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    ECR_demand_brussels_forum_trends ECR_demand_brussels_forum_trends Presentation Transcript

    • Tuesday, April 26, 2011
    • ECR Europe Forim 2011 Brussels, April, 5-6Tuesday, April 26, 2011
    • Supply Chain Enabling Technologies Sustainability Business Strategies Shopper &Tuesday, April 26, 2011
    • &Tuesday, April 26, 2011
    • The world is changingTuesday, April 26, 2011
    • Tuesday, April 26, 2011
    • Tuesday, April 26, 2011
    • Economic squeezeTuesday, April 26, 2011
    • Aging populationTuesday, April 26, 2011
    • Growing urbanizationTuesday, April 26, 2011
    • Nonrenewable resoursesTuesday, April 26, 2011
    • Shortage of sweet waterTuesday, April 26, 2011
    • Natural catastropheTuesday, April 26, 2011
    • Digital eraTuesday, April 26, 2011
    • Recession and the consequencesTuesday, April 26, 2011
    • Emerging marketsTuesday, April 26, 2011
    • Protection of environmentTuesday, April 26, 2011
    • SustainabilityTuesday, April 26, 2011
    • Product wasteTuesday, April 26, 2011
    • New generationTuesday, April 26, 2011
    • Focus on the shopper WhatTuesday, April 26, 2011
    • They really have a choiseTuesday, April 26, 2011
    • Each shopper is specialTuesday, April 26, 2011
    • TREND 1Tuesday, April 26, 2011
    • Tuesday, April 26, 2011
    • Tuesday, April 26, 2011
    • Tuesday, April 26, 2011
    • What is the "Journey" about? It is an innovative, globally leading-edge, collaborative approach to a better understanding of the path to consumption and purchase, connecting • category management • shopper marketing • producing superior • practical solutions that meet the needs of specific target shoppers. It is a pragmatic process, relevant to any size and sophistication of business, which has been built with participation from many of Europe’s leading retailers and suppliers.Tuesday, April 26, 2011
    • The ECR Europe C&S Journey Project puts these pillars in place Inside the mind of the shopper (video)Tuesday, April 26, 2011
    • Tuesday, April 26, 2011
    • 3 Components of the projectTuesday, April 26, 2011
    • Tuesday, April 26, 2011
    • TREND 2Tuesday, April 26, 2011
    • DIGITALTuesday, April 26, 2011
    • Mobile commerce - New ECR working group in Europe. Scope and objectivesTuesday, April 26, 2011
    • Technology and Consumers are meetingTuesday, April 26, 2011
    • Technology and Consumers are meeting TechnologyTuesday, April 26, 2011
    • Technology and Consumers are meeting Technology ConsumersTuesday, April 26, 2011
    • Fast smart phone growth • Smart phone penetration in most developed markets set to be over 50% in 2011 gy lo hno TecTuesday, April 26, 2011
    • Market Trends • Mobile Phone penetration = 100%,over 50% of mobile phones are internet ready • Increase of internet mobile users (approx 25% to 30% use daily internet on mobile phones)Tuesday, April 26, 2011
    • Industry Trends • Brand owners and retailers are finding new ways to interact with consumers • Many retailer apps now available – The Tesco app allows shoppers to scan product bar codes to automatically order products online – The Ahold app allows shoppers to create shopping lists and sort them based on the walking route in the store of their choice • Brand owners are using web and mobile platforms to attract customers and build loyalty • Product information (anytime/anywhere) is a powerful concept but trusted product information not easily available to consumersTuesday, April 26, 2011
    • Smartphones as a shopping tool (1) • Consumers are starting to use their mobile phones to compare prices, get coupons and access product informationTuesday, April 26, 2011
    • Smartphones as a shopping tool (2) • In UK, 36% of consumers use smart phones to access product informationTuesday, April 26, 2011
    • Smartphones as a shopping tool (3) • 56% consumers express a need for information linked to health/ wellbeing or ethical/ environment concerns • 31% consumers express a need for logistical information such as location in store, price and inventory status.Tuesday, April 26, 2011
    • Smartphones Internet-enabled Powerful PersonalTuesday, April 26, 2011
    • Shoppers look for trusted • According to the last ECR Survey, lack of accurate and trustworthy product data has a significant impact on shoppers and consumers. – 50% of consumers claimed that they needed an accurate description and image to feel confident that the product is the right one. – 34% of consumers won’t buy the product at all without confidence in the data.Tuesday, April 26, 2011
    • Data controlled by brand owners vs. data aggregators Search Engines Wiki websites Independent (contributions applications Vs. from shoppers) dedicated to shoppers Brand applications ECR applications Brand data powered by BrandsTuesday, April 26, 2011
