How to Leverage Digital Influence to Grow Same Store Sales

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Sustainable food retail growth depends on increasing same store sales. Digital influence can help, but this requires a new approach to customer communications – one that provides a lot more than price and promotions and that delivers experiences that make shoppers want to engage and come back to the store again and again.
Learn six action steps retailers can use to tap the power of digital influence to increase same store sales. This presentation was originally delivered at the Portland State University Executive Forum in May 2014.

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  • changing retail business models, and realigning trade partnerships.
  • How to Leverage Digital Influence to Grow Same Store Sales

    1. 1. Helping businesses leverage digital technology's growing impact on food shopping to create growth and competitive advantage. How to Leverage Digital Influence to Grow Same Store Sales By Bill Bishop, Chief Architect, Brick Meets Click May 13, 2014
    2. 2. MAY 2014 2 How to Leverage Digital Influence to Grow Same Store Sales Sustainable growth depends on increasing same store sales Two ways to do this - 1. Take business from the competition 2. Shift the mix of business towards higher value items Takeaway: Digital influence can help, but his means looking differently at the situation ©2014 BRICK MEETS CLICK
    3. 3. MAY 2014 3 How to Leverage Digital Influence to Grow Same Store Sales More Information Greater Choice Increased Market Power The challenge Customers’ new freedom makes it harder to grow sales Takeaway: Time for a new “go to market” strategy ©2014 BRICK MEETS CLICK
    4. 4. MAY 2014 4 Changing information delivery Takeaway: You need to communicate differently Broadcast i.e. Weekly Circulars Narrowcast i.e. Personalized Email How to Leverage Digital Influence to Grow Same Store Sales ©2014 BRICK MEETS CLICK
    5. 5. MAY 2014 5 Printed circulars are still important Takeaway: The printed circular isn’t going away, but there’s an opportunity for digital delivery too ©2014 BRICK MEETS CLICK How to Leverage Digital Influence to Grow Same Store Sales
    6. 6. Evidence of the power of the shopping experience Digital influence can and often does make a difference MAY 2014 6 ©2014 BRICK MEETS CLICK How to Leverage Digital Influence to Grow Same Store Sales
    7. 7. MAY 2014 7 Back to the future Digital influence can help retailers deliver a better shopping experience From pushing out communications Takeaway: The focus is on getting customers to want to engage How to Leverage Digital Influence to Grow Same Store Sales ©2014 BRICK MEETS CLICK To building relationships
    8. 8. MAY 2014 8 How to Leverage Digital Influence to Grow Same Store Sales Customer satisfaction increases with digital influence Takeaway: Digital influence has a positive impact on the shopping experience ©2014 BRICK MEETS CLICK
    9. 9. MAY 2014 9 How to Leverage Digital Influence to Grow Same Store Sales Retailers with more digital influence have more primary shoppers Takeaway: The more digital influence, the better! ©2014 BRICK MEETS CLICK
    10. 10. MAY 2014 10 How to Leverage Digital Influence to Grow Same Store Sales Six Action Steps 1. How are your customers using digital? 2. Identify key sources of digital influence. 3. Decide how much digital influence you can afford to support. 4. Take advantage of test & learn capabilities. 5. Get ready for online grocery shopping. 6. Join the conversation. ©2014 BRICK MEETS CLICK
    11. 11. MAY 2014 11 ACTION STEP: #12 3 4 5 6 Get to know how your customers are using digital to shop Takeaway: It may be different than you think How to Leverage Digital Influence to Grow Same Store Sales ©2014 BRICK MEETS CLICK
    12. 12. MAY 2014 12 ©2014 BRICK MEETS CLICK How to Leverage Digital Influence to Grow Same Store Sales What are they currently using? Takeaway: It may be different than you think
    13. 13. MAY 2014 13 ©2014 BRICK MEETS CLICK How to Leverage Digital Influence to Grow Same Store Sales Your customers also get emails from your competition
    14. 14. MAY 2014 14 ©2014 BRICK MEETS CLICK ACTION STEP: # 23 4 5 6 Identify what sources of digital influence you think will make it easier for customers to shop your stores How to Leverage Digital Influence to Grow Same Store Sales
    15. 15. MAY 2014 15 ©2014 BRICK MEETS CLICK For planning their shopping How to Leverage Digital Influence to Grow Same Store Sales
    16. 16. MAY 2014 16 ©2014 BRICK MEETS CLICK ACTION STEP: # 34 5 6 Decide how much digital influence you can afford to support How to Leverage Digital Influence to Grow Same Store Sales
    17. 17. Just having a mobile app doesn’t help unless you have somebody running it Know you can not do it all MAY 2014 17 How to Leverage Digital Influence to Grow Same Store Sales ©2014 BRICK MEETS CLICK
    18. 18. MAY 2014 18 How to Leverage Digital Influence to Grow Same Store Sales ACTION STEP: # 45 6 Take advantage of test & learn capabilities For example: one online grocery retailer’s
    19. 19. MAY 2014 19 ©2014 BRICK MEETS CLICK How to Leverage Digital Influence to Grow Same Store Sales Digital influence can build competitive advantage Takeaway: Job one is to close the gap
    20. 20. MAY 2014 20 ACTION STEP: # 56 Get ready for online grocery shopping How to Leverage Digital Influence to Grow Same Store Sales ©2014 BRICK MEETS CLICK 0% 5% 10% 15% 20% Aggressive Most likely Conservative 11% 17% Percentage of total grocery dollars 7% Market Level Forecast for Growth of Online Sales in 2023
    21. 21. MAY 2014 21 ©2014 BRICK MEETS CLICK How to Leverage Digital Influence to Grow Same Store Sales
    22. 22. MAY 2014 22 How to Leverage Digital Influence to Grow Same Store Sales
    23. 23. MAY 2014 23 ©2014 BRICK MEETS CLICK How to Leverage Digital Influence to Grow Same Store Sales
    24. 24. ACTION STEP: # 6 Join the conversation – It’s happening whether you’re there or not MAY 2014 24 How to Leverage Digital Influence to Grow Same Store Sales ©2014 BRICK MEETS CLICK
    25. 25. MAY 2014 25 Facebook ©2014 BRICK MEETS CLICK How to Leverage Digital Influence to Grow Same Store Sales
    26. 26. MAY 2014 26 Facebook ©2014 BRICK MEETS CLICK How to Leverage Digital Influence to Grow Same Store Sales
    27. 27. MAY 2014 27 Call to action Tomorrow is too late to begin leveraging digital influence ©2014 BRICK MEETS CLICK How to Leverage Digital Influence to Grow Same Store Sales
    28. 28. MAY 2014 28 At Brick Meets Click, we help clients blaze a clear path to growth through the changing landscape in which food shoppers expect seamless multiple points of engagement – both digital and physical. We also host a commercial-free forum on the future of shopping at our website. Visit us at brickmeetsclick.com Follow via: Twitter, LinkedIn, Google+ and/or Facebook ©2014 BRICK MEETS CLICK

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