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Tuesday, April 26, 2011
ECR Europe Forim 2011Brussels, April, 5-6
Tuesday, April 26, 2011
Supply Chain
Enabling Technologies
Sustainability
Business Strategies
Shopper
&
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&
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The world is changing
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Tuesday, April 26, 2011
Tuesday, April 26, 2011
Economic squeeze
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Aging population
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Growing urbanization
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Nonrenewable resourses
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Shortage of sweet water
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Natural catastrophe
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Digital era
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Recession and the consequences
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Emerging markets
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Protection of environment
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Sustainability
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Product waste
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New generation
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Focus on the shopper
What Tuesday, April 26, 2011
They really have a choise
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Each shopper is special
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TREND 1
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It is an innovative, globally leading-edge, collaborative approach to a better understanding of the path to consumption and purchase, connecting• category management• shopper marketing• producing superior• practical solutions that meet the needs of specific
target shoppers.
It is a pragmatic process, relevant to any size and sophistication of business, which has been built with participation from many of Europe’s leading retailers and suppliers.
What is the "Journey" about?
Tuesday, April 26, 2011
Inside the mind of the shopper (video)
The ECR Europe C&S Journey Project puts these pillars in place
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Tuesday, April 26, 2011
3 Components of the project
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TREND 2
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DIGITAL
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Mobile commerce - New ECR working group in Europe. Scope and objectives
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Technology and Consumers are meeting
Tuesday, April 26, 2011
Technology and Consumers are meeting
Technology
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Technology and Consumers are meeting
Technology Consumers
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Fast smart phone growth
• Smart phone penetration in most developed markets set to be over 50% in 2011
Technology
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Market Trends• Mobile Phone penetration = 100%,over 50% of mobile
phones are internet ready
• Increase of internet mobile users (approx 25% to 30% use daily internet on mobile phones)
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Industry Trends• Brand owners and retailers are finding new ways to
interact with consumers• Many retailer apps now available
– The Tesco app allows shoppers to scan product bar codes to automatically order products online
– The Ahold app allows shoppers to create shopping lists and sort them based on the walking route in the store of their choice
• Brand owners are using web and mobile platforms to attract customers and build loyalty
• Product information (anytime/anywhere) is a powerful concept but trusted product information not easily available to consumers
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Smartphones as a shopping tool (1)• Consumers are starting to use their mobile phones to compare prices,
get coupons and access product information
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Smartphones as a shopping tool (2)• In UK, 36% of consumers use smart phones to access product
information
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Smartphones as a shopping tool (3)
• 56% consumers express a need for information linked to health/wellbeing or ethical/ environment concerns
• 31% consumers express a need for logistical information such as location in store, price and inventory status.
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Smartphones
Internet-enabled
PersonalPowerful
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Shoppers look for trusted
• According to the last ECR Survey, lack of accurate and trustworthy product data has a significant impact on shoppers and consumers.
–50% of consumers claimed that they needed an accurate description and image to feel confident that the product is the right one.
–34% of consumers won’t buy the product at all without confidence in the data.
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Vs.
Brand applicationsBrand data
ECR applications powered by Brands
Search Engines Wiki websites (contributions
from shoppers)
Independent applications dedicated to
shoppers
Data controlled by brand owners vs. data aggregators
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Challenges for Retailer and Manufacturer
• Shopper/Consumer are getting incomplete and partly wrong product information
• Scan App Providers are forced to integrate different data sources
• Brand owners have no ownership and no influence on the presentation of their products. They are losing control over their product data
• Data aggregators allow all kinds of comparisons and transparency between products (A is cheaper than B, C is fatter than D, E is healthier than F, G is greener than H, etc…)
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Objective is to build up an authentic source of data
• Define a better way to protect brands/trademarks with a trusted source of data
• Shopper/Consumer are getting valid information for the respective product
• Scan App. providers are developing a standardized interface to get valid product data
• Brand owners are communicating product data from there own data warehouse – recover data ownership
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iCat - B2B, B2G… B2C!
