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Product know how informing the consumer - Edouard Balay
- 1. PRODUCT KNOW HOW - INFORMING THE CONSUMER DATE : FEBRUARY 5, 2016 LOCATION : HALLENFORUM - KLEINER STERN
- 2. Edouard BALAŸ - Consultant - contact@selfdata-drive.com Summary What can we tell about « product know-how » ? Informing consumers, a matter of audience ? How the digital economy is taking part of spreading information ? Are retailers fully involved ? What are fresh produces growers’ responsibilities? More than just informing, let’s talk about co-experience.
- 3. The « product know how » is part of History The French Gastronomy has been part of the Intangible Heritage of Humanity since 2010
- 4. Edouard BALAŸ - Consultant - contact@selfdata-drive.com What can we tell about « product know-how » ? French catering sector has a strong reputation thanks to its history and rich added values, Fresh produces knowledges are part of their contents, Growers should rely on the French catering image to defend and promote fresh produces.
- 5. TV show producers are fully involved to spread « product know how » 2010 201220081983
- 6. Edouard BALAŸ - Consultant - contact@selfdata-drive.com Informing consumers, a matter of audience ? The audience of Master Chef and Top Chef represent millions of people all over the world. Those TV shows teach us that casting, contest and story telling are captivating a massive audience. Those programs are strong platform to promote fresh produces.
- 7. Overlook at some websites - subjective perceptions Product Know How High Value Contents Low Value Contents Produce Knowledges
- 8. Edouard BALAŸ - Consultant - contact@selfdata-drive.com How the digital economy is taking part of spreading information ? Fresh produces growers are developing websites with strong recipes data base, Websites dedicated to recipes have emerged, Internet is now full of blog dealing with cooking and fresh produces information, Food Newspapers and TV shows got their own websites, Another way to touch an audience for fresh produces based on contents
- 9. The click and collect activities show poor value contents
- 10. 1 Chou Fleur Cat.1 Calibre 1.3Kg min, Chou fleur CHOU FLEUR BIO FILME PIECE CHOU FLEUR BIO FILME PIECE chou vert frisé pièce Chou fleur x1 -‐ France Cal.6 La pièce Choux Bruxelles Choux VERT LISSE 1 Chou Fleur cat.1 calibre 900g min, CHOU FLEUR Chou fleur biologique Chou fleur biologique CHOU VERT FRISE Chou fleur x1 -‐ France Cal.6 La pièce Choux CHINOIS Choux VERT FRISE Chou blanc chou fleur pièce Chou fleur biologique La pièce Chou fleur biologique La pièce CHOU VERT FRISE PIECE Choux BLANCS BIO Choux de Bruxelles chou fleur pièce Chou blanc La pièce Chou fleur bio Chou Fleur Cat.1 Calibre 6 Origine Chou Fleur Cat.1 Calibre 6 Origine Chou vert La pièce Choux rouge Choux DE BRUXELLES, en sachet chou chinois pièce Chou blanc MoiXé Mélange chou blanc, frisé courgeYe -‐ Chou fleur découpe fraîche 300g Chou fleur découpe fraîche 300g Chou-‐fleur chou fleur pièce Choux FLEUR Choux ROMANESCO Chou chinois La Puré de choux-‐fleurs Chou fleur découpe fraîche 500g Chou fleur découpe fraîche 500g Chou-‐Fleur -‐ Cat: 1 -‐ Cal: 6 -‐ Origine: Chou fleur mini x4 choux fleur bio pièce 1kg CHOU CHINOIS Choux-‐fleurs -‐ Mes Légumes Vapeur Chou fleur La pièce Chou fleur La pièce Chou-‐fleur Pièce Chou fleur mini x4 Choux fleur la pièce Chou chinois La pièce CHOU CHINOIS PIECE Chou fleur mini Chou fleur mini Choux blanc Choux BLANCS Choux FLEURS BIO Study on the cauliflower : Names and Descriptions used in the « Click and collect » web site in France collected with the Selfdata Drive® solution. ?Where is
