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Présentation Tsquared Insights - Nouveaux canaux de distribution

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Le commerce est en pleine évolution avec toujours plus l’expérience au cœur des attentes et des challenges….

Les acteurs revisitent les chaînes de valeur traditionnelles, inventent de nouveaux business models … et de nouveaux canaux de distribution !
Gilles Haumont, Directeur du business développement de la start-up Tsquared Insights, introduit ces challenges de la distribution, notamment face à la stratégie d’Amazon, que Tsquared Insights analyse, en continu, grâce à son outil de recueil de data on Line sur les plateformes des e tailers.

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Présentation Tsquared Insights - Nouveaux canaux de distribution

  1. 1. Hello! I am Gilles Haumont Chief Commercial Officer at Tsquared Insights
  2. 2. The Online Landscape
  3. 3. Sensors & Devices Consumer Generated VOIP Enterprise Data Massive big data has become available *1 exabyte (EB) = 1*10 18 bytes
  4. 4. 59% 51% 69% 46% 52% 70% Automotive Beauty Electronics Groceries Health Luxury Online influence by category Online sales are only the tip of the iceberg 56% 10% Offline Sales Online Sales Sales Influenced by online 34% Single digit by 2020
  5. 5. 75% 75% of FMCG growth is from E-commerce
  6. 6. OUR BIG CONCEPT
  7. 7. What if you had access to your complete online customer journey?
  8. 8. Tsquared has a panel of How does it work? of consumers’ online actions
  9. 9. 100M devices Search 1 Billion Data Point Per Day Brands Products Interests Organic/Paid Landing Page Add to baskete-Shops 0.5 Billion Data Point Per Day Reviews Purchase decision Brands Products Sites Purchase decision Product Information Non buying actions The 3 S and more…
  10. 10. Unmatched Granularity 12:46:04 PM Gmail gmail.com 12:56:04 PM France24 france24.com 1:00:15 PM Euronews /no click/ 2:43:20 PM Où promener son chien Paris infoveto.com 2:55:20 PM Clavier gamer techradar.com 3:16:04 PM visits amazon results page for “Gamer keyboard” 3:25:03 PM visits product page KLIM Chroma 3:33:15 PM visits product page Logitech G213 3:43:20 PM reads product reviews Logitech G213 Product page & read reviews Gamer keyboard 3:52:55 PM searches “Logitech keyboard” 3:53:48 PM visits product page Logitech G213 3:54:15 PM adds to basket Logitech G213 3:55:00 PM proceeds to checkout Add to basket + Purchase Need Evaluation Purchase Mails Fashion Lover Pets ? Female 35-44 years Weather
  11. 11. Profiling Category / Market Trends Search Content (topics, brand, products…) Touch points identification (sites, key words) Needs & Opportunities E-COMMERCE OPTIMIZATION Performance & Conversion analysis Pathways (onsite / cross-sites) Trajectories (length, order, timing) eCommerce Maximization Triggers & Barriers CAMPAIGN EFFECTIVENESS Campaign Impact Online Touchpoints ROI KeyWords Optimization Targeting efficiency PERFORMANCE MONITORING E-commerce Market shares Trend Tracker Predictive analytics YOUR CUSTOMER JOURNEY Our services INNOVATION & OPTIMIZATION Brand Health
  12. 12. Offline Vs Amazon market share Study on the top offline shampoo brands in The UK
  13. 13. On Amazon.co.uk 2% of visitors are interested in haircare, representing a study sample of 30k consumers Source: Tsquared Online Search Insights, UK, 1 January 2017 – 31 December 2017. General population Tsquared UK panel 1.7 million internet users in our UK panel 1.5 million Amazon visitors 60.2 million internet users in the UK in 2017 30k consumers into haircare People who visited amazon.co.uk in our panel People interested in haircare on Amazon.co.uk 2.9% 83.5% 2.0%
  14. 14. Among women shampoo, the top 4 offline brand market shares are dominating the market Source: Euromonitor report “Hair care in the United Kingdom”, May 2018. 5.1% 4.9% 4.6% 4.4% 3.6% 3.6% 3.3% 3.1% 2.3% 0.9% 0.0% 1.0% 2.0% 3.0% 4.0% 5.0% 6.0% Marketshare(%) UK hair care market shares (2017)
