jon ewing, dunhumby dmx dublin 2014 - taking a byte of the apple: how digital is reshaping the...
DESCRIPTION
In a world that’s increasingly driven by a demand for convenience, how can grocery retailers ensure they provide relevance and value, whilst still managing to build loyalty with customers they are spending less face-to-face time with? In his presentation, Jon highlights some of the ways in which retailers can use a multi-channel approach to better connect with their customers.TRANSCRIPT
Taking a byte of the apple: how digital's reshaping the grocery world
Jon Ewing, Personalisation Director
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dunnhumby’s world
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Our reach as a group
baskets per week
247M
1.4B Number of items per week
400M people shopping
our stores
120M shopping on
smartphones
total data items
307B
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Loyalty
Remember the Funnel?
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a customer-centric retailer’s objective
is not to change “what” a customer buys, but
“where” they buy it.
A different focus
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Loyalty means repeat visits
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Loyalty
Grocery Brand Marketing
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Loyalty
Grocery Trade Marketing
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Loyalty
Digital Marketing - so what?
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Campaign Events
Relevance works
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(or, conversely, irrelevance fails)
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Relevant Promotions
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Personal Price
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Merchandising on Facebook
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Helping pickers make better substitutions
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Convenience across channels
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In-store technology
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● For grocery retailers specifically, Brand Marketing is about the
“Where” not the “What”;
● Messages focused on factors that drive or reinforce the decision
where to shop;
● Addressability of mainstream channels plus introduction of new
channels has allowed for targeted “Where” brand messaging;
● Relevance in “Where” messaging is just as important and just as
effective as for brand marketing as in other areas;
● Its early days, and a lot of work being done in different areas by
different retailers.
What we’ve learnt
Thank you.
Questions?