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://www.bdmyShopi.com@BDmyShopikris.dekock@BDmyShopi.com