building trust & preference with digital consumers · danone early life nutrition < most of...
TRANSCRIPT
Building Trust & Preference with digital consumers
FOOD SURE SUMMIT 20 APRIL, 2018
ROLES TO PLAY IN THE DIGITAL SPACE
Christine LodderGlobal Quality & Food Safety in Business Unit &Strategic Program Director
Danone Early Life Nutrition
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Most of career in branded consumer products,
of which ~ 10 years in Infant Nutrition.
Working in Food Safety & Quality Assurance
since 1995 with side steps in operations, consultancy &
consumer service.
Working experience in Europe & Latin America
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CHRISTINE LODDERFOOD SURE SUMMIT AMSTERDAM 2018
20 April, 2018BUILDING TRUST & PREFERENCE WITH DIGITAL CONSUMERS
W O R K I N G F O R D A N O N E ,
D A N O N E H A S A L W A Y S P U T T H E C O N S U M E R
A T T H E C E N T E R
W H A T A B O U T T H E D I G I T A L C O N S U M E R ?
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A L M O S T E V E R Y C O N S U M E R I S A D I G I T A L C O N S U M E R
WHAT ARE OTHERS TELLING ABOUT DIGITAL CONSUMERS? TECHNOLOGY IS A PROMISE TO FULL FILL MANY NEEDS
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THE NEXT STEP IN DIGITAL CONSUMER OFFERING
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SO, GENERAL TRENDS WHICH ARE ALSO RELEVANT FOR THE FOOD INDUSTRY8
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Any consumer is at the heart of a Total Quality
Management vision, so also a digital consumer.
Consumers are looking for quality atributes like
• Origen, authenticity and traceability
• Product information from supplier to their plate
• Fast, clear & complete feedback
WHY IS THE DIGITAL CONSUMER RELEVANT FOR QUALITYNEW TECHNOLOGY OPENS UP OPPORTUNITIES
LETS TAKE THE DIGITAL CONSUMER VALUE JOURNEY AS A STARTING POINT
INTERESTING TOUCH POINTS ALONG THIS JOURNEY
Precision Marketing Moments of Truth Social Listening
LETS TAKE THE DIGITAL CONSUMER VALUE JOURNEY AS A STARTING POINT
INTERESTING TOUCH POINTS FOR QUALITY ALONG THIS JOURNEY
Precision Marketing Moments of Truth Social Listening
IN THE DIGITAL WORLD, THIS WOMAN BELONGS TO THE PAST
NOR DOES THIS ONE BY THE WAY
THIS HOWEVER DOES EXIST…PEOPLE ARE CATEGORIZED IN 3.222 DIGITAL BEHAVIOURS
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NEED TO DE-AVERAGE
THAT IS WERE PRECISION MARKETING BECOMES IMPORTANT FOR QUALITY
PRECISION MARKETING: ADDING DATA INTO ADVERTISING AND MEDIA
Mass Advertising
Mass Market
Intuition-driven
Buy reserved ad spaceat negotiated price,
and broadcast
same creative to all
FROMTRADITIONALADVERTISING
Targeting at Scale
Mass of Niches
Data-driven
Bid on real-time for audiences,
based on data & tech,
with differentiated creativesper consumer segment
TO PRECISIONMARKETING
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Mini Lactes BledinaEARLY LIFE NUTRION FRANCE
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LAUNCH OF MINI LACTES BLEDINA FRANCE
89% OF CAMPAIGN RAN ON MOBILE89%
REAL-TIME OPTIMIZATION SUPPORTED BY KPI & RACI
DIFFERENTIATED SEQUENCES OF MESSAGES WITH RIGHT TONE OF VOICE
WE NEED TO UNDERSTAND PRECISION MARKETING IMPLICATIONS AND ANTICIPATE TO ASSURE THE PROCESS DELIVERS AN EXPERIENCE FOR CONSUMERS WHICH KEEPS THEIR TRUST AND
PREFERENCE
ACCURATE CONTENT FOR EACH ALIMENTATIONTRIBE
Personalization of messages by Tribe with the right
product insight, storytelling depending on the stage
of the funnel
In-tool daily optimization of media
buys based on direct consumer response – to get the
best value out of media spend
HEALTHY ENTHUSIAST
NATURALNESS FAN
SPORTSADDICT
INDULGENTSENIOR
PRAGMATIC WEIGHT FREAK
Cross-BU segmentation based on analysis of
consumer data (U&A) and web data (websites,
media buys, partners such as Google or Facebook)
and mobile
20 April, 2018BUILDING TRUST & PREFERENCE WITH DIGITAL CONSUMERS
20TO CONCLUDE: FOR DIGITAL CONSUMERS PRECISION MARKETING BRINGS HIGHER VALUE THROUGH TARGETED COMMUNICATION
✓ Addressing their specific needs and interests based on their actual
behavior.
