynda Magee, Channelforge10.00 Donald Douglas, Return2Sender10.15 Q&A10.30 Close 14. COLIN HETHERINGTON,ZOO DIGITAL 15. Hello 16. Who are we?Were the secondbest digital agencyin Ireland. 17. Some of our clients 18. influencing consumers 19. 1. shoppers are omni channel 20. Omni channel consumers 21. Omni channel consumers 22. Omni channel consumers 23. 2. create immersiveexperiences 24. Red Bull 25. 3. make shopping social 26. C&A. 27. innocent SmoothiesGoodness HQIrelands pop up shop. 28. Britvic. 29. Britvic.. 30. Britvic. 31. 4. influence with content 32. Social Irish DistillersWest Coast Cooler / Zaconey / SPS. 33. West Coast Cooler. 34. West Coast Cooler 35. West Coast Cooler 36. 5. measure, measure,measure 37. 1. Think of the omni channel shopper2. Excite with immersive experiences3. Make the shop floor social4. Think about content5. Measure ROI 38. [email protected] 39. OONAGH MCCUTCHEON,ELUCIDATE 40. ERC Digital Forum 41. Who we are...Oonagh McCutcheon Specialist in digital strategyand implementationElucidate is one of Irelands top digital marketingagenciesClients include: Enterprise Ireland, Bord Bia, FilteIreland, Tourism IrelandOonagh is CEO of Elucidate & co-founder of MarketFinder 42. What customers want online Ease of use Good experience Clear content Convenience Good information Website must focus on the visitor to ensuregoals & requirements are met 43. Why does this matter?Its all about business: Increase sales, bookings and leads Make your business more efficient Offer better flexibility to your customers 44. And ensure...Your potential clients can find what they arelooking for quickly and easily Customer loyalty Return on Investment High conversion rates Customer satisfaction 45. Websites that are hard to useHow do they make you feel?Stupid?Angry?Confused?Disrespected?Frustrated? 46. Ryanair old siteWhy did we keep using it? 47. Ryanair new site 48. But its still not perfect Michael . . . 49. Your customers are talkinghttp://www.youtube.com/watch?v=zlKgE4PtbsY 50. Your competitors Local, regional, global Much more sophistication Much higher user expectations Its a mobile world You need to keep one step ahead 51. Shop but be careful 52. Do your customers really need to register?Required registration... 53. Make sure your links are working 54. Beautiful example of how to display and sell food as alifestyle choice onlinehttp://www.ottolenghi.co.uk/ 55. Clear Call to Action 56. Good selection, free delivery 57. Clear Booking Button 58. Product Filters 59. Delivery costsOften a concern when shopping online... 60. Can I make changes myself? Have you ever tried to purchase anything onyour own website? Ask a contact or friend to complete a taskevery few months and make necessary fixes Use freely available resources especiallyYouTube 61. How to make improvements? Listen to your customer If they dont say anything ask them Understand your customer and what theywant to do on your website How many have bought something on yourown site? 62. Some final tips Dont just test your site test the competitionto see what you are doing right and what canbe improved Do it often every time you make majorchanges to the site Do it now often companies think it is a goodidea but put it off 63. DAVID KEENAGHAN,MYDEALDOC 64. Mobile Apps that allow customers and retailers toengage like never before 65. Who we are 66. Slide to engageSmart people110TIMESSource; Locket report 2013 67. Smart shoppers95% used smartphone to look up localinfo. 61% called, 59% visited9 out of 10 mobile searches lead toaction. More than 50% convert to sales81% of consumers have researched aproduct on their smartphone74% use smartphone while shoppingSource; Forbes report Nov 13 68. How the BoozeDoc works 69. Consumer reactionRight message, righttime, right format25,000 downloads to date30,000 views of deals permonth5 star rating on App store 70. An effective digital marketing platformSmartTargetingPromotingYour OffersInstantlyReactive 71. 18 - 25 Lower Income Early Adopters Brand Preferences26 + Higher Income Bargain Hunters Wine ConsumersThe BabyDoc 72. Smart managementProductcategorymanagementjust gotsmarter 73. Becoming more disruptiveMessagingandnotifications 74. Modern consumer what works? 