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Exploring The World Of Adult Ad Networks.pdf
Red bull marketing presentation pptxxxxx
Red bull marketing presentation pptxxxxx
DVEU16: Digital Transformation in Retail
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© 2016 Tealium
Inc. All rights reserved.
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© 2016 Tealium
Inc. All rights reserved. Mark J. Chaudhry Head of Customer Data Services, Coop Denmark Digital Transformation in Retail
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© 2016 Tealium
Inc. All rights reserved. Most important in digital transformation… people
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© 2016 Tealium
Inc. All rights reserved. Most important in Coop’s digital transformation… individual retail consumer
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© 2016 Tealium
Inc. All rights reserved. Most important in Coop’s digital transformation… mindset, vision, leadership Coop Denmark’s CEO, Peter Hoegsted
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© 2016 Tealium
Inc. All rights reserved. Most important in Coop’s digital transformation… collaboration in innovation
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© 2016 Tealium
Inc. All rights reserved. Most important in Coop’s digital transformation… strategic partners
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© 2016 Tealium
Inc. All rights reserved. Coop Denmark Coop’s company name is an abbreviation of co-operative. A co-operative is an organisation owned by its members. The main purpose is to satisfy the needs of the members – provide the most benefit – not to maximise profit for shareholders. The World’s first co-operative was founded in 1844 in England (weavers in Rochdale north of Manchester – buying sugar, flour and butter in bulk at a volume discount).
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© 2016 Tealium
Inc. All rights reserved. Biggest retailer in Denmark Coop Denmark sells mostCoop Denmark 1,200 + 2 + 1 stores + web shops + bank 38% market share 1/3 of all food 40,000 employees = 7 billion turnover€ 10% employed @ Coop 1.5 million members 50% of all ecology 103 million beers
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© 2016 Tealium
Inc. All rights reserved. Mark J. Chaudhry Head of Customer Data Services, Coop Denmark • Marketing / digital start-ups (1998 to 2012). • Top line growth innovation – Program Management (logistics) @ Damco A.P. Moeller Maersk (2013 to 2014). • Service Owner / Business Relationship Manager @ Coop Denmark (2014 to 2015) • Head of Customer Data Services @ Coop Denmark (2016 - • Executive MBA, MMT (Master in Management of Technology) (innovation). • Pretotyping (http://www.pretotypelabs.com/)
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© 2016 Tealium
Inc. All rights reserved. Customer Data Services Facilitate the development and execution of Coop’s customer data strategy Define and collect data and act on and evaluate information about individual retail consumers Understand the needs / preferences of the individual retail consumers Enable personalised, omni-channel customer experiences Enable 1:1 relationships / loyalty between individual retail consumers and Coop Denmark Pretotyping (innovation – “very early market validation”)
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© 2016 Tealium
Inc. All rights reserved. Challenges for Coop Denmark Obstacles to Customer Centricity Capabilities Strategy StructurePeople ProcessesRewards Disconnect between corporate strategy and autonomous organisational behaviour resulting in sub optimisation. Heavy and slow innovation process resulting in sub optimisation. Wrong mindset: “Who owns the customer”? Result: Sub optimisation. Organised by line and staff. Functional silos resulting in sub optimisation. Different and not transparent reward systems resulting in sub optimisation. Not systematic cross functional collaboration resulting in sub optimisation.
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© 2016 Tealium
Inc. All rights reserved. Challenges for Coop Denmark Obstacles to Customer Centricity Capabilities Strategy StructurePeople ProcessesRewards Data in silos Chaos at the data layer People in silos Chaos in the innovation process Poor collaboration
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© 2016 Tealium
Inc. All rights reserved. Coop CRM / Marketing Cloud
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© 2016 Tealium
Inc. All rights reserved. Personalized Display Advertisement More individually relevant membership offers in banners on external websites will increase conversion rates resulting in higher profit in SuperBrugsen stores. Deliverables 1. Technological Proof of Concept. 2. Market validation / ROI Macro conversion: Members bought more in the stores of the products they where exposed to.
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© 2016 Tealium
Inc. All rights reserved. Personalized Display Advertisement Normal display advertisement (before) • 50-150 products on offer (those from the printed special offers) • Someone selects 16 products (gut feeling) • Segment bought and served to via display network (Adform) • 4-5 impressions
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© 2016 Tealium
Inc. All rights reserved. 3 years …so no market validation / ROI No technological proof of concept … +++ €
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© 2016 Tealium
Inc. All rights reserved. Personalised Display Advertisement Offline purchase history, e-mail address, algorithm for product relevance (weight) • 440,000 in segment • 60,000 identified • 2 x 30,000 split • 30,000 in control • 3 weeks!
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© 2016 Tealium
Inc. All rights reserved. We individual retail consumers
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© 2016 Tealium
Inc. All rights reserved. Thank you!
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© 2016 Tealium
Inc. All rights reserved.
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