  15. 15. On average, the top 5 brands share reach only 45% of their offline share in Amazone e-commerce Source: Tsquared Insights, Offline shares based on Euromonitor report “Hair care in the United Kingdom”, May 2018. Sample: UK shampoo matches, Amazon histories. 1 January 2017 – 31 December 2017. 0% 1% 2% 3% 4% 5% 6% 7% 8% Elvive Pantene Aussie Head & Shoulders Herbal Essences Marketshare(%) Offline compared to Amazon market share in the UK Offline market share Amazon market share
  16. 16. Expanded to the general population, our data describes 23k online shampoo consumers in the UK, while 122k research online to buy offline (ROBO) 23k shampoo online consumers 122k shampoo consumers influenced by online Pure offline shampoo sales
  17. 17. On Amazon, top shampoo brands experience difficulty to convert consumers to buy online – Head & Shoulders is an exception Source: Tsquared Insights. Sample: UK shampoo matches, Amazon histories expanded to online population, N (product page) = 86,724, N (add to basket) = 35,448, N (conversion) = 23,483, 1 January 2017 – 31 December 2017. The benchmark is calculated from 10 top category brands conversion rates. Viewed product page 9,414 consumers 2,069 consumers 3,069 consumers 12,724 consumers 1,690 consumers 25% 47% 28% 62% 16%38% 59% 64% 72% 77% 63%66% 15% 30% 20% 47% 10%24% Amazon conversion rates for top 5 offline shampoo brands Added to basket 2,345 966 862 7,828 276 Purchased 1,379 621 621 6,034 172 Benchmark 6% 3% 3% 26% 1% Brand share in purchase (based on top 10 brands)
  18. 18. Digital is reshuffling the cards Key challenges for Brands and Retailers
  19. 19. • Reduced share of purchase • Impact on loyalty Limitless Shelf Space 1. Risk of reduced share of purchase • Reduced Barrier to entry • Long tail effects 2. Impact on loyalty • Increased volatility • Higher price sensitivity Limitless Shelf Space  Limitless competition between brands
  20. 20. • Reduced share of purchase • Impact on loyalty LowerVisibility 1. Highly Fragmented Market • Traditional Players • Pure players • Amazon own brands 2. NewVisibility Strategies • Search KW strategy • E-Retailer KW strategy Lower Visibility  Leading consideration set is critical
  21. 21. New Sources of Information Lower Visibility  Identifying key touchpoints per target audience
  22. 22. • Reduced share of purchase • Impact on loyalty Higher Consumer Expectations 1. New Purchasing options • Generalists Bricks & Clicks • Specialists Bricks & Clicks • Generalists Pure Players • Specialists Pure Players • Brands 2. New Services Expected 3. New expectations • Social responsibility • Environmental issues, etc Higher Expectations  Identify key drivers / content per target audience
  23. 23. • Reduced share of purchase • Impact on loyalty The Amazon question 1. All brands are on Amazon, willingly or not • Amazon partnership • Or Grey market? 2. Across most categories • Increased penetration in existing categories • New categories at accelerating pace 3. In or Out strategies To be or not to be (on Amazon)?  Closely monitor your market and reconsider the question regularly
  24. 24. • Reduced share of purchase • Impact on loyalty And the distribution? 1. Risk of reduced share of purchase 2. Risk of reduced loyalty & higher price sensitivity 3. Lower visibility 4. New services expected 5. Amazon is the new benchmark Limitless Catchment Area  Limitless competition between e-retailers
  25. 25. • Reduced share of purchase • Impact on loyalty And the distribution? Example for a brand NOT distributed on Amazon None of the consumers viewing product page bought on other e-retailers
  26. 26. Digital Brand Building The Human Factor
  27. 27. 27 28 1. The Human Factor is critical online (paradoxically) to create engaging content 2. Create and leverage online communities 3. Analyze the importance (and location) of reviews in consumers’ online buying decision journey Brand Building Human meets digital
  28. 28. THANK YOU ! Questions? 37

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