75. Modern consumer what works?Right message 76. Modern consumer what works?Right messageRight time 77. Modern consumer what works?Right messageRight timeRight person 78. Modern consumer what works?Right messageRight timeRight personRight format 79. Modern consumer what works?Right messageRight timeRight personRight formatCombined! 80. Born in digitaltapping into consumer behaviour 81. The Coke ingredientsPersonalised approachto mass marketEncouraged sharingLeveraged smartphoneand social media 82. Share a reactionHugely successful trial in Australiaand NZ in 2011.UK Sales 2013 v 2012 Value sales increase 4.93% Volume sales increase 3.88%UK Consumer sentiment 2013 YouGov Brandex increase from 9.6in Apr to 12.4 in Sep Buzz score from -1.1 to 0.1Source; www.marketingweek.co.uk 83. Hungry for engagementtapping into consumer behaviour 84. Thinking outside the lunchbox 85. How to spell successThe science 500 search words 25,381 misspellingsThe results 550k impressions in 2 days Click-through of 1.05% Expected click-through of 0.1%Source; ThinkWithGoogle 86. Real-time reactions 87. Digital marketing the dark arts 88. Oreo see the lightTeam of 15 in place ready to react toany eventSocial media reaction 15,000 retweets on Twitter 20,000 Likes on FacebookWhy so successful? Clever and timely Captive audience of bored andconnected smartphone users 89. Reactive marketing Murphys law 90. Content marketing 91. A Krafty approach 92. The future of FMCG 93. Subway shopping 94. Virtual realityThe process; Download HomePlus App Take photo of desired productsWas it successful At time online sales increased 130% Expanding since 2011What can we learn? Leverage limitations of traditionalmedia = longer engagementsSource; www.designboom.com 95. In-store digital marketing 96. Smart-shopping 97. Getting smart with consumersImmediate future smartphones areintegralIn-store initiatives Smartphone based loyalty system Check-in function activates personalisedcoupons QR readers to link offline and online iBeacon and LE Bluetooth on the horizon 98. In-store digital marketingPost-store initiatives eReceipts boast about the products theconsumer values the most Post sale services provide recipes,freezing advice, etc Follow-up request feedbackContent marketing is vital Find a reason to make contact and re-engagement 99. Thank You.Questions?For your reference:Website; www.MyDealDoc.ieEmail; [email protected] number; 087 951 8644 100. ANTHONY RAFFERTY,PAYPAL 101. Anthony RaffertyHead of UK & IRLMerchant Operations 2014 PayPal Inc. All rights reserved. Confidential and proprietary. 103 102. OVERVIEW GLOBAL EXPANSION LEADING IN MOBILE$1 in every $6 spend online goes through PayPal 42M active customers $27B mobile payment volume $45K processed in mobilepayments every minute. 203 markets around the world 51% of revenue is international 80 local marketing websites 152M active registered accounts $986M revenue Q2-2014 26 currencies supported globally$is cross border trade.As the leading innovator in the payment space, PayPaloffers a number of payment solutions - online, via mobile devices and in-store.1Source: PayPal internal research 2012-13~25%OF PAYPALsBUSINESSPayPal accepts locally preferredpayment methods andCURRENCIES INAs an internationallyrecognised and trustedprocessor of payments,PayPal can help build yourinternational business.PayPal allows any business orindividual with an email address toSECURELYCONVENIENTLYCOST-EFFECTIVELYSend andreceivepaymentsonline.$26193COUNTRIESConfidential and Proprietary 103. Google Confidential and ProprietaryGlobal Export Activity 104. Google Confidential and Proprietary 105. Google Confidential and ProprietaryWhat are they buying?US$12.5bnClothes,Shoes,AccessoriesUS$7.6bnHealth &BeautyProductsUS$6.0bnPersonalElectronicsUS$6.0bnComputerHardwareUS$5.8bnJewellery,Gemsand Watches 106. Google Confidential and Proprietary 107. Google Confidential and Proprietary 108. Future ShoppingExperiences 109. CONSUMERS ARE NOW IN CHARGEAnd their marketplace is globalMobileCommerceSocialCommerceStoreLocationLoyaltyPromotions& CouponsIn-storeresearchMobileIn-StoreShoppinglists 110. PayPal: future of Shoppinghttps://www.youtube.com/watch?v=V7q1jx8mYi8&index=6&list=PLqWz3O73Ry5mnBslqn3ooCw1Dqe0Duf8X 2014 PayPal Inc. All rights reserved. Confidential and proprietary. 