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Peter Boris Kreilgaard
Head of Marketing, Coop.dk
The new marketing
The new world…
The new world…
The new world…
The new world…
The new world
The new world…
Artificial IntelligenceAugmented Reality / Virtual Reality
RoboticsNanotechnologyBiotechnologyNeuroscience
Networks…
The new world…
The expensive becomes cheap!
The impossible becomes possible!
Individuals / the small become powerful!
… and what does that mean for marketing?
Who am I?
• +20 years as a marketing executive
• Pepsi Cola / TDC Mobile / Siemens mobile / TOYS’R’US
• Yale, Hyper Island and INSEAD
• Head of Marketing, Coop.dk Shopping
Coop.dk Shopping
• A family of specialized shops
• Denmark's leading consumer goods retailer
• Coop operates the retail chains Kvickly, SuperBrugsen, Dagli’Brugsen, Fakta, Irma, Coop.dk MAD and Coop.dk Shopping
• Annual turnover of approximately DKK 50 billion. More than 40,000 employees
• No stock holders. Owned by 1,6 million members
What we are going to cover…
1. Securing traffic and revenue to your store using digital and off-line media
2. Analysing digital marketing strategies
3. Building a highly effective marketing organisation
What we are going to cover…
1. Securing traffic and revenue to your store using digital and off-line media
2. Analyzing digital marketing strategies
3. Building a highly effective marketing organization
1. Securing traffic / turnover
FACT:
People are buying your offering
1. Securing traffic / revenue
• Who is your target customer?
• Determine the path to purchase for the specific product / service
• Develop the right product offering
• Set your marketing plan
• Execute & evaluate
From linear, over circularto eco-system
McKinsey, 2008Elmo, 1898
1. Securing traffic / revenue
• Who is your target customer?
• Determine the path to purchase for the specific product / service
• Develop the right product offering
• Set your marketing plan
• Execute & evaluate
1. Securing traffic / revenue
• What do we do at Coop.dk Shopping?– Marketing determines the right occassions from
which we create marketing activities– Invest heavily in digital marketing strategies
• Pre- and retargeting / AdWords / Affiliates / SoMe / SEO / e-mails, etc.
• But do not forget the off-line media!– Newspapers, magazines, omnichannel, etc.
– Evaluate on everything– Invest time in getting smarter– Invest in people
1. Securing traffic / revenue
• Key takeaway
– Be customer centric obsessed
– Develop all your commercial activities around that
– Invest in campaigns & Evaluate continously
What we are going to cover…
1. Securing traffic and revenue to your store using digital and off-line media
2. Analyzing digital marketing strategies
3. Building a highly effective marketing organization
2. Analyzing digital strategies
2. Analyzing digital strategies
FACT:
Analytics is the data foundation of
(digital) marketing
2. Analyzing digital strategies
• Learn everything about digital marketing…
• Surround yourself with people who know and are passionate
• Work with a media agency!
– In the beginning…
• Have the guts to test and test and…
• Remember the tracking!
2. Analyzing digital strategies
• What do we do at Coop.dk Shopping?
– We track everything
– Google Analytics / Responsys / DataWarehouse
– Evaluate weekly in-house
• ”State of the nation” every Tuesday
– Evaluate monthly with media agency
2. Analyzing digital strategies
• What we will do next?
– Q: How to unlock the value in our data asset?
Understand the customer
Decide on the right action
Execute and evaluate
1
2
3
1
3
2
2. Analyzing digital strategies
• Key takeaway
– Be obsessed about learning
– Measure everything but use only the essentials
– Own your data!!!
– Learn analytics
What we are going to cover…
1. Securing traffic and revenue to your store using digital and off-line media
2. Analyzing digital marketing strategies
3. Building a highly effective marketing organization
3. An effective marketing organization
FACT:
You can not do it all yourself
3. An effective marketing organization
• Know what you want
• Build one step at a time
• Be sure to manage roles and responsibilities
• Keep the communication tight
• Build around the proper values
Our transformation
Survial-Led Business-Led Customer-Led
3. An effective marketing organization
3. An effective marketing organization
• What do we do at Coop.dk Shopping?
– 12 months running plan / altered quarterly
– Quarterly plans for everybody
– Weekly department meeting
– Weekly 1:1’s
3. An effective marketing organization
• Key takeaway
– Leadership is essential
– Build the organization one step at a time
Last slides…
Yes Yes
Yes Yes
Amazon did not kill the retail industry.
They did it to themselves
with bad customer service.
Uber did not kill the taxi business.
They did it to themselves
with limiting the number of taxis
and fare control.
Apple did not kill the music industry.
They did it to themselves
by forcing people to buy full-length albums.
Technology by itself is not the real distruptor. Being non-customer centric is the biggest
threat to any business!!!
