Vortrag Prof Drüner: Zukunft Drogeriemarkt

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Vortrag
Düsseldorf, 26.04.2013
Prof. Dr. Marc Drüner

MANAGEMENT CONSULTING WITH FOCUS ON INNOVATION MARKETING
90 EMPLOYEES; OFFICES IN BERLIN AND BEIJING
AGENCY OF TROMMSDORFF + DRÜNER
SPECIALIZED IN SOCIAL MEDIA,
APPLICATIONS AND ENTERPRISE 2.0
SCIENTIFIC EXPERTISE SUBSTANTIATED THROUGH
CLOSE COLLABORATION WITH TWO UNIVERSITY CHAIRS
MANAGEMENT AND DIGITAL MARKETING
CONSULTANCY OF TROMMSDORFF + DRÜNER,
SPECIALIZED ON CHINESE MARKET
COLLABORATION WITH CHAIR OF
MARKETING AT TONJI UNIVERSITY

CLIENT REFERENCES
CONSULTING INTERNATIONAL BRANDS SINCE 1999

marc.druener@td-berlin.com - 4
Agenda
1. Intro: Central Beliefs
2. Digital Shopper Marketing: Zielgerichtetes Marketing für
jede Zielgruppe
3. Digital Benchmarking System: Erfolgsmessung und –
optimierung
4. Mobile Couponing: Kundentreue gewinnen durch
Loyalitätsprogramme

“…SOCIAL NETWORKS ARE THE OPERATING
SYSTEMS OF THE DIGITAL SOCIETY…”
(Digital Quarters, 2011)

“…TECHNOLOGY IS THE NEW CREATIVE…”
(Technology Strategy Board)

“…MARKETING IS THE NEXT BIG MONEY SECTOR
IN TECHNOLOGY - BY 2017, A CMO WILL SPEND
MORE ON IT THAN THE CIO…”
(Gartner Group, 2012)

“…DATA IS THE OIL OF THE 21ST CENTURY…”
(GARTNER, 2010)

“…COPY AND PASTE – APPLY EXCELLENT SOCIAL EXPERIENCES
FROM OTHER INDUSTRIES TO THE IBM WORLD…”

…everyone wants to capture the end
customer!
Third parties
OEMSupplier Retail End customers
Competitors

The business success of
tomorrow depends on the data
collection of today

data driven business =
enriched user data:
= behavioral user profiles & understanding
= build better products, better services, better …
= make more money
What’s my data?
TALKING
ABOUT
…+…
Owned
media
Market
research
…+ + + +

Agenda
jede Zielgruppe
optimierung

Do we have to choose?
??
OR
OFFLINE
ONLINE

No! Offline and Online are a great match!
AND
= PERFECT MATCH!
OFFLINE
ONLINE

Shopper Marketing:
Leveraging the online and mobile trend for sales increase across all channels
APPS
MOBILE
ONLINE
SOCIAL
LOCAL
GAMING
…
COUPONS
BRICK AND MORTAR
MOBILE COMMERCE
ONLINE COMMERCE

Welcome to the world of Digital Shopper marketing
CUSTOMER INTEGRATIONSHOPPING ASSISTANTS
LOYALTY CREDITS COUPONING

Key benefits of all stakeholders by implementing strategic shopper marketing
Shopper Loyalty
Additional Sales
Brand Image
Activated Shopper
Consumer Loyalty
Additional Sales
Brand image
Leveraged Customer Relationship
Capabilities in Digital Shopper
Marketing
BRAND RETAILER
Targeted Deals
SHOPPER

20
DIGITAL SHOPPER MARKETING
WEB-BASED PLANNING TOOL
TARGET-ORIENTED PLANNING
OF DIGITAL SHOPPER ACTIVITIES
REGION & KEY ACCOUNT
Intensive involvement with familiar products
WHICH STRATEGIC GOALS SHOULD BE REACHED?
WEIGHT THE STRATEGIC GOALS BY
DISTRIBUTING A TOTAL OF 100%
Interest in new products
Incentive for unplanned purchases
Influence of store choice
Influence of product choice
Initiation of additional purchases
Informing friends/ acquaintances
BRAND SELECTION
TARGET GROUPS
RECOMMENDED
ACTIVITIES
100%
TARGETED
STRATEGIC GOALS
GOAL-ORIENTED
PRESELECTION
BRAND SELECTION
ENGAGING
BRAND SELECTION
SUCCESSFUL
START OPTIMIZATION
RECOMMENDED
ACTIVITES

Agenda
jede Zielgruppe
optimierung

AND HOW CAN WE
MEASURE OUR
SUCCESS?

