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Proximity marketing in retail through beacon technology
Partnership of
Beacon Marketing Seminar - San Marco Village 23 September 2014Toon Coppens – Strategic manager digital at BD myShopiVeerle Lauwers – Senior manager digital shopper marketing at Coca-Cola Enterprises
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• Text
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Marketing Plans 20151st beacon test in the food distribution in BE
A coming together of 3 parties eager to continuously innovate on
shopper marketing :
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Innovation in our DNA
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Marketing Plans 2015Who are we?
![Page 6: Belgian beacon pilot in the supermarket - Coca-Cola Enterprises - Delhaize - BD myShopi project - 2014](https://reader035.vdocuments.us/reader035/viewer/2022081519/55669282d8b42a51558b4f98/html5/thumbnails/6.jpg)
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Marketing Plans 2015Who are we?
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Marketing Plans 2015Who are we?
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Marketing Plans 2015Who are we?
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How we define
“digital”
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1. Online Shopping 2. Digital Shopper Marketing
Pre-Shop Shop Post-Shop
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• Constant innovation to be closer to the consumer is already
128 years part of the Coca-Cola DNA.
• Good “retailer-supplier” collaboration and strong
partnerships are crucial.
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Also in the digital space we want to learn how new technologies
can be an added value in the shopper journey.
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Drive to innovate continuously and to test new
technologies is part of the DNA of Delhaize.
Continuous improvement of the experience of the customers
inside the shops by :
• being as relevant as possible in the interactions with the shoppers
• enabling the consumer to profit from promotions and to be well informed
• simplifying the life of the consumers while shopping
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Marketing Plans 2015myShopi: from a mobile shopping list app in 2011…
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Marketing Plans 2015To a full promo & shopping platform in 2014:1. Save 2. Facilitate 3. Inspire
Online discount codes
Shop info & opening hours
Shopping list
Printable coupons
Online Cashback coupons
Cashback saving actions
Recipes
Digital loyalty cards
Digital Leaflets
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Marketing Plans 2015Part of BD myShopi: omni-channel activation platform for retail & FMCG
4.3m households weekly
500k app downloads BE4m app downloads WW
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Marketing Plans 2015Cashback coupons?
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Marketing Plans 2015Cashback coupon redemption rates?
Other
-0,99 €
2€+
1 - 2€
1 + 1 Free
100%
50%
2.7%
4.1%
9.2%
6.4%
11.6%
23.3%8.3%
Average redemption rate per promo type
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Female 55%
Male 45%
*Reference Belgian population: Female – 51% / Male: - 49%
Gender
French 48%
Dutch 52%
*Reference Belgian population: Dutch – 60% / French - 40%
Language
*Reference Belgian population
Age
< 25 y
25 - 54 y
+ 55 y
6%
78%
15%
11%
53%
36%
25 - 34 y
35 - 44 y
45 - 54 y
32%
28%
18%
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Oost + West Vlaanderen
Antwerpen, Vlaams Brabant, Limburg
Brussel/Bruxelles
Brabant-Wallon, Hainaut
Liège, Namur, Luxembourg
24%
30%
9%
19%
18%
24%
31%
12%
13%
20%
Nielsen regions
*Reference Belgian population
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What’s in it for the
shopper
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Deliver them an unique experience
Make their lives more easy by delivering them personalized
offers via the channel they prefer, at the right time.
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• The smartphone has become a Shopping companion.• 1 out of 2 Belgians (18-45 yr) has a smartphone and 69% of
European shoppers expect personalized offers via this channel (IGD)
• Beacon technology enables proximity marketing nearby
and in the supermarket.
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The hunt for coupons by shoppers is over, we ensure they
receive the right offer at the most relevant time.
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Marketing Plans 2015The shopper remains in the driving seat
• Install the application
• Allow notification
• Accept localization
• Sound on
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Drivers for the pilot
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1) Evaluate the added value of proximity marketing to
• Remind shoppers outside the store about interesting
promotions
• Drive traffic to the soft drink isle
• Generate impulse
2) Test the feasibility of the beacon technology in a retail
environment
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• Check technical feasibility of the project
THEORY
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• Check marketing funnel
?
Shops
Bluetooth
Latest OS
App notifications
Latest release
myShopi app
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• Validate Consumer feedback on privacy worries
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Marketing Plans 2015August /September 2014• 9 Delhaize supermarkets
• 2 Beacons per store
1. Outside on the parking lot/ at entrance
2. In the soft drinks isle
• Outside message :
Remind people of volume promotion
-> Take shopping cart
• Inside message :
Break the routine trip through the store
-> unique promotion @soft drink isle
TestTestTestTestTestTestTest
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September/October 2014• 6 Proxy Delhaize supermarkets
• 1 Beacon per store – inside @ Daily fresh counter
• Drive impulse via combo deal
TestTestTestTestTestTestTest
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What’s next
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Marketing Plans 2015What’s next
1. Tests ongoing in Proxy Delhaize
2. Evaluate• Quantitative• Qualitative -> Consumer surveys
3. Further tests for personalized promotions
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Toon Coppens [email protected] @me_toonVeerle Lauwers [email protected] @talking_circle