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The Future of FMCG - Digital-Based Sales & Marketing Models

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How will we order, shop, buy and discover tomorrow? Leveraging digital disruption to provide more value to today's consumers and shoppers.

Publié dans : Marketing
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The Future of FMCG - Digital-Based Sales & Marketing Models

  1. 1. The Future of FMCG: The Great Disruption Hamutal Schieber’s Export Institute Presentation, Dec. 2015
  2. 2. First, a story:
  3. 3. The 1940’s: Car ownership 45% penetration; refrigerator sales in the US on the rise; Supermarket sales 10% of grocery sales 1954 Supermarkets: 41% Car ownerships: over 50% 1960’s milkman services penetration 30% 1975: The Supermarket Era Milkman disruption is complete Car ownership: 85%, Supermarket market share: 75% Milkmen: 6.9% How Cars and Refrigerators Disrupted the Milkman
  4. 4. 2005 Modern convenience = store format + product format 0.4% milkmen service penetration rate (US)
  5. 5. The milkman disruption happened due to: lack of consumer choice, rising penetration of enabling technologies (cars, refrigerators) and as a result, a profound change in retail formats. You cannot prevent disruption from happening. But you can leverage the next disruption to your benefit, By focusing on the consumer, and adding value through new models. Here’s how…
  6. 6. Where is the Disruption?
  7. 7. Internet Penetration on the Rise (Columino, 2015)
  8. 8. Mobile Penetration on the Rise Ericsson 2015
  9. 9. Connected Devices on the Rise Ericsson 2015
  10. 10. Wearables on the Rise IDC 2015
  11. 11. Stage 1: responding to consumer needs via products & services mix Stage 2: innovation in physical retail; opening of online shops Stage 3: from physical to digital to omni-channel; virtual technology; AR; VR; NFC and mobile payment As a result, the retail environment has changed radically
  12. 12. Followed by omni-channel commerce Consumers expect a seamless experience
  13. 13. Electronics (SF, USA)
  14. 14. Fashion, USA
  15. 15. Facial Recognition
  16. 16. Peapod
  17. 17. House of Fraser iBeacons Mannequins
  18. 18. 2012: more convenience through click & collect
  19. 19. 2014
  20. 20. Amazon Dash
  21. 21. Mobile payment Apple Pay @ Best Buy
  22. 22. Be wherever the consumer is at (Diapers.com + Pampers)
  23. 23. Wanelo – Buy from Image
  24. 24. FlipKart Shop by Image
  25. 25. Shoppable Content
  26. 26. Mikmak
  27. 27. The Amazon “Treasure Truck”
  28. 28. Democratization Designer furniture direct selling
  29. 29. New models: Rent it, Don’t buy it
  30. 30. New models: Rent it, Don’t buy it
  31. 31. Fresh Organic Food “for everyone”
  32. 32. 1971 Insight “Hilltop”
  33. 33. 2011 Activation
  34. 34. 2015 Shoppability
  35. 35. Added value: reviews  empowerment
  36. 36. Added value: convenience  empowerment Nespresso Multi-Channel
  37. 37. Added value: Adidas – get it before everyone else
  38. 38. Mondelez Focuses on online for X10 growth ($ 100 million to $ 1 Billion by 2020)…
  39. 39. For example: an immediate implementation d
  40. 40. Shoes of Prey: online + point of sale shoe personalization
  41. 41. Online personalization: turning everyday goods to something special
  42. 42. ‫פרסונליזציה‬
  43. 43. ‫הרפתקאות‬ Nestle Marktplatz: Bringing global brands to German shoppers
  44. 44. Boxes added value: excitement
  45. 45. Premiumization Maille (Unilever): products which are only available online
  46. 46. Added value: Trust Amazon Elements
  47. 47. Trust Google Cardboard + Nescafe Coffee Farmers 360
  48. 48. Try your jewelry before buying fourmine.com
  49. 49. Warby Parker Home Try-On
  50. 50. B&Q in-store 4-Dimension experience
  51. 51. Carphone Warehouse In-store personalization
  52. 52. Nielsen, Global, 2015
  53. 53. Meal Kits Meal Kits
  54. 54. Subscriptions
  55. 55. Subscriptions
  56. 56. ‫מקור‬AT Kearney 2014 ‫נתוני‬‫קטגוריית‬‫הטיפוח‬‫והיופי‬
  57. 57. Boxes Consumer added value: excitement, trial Brand added value: Data
  58. 58. Brand as coach PlateJoy: manage your healthy lifestyle
  59. 59. The Brand as a Coach
  60. 60. Brand as coach Asos Online Stylists
  61. 61. Let the brand do the buying: Bud
  62. 62. Loyalty
  63. 63. House Call
  64. 64. Betty Crocker Kitchens focus on elderly special needs
  65. 65. ‫לסיכום‬ To sum up…
  66. 66. Digital Age Innovation 1. Enablers: the technology allows us to accomplish much more than before 2. Immediacy: insight to action 3. Shoppability: make yourself available for purchase where the consumers are 4. Democratization: the consumer sets the stage and calls the shots. Brand should consider platforms for participation 5. Flexibility: Adopt a start up mindset (or adopt a start up) 6. Consumer focus: providing an added value is still the key success factor
  67. 67. Opportunities • Approaching micro-segments • Collecting Data • Introduce various commercial offers (and test them) • Build loyalty • Offer exceptional service
  68. 68. Threats • A crowded digital shelf • Logistics challenges • Technological challenges • Competing with the retailers – your customers
  69. 69. Innovation is crucial for growth! innovation Reaching new crowds Consumer involvement Brand building Competitive advantage Efficiency and cost reduction

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