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What is joint trusted
Key concept: Consumers access to trusted product information or related services via their mobile phone
Consumer/Product -> Mobile phone -> Brand/Retailer
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Joint trusted source: an application for mobile commerce
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Coupons
THE USER PRESENTS THE COUPON IN THE POS
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B2B2C : Examples of available information
Smartphone applications examples :• Goggles: Shopper takes a picture of a product or a logo with
his smart phone and gets the product description.• Reclasser: Shopper scans barcodes with his smart phone
and can compare prices, can find in stores nearby the item, can check food allergens.
• GoodGuide: Shopper scans the barcode of the product and immediately sees detailed ratings for health, environment and social responsibility for more than 50,000 products and companies.
On the Internet (and soon on smart phones) :• Google shopping: Enter a product name and the search
engine provides you prices, where to buy, product descriptions, consumers rating.
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53
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Product with a barcode
Manufacturers brand owners
Smartphone user with a ScanApp
Product with a barcode – On-Pack
1 User scans barcode on product via Scan App. (Barcoo)
2 Product data of different data sources are not accurate and authentic
4 Authentic source of B2C data from manufacturer - product / brand owner
5
IAP - Barcoo barcode Scan-Service/App
Scan App (IAP) provides data from different data sources and displays information concerning to the service features on the Scan App
3
Different data-sources
Data source-1Data source-2Data source-3---
Product dataDB
DSDS
DS
Move from here…
Tuesday, April 26, 2011
Product with a barcode
GS1 MobileCom infrastructure
Manufacturer Product Data
Smartphone user with a ScanApp
Product with a barcode – On-Pack
1 2 ECR provides standardized API´s for transmitting product data, data profile (attributes) and content formats
4 Brand owner & manufacturer stores saves product data in own data warehouse and operates own systems
5
IAP - Barcoo barcode Scan-Service/App
Scan App (IAP) provides data from different data sources but additionally information from the manufacturer
3
Product data in own data warehouse / system
User scans barcode on product via SanApp. (Barcoo)
…. to the Joint Trusted Source approach
DBDBECR operates, runs a central neutral database
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Worldwide Experimentation
Australia: Allergen Checker
Malaysia: Halal Certification
Hong Kong: Product Info for Organic Food
France: Product Info
US/Canada: Product Info / Market Innovation
Colombia: Product Info / Coupons
Switzerland: Product Info
UK: Consumer Research and Product Info
Germany: Consumer Research
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TREND 3
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Female
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Copyright 2011 Female Factor Corporation.Proprietary and Confidential.
Copyright 2011 Female Factor Corporation.
Proprietary and Confidential.
70 – 80%Women: The Engine of the Global
Consumer Economy
Tuesday, April 26, 2011
Copyright 2011 Female Factor Corporation.Proprietary and Confidential.
Copyright 2011 Female Factor Corporation.
Proprietary and Confidential.
Women Buy on Behalf of Everybody
Husband/PartnerHerself
Children
FriendsParents &Family
Business
Tuesday, April 26, 2011
Copyright 2011 Female Factor Corporation.Proprietary and Confidential.
Copyright 2011 Female Factor Corporation.
Proprietary and Confidential.
Gender is the most powerful determinant of
how we look at the world
Tuesday, April 26, 2011
Copyright 2011 Female Factor Corporation.Proprietary and Confidential.
Copyright 2011 Female Factor Corporation.
Proprietary and Confidential.
Copyright 2011 Female Factor Corporation.
Proprietary and Confidential.
CONSUMERS70-80%
MANUFACTURERS
& RETAILERS90%+
The Gender Gap in Busines
s
Tuesday, April 26, 2011
Tuesday, April 26, 2011
Register now!
Tuesday, April 26, 2011
Register now!
Tuesday, April 26, 2011