- 11. Study on endive : Names and Descriptions used in the « Click and collect » web site in France collected with the Selfdata Drive® solution. ? CASINO BIO Endive Bio 3/5 Pièces CASINO BIO Endive Bio 3/5 Pièces Endive perle du Nord Sachet x5 ENDIVES 1KG Endives 4 pièces A braiser -‐ France Cat.1 Cal... Endives jeunes pousses Endives 1kg Endives bio Carrefour ENDIVE : Endive ENDIVE : Endive endive rouge sachet 400g Endives 1kg -‐ France Cat.1 Cal.5-‐6 Le sachet Endives 4 pièces A braiser -‐ France Cat.1 Le ... Endives La Croquante Endives 2kg Endive -‐ France Le sachet endive apériXf sachet x6 -‐310gENDIVE : Endive pleine terre ENDIVE : Endive pleine terre Endive Sachet 1 kg -‐ x10 Endives 1kg -‐ France Cat.1 Le sachet Endives 4 pièces A braiser Cat.1 Le sachet Endives Reflets de France Endives 2kg Le sachet endive apériXf sachet x6 -‐310gENDIVE : Endives apériXves ENDIVE : Endives apériXves ENDIVE SACHET 2KG Endives 1kg -‐ France Le sachet Endives 4 pièces A braiser Le sachet endives sachet 1kg Jeune pousse d'Endives, ApériXf Perle du Nord, Endives -‐ Légumes Vapeur Endive 1kg Endive 1kg ENDIVE SACHET 500G Endives 1kg Le sachet Endives 4 pièces Le sachet Endives x5 Jeune pousse d'Endives, ApériXf Perle du Nord" Endives 2kg -‐ France Le sachet Endive 4 fruits x4 Endive 4 fruits x4 Endive spécial four 4 pièces Endives 2kg endives 500g Endives x5 -‐ lot de 2 Jeune pousse d'Endives, ApériXf Perle du Nord", Le Endives apériXf x6 300g Endive à braiser 4 pièces Endive à braiser 4 pièces Endives Endives 2kg -‐ France Endive -‐ France Le sache... endives à braiser sachet x4 Endives, Le sachet de 5 pièces Endives Carmines rouges Endives, Le sachet de 5 pièces Where is
- 12. Study on kiwi : Names and Descriptions used in the « Click and collect » web site in France collected with the Selfdata Drive® solution. ? Kiwis Hayward bio KIWI : Kiwi Cat 1 kiwi GOLD Kiwi Jaune, Catégori Kiwi x1 -‐ Chili Cal. 85-‐95 La Kiwi x1 Hayward -‐ France Kiwi x4 Hayward Cat.1 Cal. Kiwis 1kg Kiwis 5 pièces Kiwis de l'Adour Kiwis jaunes 3 piècesKiwis Hayward bio KIWI : Kiwi jaune Cat 1 Kiwi gold la pièce Kiwi La pièce Kiwi x1 -‐ France Cat.1 Cal. Kiwi x1 La pièce Kiwi x4 La barqueYe Kiwis 1kg -‐ France Cat.1 Cal. Kiwis 6 pièces Kiwis gold 4 pièces Kiwis jaunes 4 piècesKiwis Hayward PeXt prix KIWI : Kiwi jaune pièce Cat Kiwi Hayward kiwi label rouge barqueYe Kiwi x1 -‐ France La pièce Kiwi x1 Precoce 4605 -‐ Kiwi x4 Precoce 4605 -‐ Kiwis 1kg -‐ fRANCE Cat.1 Cal. Kiwis 8 pièces Kiwis Gold jaunes Kiwis jaunes 6 piècesKiwis jaune gold La pièce KIWI : Kiwi Nergi Cat 1 KIWI HAYWARD BIO 6 Kiwi Nos Régions ont du Kiwi x1 4605 -‐ France Kiwi x4 -‐ Chili Cat.1 La Kiwi, Variétà © Vert Kiwis 1kg -‐ France La barqueYe Kiwis BarqueYe 1kg Kiwis Hayward Kiwis la barqueYe de 1kgKiwis jaunes 3 pièces KIWI : Label Rouge -‐ Kiwi HAYWARD Emballé kiwi pièce Kiwi x1 4605 -‐ France Kiwi x4 -‐ France Cat.1 Cal. Kiwi, Variétà © Vert Kiwis 1kg Hayward -‐ Chili Cal. Kiwis bio Kiwis Hayward 1kg -‐ Chili kiwis prêt à dégusteKiwis jaunes 4 pièces KIWI 1KG KIWI HAYWARD PIECE KIWI PRET A CONSOM Kiwi x1 Hayward -‐ Chili Cal. Kiwi x4 -‐ France Cat.1 Cal. Kiwi, Variétà © Vert Kiwis 1kg Hayward -‐ France Kiwis BIO 4 pièces 500g Kiwis Hayward bio L KIWI PANIER X10 Kiwis jaunes 6 kiwi 7 pièces en Kiwi Hayward Kiwi vert Bio, Kiwi x1 Hayward -‐ Kiwi x4 Hayward -‐ Kiwis Kiwis 1kg Hayward -‐ Kiwis BIO en Kiwis Hayward Liquide vaisselle Kiwis la barqueYe de 1kg KIWI BARQUET TE 1KG kiwi jaune pièce Kiwi vert Bio, Catégori Kiwi x1 Hayward -‐ France Kiwi x4 Hayward -‐ France Kiwis 'PeXt Prix' Kiwis 1kg Hayward -‐ Italie Cal. Kiwis Bio Village x6 Kiwis Hayward PeXt prix Panier de 10 kiwis kiwis prêt à déguste Kiwi barqueYe de 1kg Kiwi Jaune, Catégori Kiwi vert Bio, Catégori Kiwi x1 Hayward -‐ France Kiwi x4 Hayward -‐ France Kiwis 1.5kg Kiwis 1kg La barqueYe Kiwis biologique s x6 Kiwis jaune gold La pièce panier fruits bio 2kgL KIWI PANIER X10 Kiwi bio Kiwi Jaune, Catégori Kiwi vert Bio, Catégori Kiwi x1 Hayward -‐ France Kiwi x4 Hayward Cal. Kiwis 10 pièces Kiwis 4 pièces Kiwis Carrefour Kiwis jaunes 3 pièces Winny kiwi la barqueYe Where is
- 13. Overlook at « click and collect » websites - subjective perceptions Product Know How High Value Contents Low Value Contents Produce Knowledges
- 14. Edouard BALAŸ - Consultant - contact@selfdata-drive.com Are retailers fully involved ? The fresh produces in the French« click and collect » website look like all the same, very low in terms of contents, Retailers are learning very quickly and they are under the «amazon» pressure, Still the best place to touch an audience for fresh produces growers.
- 15. Fresh produces growers can get closer to the Food industry Know How Produce Knowledge
- 16. Le samedi vers 17h Le samedi vers 12h25 et le dimanche vers 12h du 4 octobre au 28 décembre 2014 Fresh produces growers are welcome to communicate on TV
- 17. Fresh produces growers can create link with Internet actors Know How Produce Knowledge
- 18. Fresh produces growers can interact with Internet actors
- 19. Edouard BALAŸ - Consultant - contact@selfdata-drive.com What are fresh produces growers’ responsibilities? Growers, manufacturers, retail providers must keep in mind that they are also food makers for people, With the internet explosion, contents marketing are a major issue, « Product Know how » is the natural way to start a conversation with consumers, Bring contents to retailers, Let’s talk about desire and not only agricultural engineering.
- 20. Valorisation of Knowledge, Know How, skills and experiences The web 3.0 Understanding of needs and market Digital technology of communicationFresh produces 3.0
- 21. Edouard BALAŸ - Consultant - contact@selfdata-drive.com More than just informing lets talk about co-experiences « Product know how » is just a co-experience, most of the fresh produces growers offer recipes. None of them start a real chat with consumers on this specific subject. It looks like it’s done because every body is doing it… Offering chats with consumers, bloggers, chiefs retailers through collaborative platforms give us opportunities to get closer to consumers. As you know, now they need commitments and meanings. Let’s not miss the next marketing evolution.
- 22. Edouard BALAŸ - Consultant - contact@selfdata-drive.com Thank you