✓ Ability to be relevant and communicate through tailored messages.
✓ Technical experts can support the business functions in
substantiation and information for the story to tell.
Moments of Truth Social ListeningPrecision Marketing
First moment of truth
EARLY LIFE NUTRITION ITALY
STORECHECK
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FIRST MOMENT OF TRUTH#SMART APP#CONSUMER ZERO#GOING DIGITAL!#
2) Pack
selection
5 pack Tipologies of
dropdown menu
Dropdown surveys with chance to add pictures
1) POS Selection3) Surveys
& Pictures4) FMOT Activity
Report
‘Quality is Me’ Culture
From Quality to Superiority
Robust Action Plan / Walk the talk
Culture of Quality
100% people Trained on FMOT
140 POS visited in Italy
247 Storechecks completed
✓ Food packaging improvement✓ Consumer training on opening practices
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E-CommerceEARLY LIFE NUTRITION CHINA
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China: #1 e-Commerce Market Globally
Data source: eMarketer, December 2014
Figures above do not include travel products and services
$21.34 $23.4 $33.05 $40.43 $46.13$82.93 $88.06$104.22
$394.43
$714.58
13.5% 15.3% 14.9%
10%8.2%
12.9%11% 11%
13%
27%
0%
5%
10%
15%
20%
25%
30%
0
100
200
300
400
500
600
700
800
Annual Sales
(USD Billions)
Y-o-Y Growth
Rate (%)
2016 Annual Sales Forecast for Top-10 e-Commerce Markets Globally
China is the world's the biggest & fastest growing major e-commerce market.
Copyright © 2017 JD.COM All Rights Reserved
36% of
Specialty Food & Beverage on-line EU
acquisition of
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751 million
Internet Users
514 millionOnline
Shoppers
480millionMobile
Shoppers
Data source:CNNIC, Aug 4th, 2017Copyright © 2017 JD.COM All Rights Reserved
China e-Commerce Market
Can you imagine ……….
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FAST CHANGING CONSUMER AND CHANNELS DYNAMICS OFFER LEVEL PLAIN FIELD FOR US TO COMPETE
Sophisticated millennial mothers mastering one of the world most advanced digital ecosystem
A very unique dynamics withlarge e-commerce
Ali Group
(EC Platform):
JD
(No.1 EC Pure Player):
100% DIGITAL MARKETING
Digital Mum at the Center
Real time KPI dashboards create a “test, learn, improve” for all our digital touchpoints.
Strong cross-functional “E-CAT” team collaboration for
ongoing strategy and marketplace executions.
Paring databases allows hyper
targeting of key audience
Strategic Data Partnerships
Performance Driven
Operate in Real-Time
SENSITIZING THE BUSINESS ON ASSURANCE OF ECOMMERCECULTURE OF QUALITY TOOL LAUNCHED IN EARLY LIFE NUTRITION WITH SALES & SUPPLY CHAIN TEAMS
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✓ Leverage your own consumer data to improve
products & services.