TURNING DATA INTO SUCCESS
The challenge is to build a tool that aggregates existing and new data automatically,
reduces complexity and creates actionable insights for research and marketing.
CHALLENGE
“Using information from the internet
is like drinking water from a fire hydrant”
Mitchell Kapor, founder of Second Life

Do we have to choose?
??
OR
TV
ONLINE

No! TV and Online are a great match!
AND
= PERFECT MATCH!
TV
ONLINE

SOCIAL NETWORKING
friends & work
WATCHING TV
multiple screens
88% of tablet
owners and 86%
of smartphones use
their devices while
watching TVNielsen Social TV Aug. 2012
Television
& Internet

SOCIAL NETWORKING
friends & work
WATCHING TV
multiple screens
38% surf on facebookwhilst watching TV

SOCIAL NETWORKING
friends & work
WATCHING TV
multiple screens
Taking this behavior into
account provider develop
parallel
programs
TALKING
ABOUT

29
DIGITAL PERFORMANCE MANAGEMENT & LIVE DASHBOARD
ALIGN MULTIPLE DATA SOURCES WITH BUSINESS OBJECTIVES AND INDUSTRY BENCHMARKS TO
GENERATE ACTIONABLE INSIGHTS
ONLINE DASHBOARD FOR LIVE PERFORMANCE MEASUREMENT AND REACTION
vs.
internal
cases
Vs.
Compet
ition
Vs.
Award
Winner
OPINION
MINING
ONLINE
SURVEYS
WEB
ANALYTICS
SOCIAL
DATA
SEARCH
DATA
MEDIA
SPENDING
DATA SOURCES (heterogeneous,
old & new data)
LIVE STEERING WITH
ONLINE DASHBOARD
(e.g. Coca Cola)
ACTIONABLE
STEPS
TO SUCCESS
BUSINESS
OBJEVTIVES
BENCHMARKING
(internal & external )

Data-driven change: How new data can fulfill the CMO’s key needs
UNSURE WHERE TO INVEST SUCCESS PER CHANNEL
EX-POST REPORTING REAL-TIME IMPROVEMENT
DATA SILOS FOR EXPERTS ALL DATA IN ONE PLACE
DISPERSED, ANONYMOUS
COMMUNICATION
TARGETED MESSAGING
LACK OF COMPARABILITY 360°BENCHMARKING
OLD WORLD NEW WORLD

A central hub for data aggregation, reporting and insights
Taking KPI management to the next level

Agenda
jede Zielgruppe
optimierung

Retail + mobile: THE combination for the future of commerce
http://www.factbrowser.com/facts/8207/
Mobile commerce will account
for 24.4% of overall ecommerce
revenues by the end of 2017
1 in 8 EU5 smartphone
users actually completed a
retail transaction on their
phone
Mobile commerce sales
will reach $30B in 2016
More than 2/3 of mobile
transactions use alternative
payment methods like
PayPal instead of credit or
debit cards
8 in 10 shoppers interested in
mobile wallets would use a Paypal
wallet if one was available, vs 6 in
10 for Google and Apple
46% of smartphone owners aged 18-34
have shared their locations with a
retailer, compared to 22% of those
aged 35-54

Mobile Couponing Market is exploding
Source: http://www.fiercemobilecontent.com/story/forecast-users-will-redeem-43b-mobile-coupons-2016/2011-11-01
Consumers worldwide will redeem
more than $43 billion
in mobile coupons in 2016,
an eightfold increase from the
$5.4 billion in mobile coupon values
subscribers will redeem in 2011.

It’s all about giving & taking

Perfectly leverage shopper preferences along different key success factors of mobile
loyalty approaches
GAMIFICATION
UNIQUE USER
EXPERIENCE
SOCIAL SHARE
TARGETED
ENGAGINGATTRACTIVE BARGAIN

Thank you for
your
attention!
Prof. Dr. Marc Drüner
trommsdorff + drüner
innovation + marketing consultants GmbH
Rosenstraße 18
10178 Berlin
Fon +49 (0)30 27876027
Fax +49 (0)30 27876066
Mob +49 (0)151 18440018
marc.druener@td-berlin.com
www.td-berlin.com

Vortrag Prof Drüner: Zukunft Drogeriemarkt

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