112 111. Pay at counter picture paymentConfidential and Proprietary 113 112. Pay at counter payment codeConfidential and Proprietary 114 113. Order aheadConfidential and Proprietary 115 114. Pay the Bill @tableConfidential and Proprietary 116 115. THANK YOU! 2014 PayPal Inc. All rights reserved. Confidential and proprietary. 117 116. Richmond Video - http://www.youtube.com/watch?v=kKOn-SjSxkgPayPal Lets Consumers Shop and Pay with their Fingerprinthttps://www.youtube.com/watch?v=XBLdOIRSvQU 2014 PayPal Inc. All rights reserved. Confidential and proprietary. 118 117. JOHN NIELSEN,CLAVIS INSIGHT 118. Dublin London Boston ShanghaieCommerce Intelligence for a Changing Market 119. WHO WE AREThe Industry Leader of Online Retail Store Analytics forConsumer Packaged Goods Manufacturers & Retailersanalyseeverything thecustomer seestechnology tovisit onlinestores aroundthe world...deliver insightsolutions, analyticsand consultancy 120. WHAT WE DO eCommerce intelligence & insight for your keyonline retailers Empower brands to drive sales growth, & beatthe competition in digital channels Clients are leaders in Food & Beverage,Personal Care, Baby Care, Pet Care &Household Products 121. 123GLOBAL STORE COVERAGETRJPCNhttp://www.clavistechnology.com/online-store-audit-global-coverage/CANLFRES AUUSUKBRBEDE 122. Dublin London Boston ShanghaiWhy is online so important? 123. MARKET SIZE & GROWTHFMCG eCommerce in KeyMarkets is growing rapidlyOne third of UK consumersbuy groceries online.1 Billion People will havejoined Global MiddleClassIn 2020 ChinaseCommerce Market willequal UK, Japan, Germany& France combinedeCommerce Sales in FMCG Retail35%30%25%20%15%10%5%0%1614121086420$ billion2013 2016 CAGRSource: IGD 125 124. TRADITIONAL RETAIL CHANNEL ONLINE RETAIL CHANNEL Product Range / Assortment Distribution Across Stores Category Management Availability Price PromotionsPHYSICAL PARAMETERS Portfolio / Availability Content Menu / Search Online Promotion Ratings & Reviews PriceVIRTUAL PARAMETERS126BRAND DEVELOPMENT IS CHANGING 125. AS SUCH WE NEED TO REDEFINE FOR ONLINEOptimize on Assortment & Customized ProductRangesMaintain online exclusives, discounts & promotionsBroaden your customer base dont assume thatonline shoppers are only concerned with luxury,high-end items and brandsCo-created Products Your consumers are youbrand ambassadors, and know your products best.Look to tap into online shopper knowledge as partof the NPD 127 126. DEFINING ONLINE OBJECTIVESRange/Portfolio,Promotions, Availability,Ratings & ReviewsLack of convenience is themain barrier to customersshopping onlineOnce we understand brandand product performance, wecan identify opportunities andleverage efficienciesTechnology,processes anddatathat works Clavis,KPIs - Ongoingmeasurement to ensureperformance is optimizedSuppliers& RetailerRecipe for success 127. CLAVIS ECOMMERCE MATURITY MODELDigital PresenceManagementDigital PerformanceInsightseCommerce ProgramTest & OptimizePortfolio Content Availability Placement Reviews Media Watch-Lists Presence PerformanceIncreasing Manufacturer Maturity, Online Store Sophistication129 128. Dublin London Boston ShanghaiLooking to the future 129. THE FUTURE IS NOWITS HEREBuild consumer Confidence & Trust in the channelDeliver a great Shopping Experience throughcontinued innovationConvenience & Flexibility True anytime/anywhereshoppingImproved Category Management for OnlineFocus on the basics Solid foundation of OptimalPortfolio, Great Content & Search! 131 130. 132 131. DONALD DOUGLAS,RETURN2SENDER 132. Donald Douglas, MD, Return2SenderE: [email protected]: 087 250 1999 133. Who We Are, What We Do.. 134. Proximity Marketing iBeacon Gamehttps://www.youtube.com/watch?v=zezxONAqZkk 135. Gobble Aggregates promotions, points for actions 136. Momento Promotions Platform Share Snaps, Get FreePrints 137. Digital Campaigns: Jameson Duty Free App 138. Digital Campaigns: Jameson Destination Dublin 139. Whats Working In Mobile Digital 140. Joined Up Properly Resourced Appshttps://www.youtube.com/watch?v=Irwnxd3Uc4I 141. Example: Krispy Kreme Hot Light App 142. Using Tablets To Augment In-store experience 143. Whats Happening Next 144. iOS 8 indoor mapping, app discovery 145. Hyper-local commerce and context 146. Frictionless in-store browsing of products 147. The End Of Interruption Its all about permission 148. Donald Douglas, MD, Return2SenderE: [email protected]: 087 250 1999 149. Q&A