✓ Capture all channels which your digital
consumers can use.
✓ Dive into the verbatim to complete the
quantitative picture.
✓ Share the relevant stories
INCREASING CONSUMER SERVICE CAPABILITIES WITH MARKETINGCAPTURE THE VOICE OF THE DIGITAL CONSUMER
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TO CONCLUDE FOR DIGITAL CONSUMERSE-COMMERCE BRINGS OPPORTUNITIES TO FULL FILL THEIR NEEDS
✓ Cross functional collaboration is key (eg. Supply Chain, Sales, E-commerce partner ) assuring
quality of product & pack@delivery and activation continuous improvement.
✓ Leveraging consumer information from e-commerce platform to integrate with your own
consumer information.
✓ Bring the standards and requirements in the conversation and develop new business and digital
skills to influence effectively the business decisions.
Moments of Truth Social ListeningPrecision Marketing
Social listening is the ability to crawl public online conversations
THE WEB IS A REFLECTION OF WHAT PEOPLE ARE
OWNED CONTENTWHAT BRANDS SAY ON THEIRSOCIAL ACCOUNTS
CONSUMER SERVICE
WE LISTEN TO…….
EARNED CONTENTWHAT PEOPLE SAY ON THE WEB
FACE BOOK
Public local & global social networks
Traditional web
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LISTENING TO EARNED & OWNED CONTENT IN MANY COUNTRIES
✓ Trends
✓ Monitoring
✓ Alerting
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Application of tools to validate & filter information
Leverage new business tools for quality qualitative information sharing and anticipation of potential issues and concerns from consumers and other key stakeholders.
LISTENING TO EARNED & OWNED CONTENT IN MANY COUNTRIES
✓ Extract key words
✓ Detect important publications
✓ See moments of real consumption
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From quantitative to qualitative consumer information
Drive quality for the organization through assurance of appropriate deployment & usage of such new tools to supportInnovation and day-to-day business decisions.
Expecting more
• More demanding and expecting to interact with their brands at any time and any platform and even more when GenZ or Millenial.
• They expect responsiveness and self service, as they are technically sawy and less patient.
• They expect frictionless shopping experiences from the order on their mobile device up to the delivery of the goods and the ‘ moment of truth’.
• They go beyond borders and search for premium unique products & experiences, willing to take the risk and paying the price.
Which means for the organization
• To become digitally fluent and deeply understand digital (communication) technologies and big data analysis (deep learning).
• Develop performance indicators assuring consistency & service level for each digital consumer & customer.
• Build evidence on a seamless experience for the consumer in every moment of their journey with your brand
• Translation of needs from digital consumer studies into design criteria for innovation of products & services.
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SUMMARIZING, THE DIGITAL CONSUMER IS
THE DIGITAL CONSUMER IS CHALLENGING US IN EACH OF THE ENABLERSIT MEANS BUILDING CAPABILITIES IN THE ENABLERS AND ACTIVE LEARNING, ROOM FOR CREATIVITY & INNOVATION
Digitally fluentStory telling Data analysis
Digital as strategic priority
Building capabilities
Understandingbusiness value of digital and how it is relevant forconsumers & customers
Systems & tools
supporting
business processes
Big data analysis
New consumer
Technologies
New communication
technologies
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RESULTSENABLERS
Learning, creativity and innovationEFQM 2012
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BACK UP
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It requires organizational agility across all business teams and connecting
the dots between all.
<
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CROSS FUNCTIONAL COLLABORATION BRINGSVALUE IN COMMUNICATION, DISTRIBUTION & FEEDBACK TO ASSURE TRUST & PREFERENCE OF DIGITAL CONSUMERS
WHAT IS YOUR VIEW?
Thanks for your attention
CHRISTINE LODDER - DANONE EARLY LIFE NUTRITION20 APRIL, 2018
FOOD SURE SUMMIT APRIL 2018