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Food Innovation powered by Digital

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What is the future of Food?

Find out more on this presentation by Francesca Romana Saule, CRM Senior Manager at Accenture, shared at the Seeds&Chips Summit on April 27th, 2015.

Published in: Marketing

Food Innovation powered by Digital

  1. 1. Food Innovation powered by Digital Francesca Romana Saule, CRM Senior Manager Seeds&Chips Summit Milan, 27th April, 2015
  2. 2. Copyright © 2015 Accenture. All rights reserved. 2 Today’s presentation • What is the future of Food? • From “Persona driven Marketing” to Consumer Archetype • The Seamless Consumer Experience • Food Industry 2020 Vision & Videos Main focus
  3. 3. Copyright © 2015 Accenture. All rights reserved. 3 Picturing the world in 2020 Old, Urban & Middle - Class Sustainability The internet of things: expanding e- commerce
  4. 4. Copyright © 2015 Accenture. All rights reserved. 4 Food Watchword for 2014 and some Projections Industry Trend Forecasted CAGRMarkets Trend “The performance of Food Market is expected to grow” “The global food retail industry grew of 4,8% CAGR ($ 5.6 tn in 2013)” “Growth will be driven by Asia- Pacific Region followed by Europe and North America” “Despite the globally drop in the price, the industry is forecast to accelerate, 6,5 % CAGR (2013-18)” Source: Market Line: Industry Analysis – Food Retail
  5. 5. Copyright © 2015 Accenture. All rights reserved. 5 Digitalization is significantly changing way consumers are interacting with food Every Consumer is a Digital Consumer Meal becoming social “70% of consumers use digital food resources at least weekly” “52% of UK users use Twitter for information and inspiration about food/restaurants” “Online grocery sales will be growth at a CAGR of 21.1% ($18 billion)” Home Food Delivery is the hottest topic “People’s relationship with food is quickly evolving…” Source: Hartman Group, BI Intelligence, #Birdsignals Community, Vision Critical 2014
  6. 6. Copyright © 2015 Accenture. All rights reserved. 6 Today, there is a huge paradigm shift happening in terms of how the consumer is behaving Give Me Control & Choice Know Me Everywhere Help Me On the Go Let Me Share & Learn Help Me Help Myself Increase choice Personalize experiences Access anywhere Share ideasUse content, tools & digital devices
  7. 7. Copyright © 2015 Accenture. All rights reserved. 7 Given the large number of different markets, it is important to rethink the strategy… In a Digital World, an Archetype Strategy will be more successful than a “Persona driven Marketing” one Need to identify where groups of markets and groups of consumer share common characteristics Analyzing • Consumer Segments • Channel Segments Studying Groups with similar patterns, despite geo proximity
  8. 8. Copyright © 2015 Accenture. All rights reserved. 8 Archetype ahr-ki-tahyp – noun A pattern or model from which all other things of the same kind are copied or on which they are based …where Archetypes can play an important role
  9. 9. Copyright © 2015 Accenture. All rights reserved. 9 New consumer archetypes to keep in the radar screen Over 50 Super- Premium Health- conscious  Many countries have rapidly aging populations  They have specific health needs/product preferences  They rely on traditional channels  Seek health and wellness and/or organic products  Estimate organic food and drink market will be worth $211B by 2020  High digital engaged  Pockets of wealthy consumers  They seek pleasure and substance more than knowledge  Low digital engaged Consumer Archetypes Tailor products and offers to consumer archetypes to increase engagement, relevance and loyalty China Japan France Germany UK Emerging Markets US RussiaBrazil USChina UK
  10. 10. Copyright © 2015 Accenture. All rights reserved. 10 The path to purchase used to be linear... Now, accelerated by technology, the consumer journey is… Digital has disrupted consumer dynamics requiring a new consumer experience… Discover Open content & channels Branded content & channels Discover Consider Purchase Use Expectation Reality Promise Delivery Evaluate Accessible ContinuousDynamic Consider Evaluate Purchase Use
  11. 11. Copyright © 2015 Accenture. All rights reserved. 11 Digital influences every moment of consumer life
  12. 12. Copyright © 2015 Accenture. All rights reserved. 12 One-to-one, real time service via WhatsApp, that connected people to real chefs, who were prepared to teach how to cook what people had at home. $900 media investment, in 10 days the campaign had: • Over 8,000 users registered • 4 million people impacted • $150K in earned media • 65 minutes brand interaction per user • 1 in every 2 website visitors signed up for the service • 500 dishes cooked & shared Hellmanns: WhatsCook the first live recipe service Alternative recipe storytelling Innovative Exchange Video Recipes People signed up their mobile numbers on the Hellmann’s website, and real chefs got in touch with them to teach delicious recipes with Hellmann's and what else people had in their fridge, using pictures, videos and other WhatsApp native options.
  13. 13. Copyright © 2015 Accenture. All rights reserved. 13 Amazon Dash can either be spoken into or used to scan barcodes, which automatically adds items to a consumer's shopping list. Once the order has been finalized, consumers simply login to their Amazon Fresh account to view their shopping list and schedule delivery. Amazon: Shopping made simple Simply say it or Scan it New way to shop from home Seamless integration Amazon lunched Dash in April 2014: a handheld wifi-connected device designed to simplify grocery purchasing for Amazon Prime Fresh consumers – the company's rapid delivery shopping service. Free for Amazon Prime Fresh members.
  14. 14. Copyright © 2015 Accenture. All rights reserved. 14 Smartphone / table apps allow partygoers to control the base station and place orders for drinks The system also sends the host or bar owner email reminders when they’re running low on a specific spirit, creating an Amazon-esqe reorder mechanism to ensure that users drink responsibly, but efficiently. Pernod Ricard: Project Gutenberg, a “liquor library” that combines the benefits of alcohol and apps Augmented Brand Experience Street Game feat Google eCommerce for exclusive limited edition Its first “smart” product, codenamed Project Gutenberg, is a “liquid library” that combines the benefits of alcohol and apps. Instead of bottles, Pernod Ricard’s beverages are stored in metallic “container books”
  15. 15. Copyright © 2015 Accenture. All rights reserved. 15 The interesting part of this beacon implementation is the integration with other consumer data the retailer already has in it systems. Marsh will be able to understand how the modern consumer shops. An intriguing aspect is the potential to create hands-free influence on consumer shopping behavior. Marsh: Mobile commerce is going wearable iBeacon-wearable integration Multichannel in-store experience Digital Coupons & Loyalty Card Marsh Supermarkets will be equipped with beacons that can trigger messages via Apple Watch. Thanks to the system supermarket chain will be able to send more relevant messaging to its consumers
  16. 16. Copyright © 2015 Accenture. All rights reserved. 16 Food Industry 2020 Vision Consumer as a player Direct to Consumer Social Engagement Physical digital blur Omni experience Innovation driven by technology
  17. 17. Copyright © 2015 Accenture. All rights reserved. 17 For more information please contact: Thank you Giulia Maria Bisio Consultant Accenture Strategy Via M. Quadrio 17, Milano – ITALY giulia.m.bisio@accenture.com Antonella Gagliardi Analyst Accenture Strategy Via M. Quadrio 17, Milano – ITALY antonella.gagliardi@accenture.com Francesca Romana Saule Senior Manager Accenture Strategy Via M. Quadrio 17, Milano – ITALY francesca.r.saule@accenture.com

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