digital crm, saving & loyalty programs for fmcg by bdmyshopi
TRANSCRIPT
Digital loyalty & CRM for FMCG
Faces of Content – September 2015
Kris De KockBD myShopihttp://www.bdmyShopi.com@BDmyShopi
BD GroupDelivering inspired consumers
Omni-channel activation
Data & Profiling
B2C Promo & shopping platform
Marketing, Media, Logistics
& Data650 employees in
BE & ITAOwned by
NPM Capital
FMCG challenges: private label increase
Private label2012: 34,4 %2006: 29,6 %1985: 13,3%
Source: Nielsen
FMCG challenges: Consolidated retail environment
FMCG challenges: private label at future consumers
ADHD generationALL DAY HEADS DOWN
FMCG challenge: most current buyers will not buy next year
FMCG challenge: Even heavy buyers will stop buying next year
Possible FMCG solutions to address these challenges
Loyalty
• Saving programs• Short term, impact on sale• Brand loyalty
NPD• Innovation• More SKUs• Variety seekers
CRM• Long term programs• 1-2-1 engagement• Data
Traditional FMCG saving programs - challenges
• Challenges– Complex– Long fulfilment– Adapt packaging– Costly– Long set-up time– Limited data capture
Traditional FMCG CRM programs - challenges
• Challenges– Reach – E-coupon print redemption rates
New Product Development
CBG NPD
• 100% cashback action (=sampling)• + follow-up cashback action
– E.g. -1 Euro or 1+1 free or 50% free• + post cashback survey
– Product feedback, future buy, competitive products…
SCA NPD
Storck NPD
Saving programs
Heinz – Brand loyalty
Heinz saving/loading program
Cashback saving action
• Brand loyalty programs– In one or multiple buys– -x Euro after y Euro bought– -x Euro after y product buys– 1 free product after y product buys
• Reminders to consumers during campaign
~65% of people that started saving program also
finished it
Coca-Cola
Coca-Cola saving / loading program
Cirio
Cirio saving program
Danone
Danone saving program
Saving programs
Kellog’s saving program
myShopi CRM programs
Danone NutriciaTargeted cashbacks & follow-up cashbacks
New born
3 month
s
6 months
1 year1,5 year
Cashback +
Survey
Targeted Follow
up cashback
Targeted Follow
up cashback
Club NestléLaunched in 2013
Club Nestlé overview video
Club Nestlé
Inspirational content about individual brands: recipes..
Contests, community
Club Nestlé
• Targeting based on– Previous coupon usage– Profile (age, gender, location..)– Explicit interests and buying behavior
Promo CRM: Club NestléActual example – March 2015
Club NestléAcquisition of new consumers
Initial CRM database -
2012
Club Garnier
Club Garnier
Club Garnier
Club Garnier - smartphone
myShopi cashback users
52% Dutch48% French
Who is the myShopi cashback user?
Language
6% < 25 y76% 25 – 54 y18%+ 55 y
Age
59% Female41% Male
Gender54%Flanders38% Wallonia8% Brussels
Location
Who is the myShopi cashback user?
Female; 58.9%
Male; 41.1%
Gender
French; 48.0%
Dutch; 52.0%
Language
Age
< 25 y
25 - 54 y
+ 55 y
11%
53%
36%
6.2%
76.0%
17.7%
45 - 54 y
35 - 44 y
25 - 34 y
24.4%
37.1%
38.5%
* Reference Belgian population: 51% Female; 49% Male
* Reference Belgian population: 60% Dutch; 40% French * Reference Belgian population
Where does the myShopi cashback user live?
Flan-ders; 54,4%
Wal-lonia; 37,7%
Brussels; 7,9%
13,1%
7,9%
15,1%
6,3%
10,6%
2,2%
5,4%
4,4%
10,1%
12,7%12,1%
Location
Where does the myShopi user uses his cashbacks?
Carrefour; 36.9%
Delhaize; 25.0%
Colruyt Group; 23.1%
Match/Smatch; 2.3%
Cora; 2.0%Intermarche;
1.8%
Spar; 1.3%Kruidvat; 1.3% Other; 6.3%
Supermarket
When does the myShopi user uses his cashbacks?
12,9% 12,3% 13,6% 12,1% 18,1% 22,5% 8,5%
Week day
Conclusion
Possible FMCG solutions to address these challenges
Loyalty
• Saving programs• Short term, impact on sale• Brand loyalty
NPD• Innovation• More SKUs• Variety seekers
CRM• Long term programs• 1-2-1 engagement• Data
Thank youhttp://[email protected]@BDmyShopi.com