    • Challenges for Retailer and Manufacturer • Shopper/Consumer are getting incomplete and partly wrong product information • Scan App Providers are forced to integrate different data sources • Brand owners have no ownership and no influence on the presentation of their products. They are losing control over their product data • Data aggregators allow all kinds of comparisons and transparency between products (A is cheaper than B, C is fatter than D, E is healthier than F, G is greener than H, etc…)Tuesday, April 26, 2011
    • Objective is to build up an authentic source of data • Define a better way to protect brands/ trademarks with a trusted source of data • Shopper/Consumer are getting valid information for the respective product • Scan App. providers are developing a standardized interface to get valid product data • Brand owners are communicating product data from there own data warehouse – recover data ownershipTuesday, April 26, 2011
    • iCat - B2B, B2G… B2C!Tuesday, April 26, 2011
    • What is joint trusted Consumer/Product -> Mobile phone -> Brand/Retailer Key concept: Consumers access to trusted product information or related services via their mobile phoneTuesday, April 26, 2011
    • Joint trusted source: an application for mobile commerceTuesday, April 26, 2011
    • Coupons THE USER PRESENTS THE COUPON IN THE POSTuesday, April 26, 2011
    • B2B2C : Examples of available information Smartphone applications examples : • Goggles: Shopper takes a picture of a product or a logo with his smart phone and gets the product description. • Reclasser: Shopper scans barcodes with his smart phone and can compare prices, can find in stores nearby the item, can check food allergens. • GoodGuide: Shopper scans the barcode of the product and immediately sees detailed ratings for health, environment and social responsibility for more than 50,000 products and companies. On the Internet (and soon on smart phones) : • Google shopping: Enter a product name and the search engine provides you prices, where to buy, product descriptions, consumers rating.Tuesday, April 26, 2011
    • 53Tuesday, April 26, 2011
    • Move from here… 1 Product with a 2 User scans barcode 3 Scan App (IAP) provides data from 4 Product data of 5 Authentic source of B2C barcode – On-Pack on product via Scan different data sources and displays different data sources data from manufacturer App. (Barcoo) information concerning to the are not accurate and - product / brand owner service features on the Scan App authentic Product with a Smartphone user with IAP - Barcoo barcode Different data- Manufacturers barcode a ScanApp Scan-Service/App sources brand owners DS Data source-1 DS Data source-2 DS Data source-3 --- Product data DBTuesday, April 26, 2011
    • …. to the Joint Trusted Source approach 1 Product with a 2 User scans barcode 3 Scan App (IAP) provides 4 ECR provides standardized 5 Brand owner & barcode – On-Pack on product via data from different data API´s for transmitting manufacturer stores SanApp. (Barcoo) sources but additionally product data, data profile saves product data in information from the (attributes) and content own data warehouse and manufacturer formats operates own systems Product with a Smartphone user IAP - Barcoo barcode GS1 MobileCom Manufacturer barcode with a ScanApp Scan-Service/App infrastructure Product Data Product data in own data warehouse / system ECR operates, runs a DB DB central neutral databaseTuesday, April 26, 2011
    • Worldwide Experimentation UK: Consumer Research and Product Info Germany: Consumer France: Product Info Research Switzerland: Product Info US/Canada: Product Info / Market Innovation Hong Kong: Product Info for Organic Food Malaysia: Halal Certification Colombia: Product Info / Coupons Australia: Allergen CheckerTuesday, April 26, 2011
    • TREND 3Tuesday, April 26, 2011
    • FemaleTuesday, April 26, 2011
    • Women: The Engine of the Global Consumer Economy 70 – 80% Copyright 2011 Female Factor Corporation. Proprietary and Confidential. Copyright 2011 Female Factor Corporation. Proprietary and Confidential.Tuesday, April 26, 2011
    • Women Buy on Behalf of Everybody Herself Husband/Partner Busines Children s Parents & Copyright 2011 Female Factor Friends Family Corporation. Proprietary and Confidential. Copyright 2011 Female Factor Corporation. Proprietary and Confidential.Tuesday, April 26, 2011
    • Gender is the most powerful determinant of how we look at the world Copyright 2011 Female Factor Corporation. Proprietary and Confidential. Copyright 2011 Female Factor Corporation. Proprietary and Confidential.Tuesday, April 26, 2011
    • The CONSUMERS Gender MANUFACTURER 70-80% Gap in S Busines & RETAILERS 90%+ s Copyright 2011 Female Factor Corporation. Proprietary and Confidential. Copyright 2011 Female Factor Corporation. Proprietary and Confidential.Tuesday, April 26, 2011
    • Tuesday, April 26, 2011
    • Register now!Tuesday, April 26, 2011
    • Register now!Tuesday, April 26, 2011