Taking a byte of the apple:
how digital's reshaping the grocery world
Jon Ewing, Personalisation Director
© dunnhumby 2014 | Confidential3
dunnhumby’s world
© dunnhumby 2014 | Confidential4 © dunnhumby 2013 | Confidential4
© dunnhumby 2014 | Confidential55
Our reach as a group
baskets per week
247M
1.4BNumber of items per week
400M
people shop...
© dunnhumby 2014 | Confidential66
Loyalty
Remember the Funnel?
© dunnhumby 2014 | Confidential77
a customer-centric retailer’s objective
is not to change “what” a customer buys, but
“wh...
© dunnhumby 2014 | Confidential8 © dunnhumby 2013 | Confidential8
Loyalty means repeat visits
4
© dunnhumby 2014 | Confidential99
Loyalty
Grocery Brand Marketing
© dunnhumby 2014 | Confidential1010
Loyalty
Grocery Trade Marketing
© dunnhumby 2014 | Confidential1111
Loyalty
Digital Marketing - so what?
© dunnhumby 2014 | Confidential12
Campaign Events
Relevance works
© dunnhumby 2014 | Confidential13
Source: The Times 19 Jan 05
(or, conversely, irrelevance fails)
© dunnhumby 2014 | Confidential14
© dunnhumby 2014 | Confidential1515
Relevant Promotions
© dunnhumby 2014 | Confidential1616
Personal Price
© dunnhumby 2014 | Confidential1717
Merchandising on Facebook
© dunnhumby 2014 | Confidential1818
Helping pickers make better substitutions
© dunnhumby 2014 | Confidential1919
Convenience across channels
© dunnhumby 2014 | Confidential2020
© dunnhumby 2014 | Confidential2121
In-store technology
© dunnhumby 2014 | Confidential2222
● For grocery retailers specifically, Brand Marketing is about the
“Where” not the “Wh...
Thank you.
Questions?
Jon Ewing, dunhumby DMX Dublin 2014 - Taking a Byte of the Apple: How Digital is Reshaping the Grocery World
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Jon Ewing, dunhumby DMX Dublin 2014 - Taking a Byte of the Apple: How Digital is Reshaping the Grocery World

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In a world that’s increasingly driven by
a demand for convenience, how can grocery
retailers ensure they provide relevance and
value, whilst still managing to build loyalty with
customers they are spending less face-to-face
time with? In his presentation, Jon highlights
some of the ways in which retailers can use
a multi-channel approach to better connect
with their customers.

Published in: Marketing
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Jon Ewing, dunhumby DMX Dublin 2014 - Taking a Byte of the Apple: How Digital is Reshaping the Grocery World

  1. 1. Taking a byte of the apple: how digital's reshaping the grocery world Jon Ewing, Personalisation Director
  2. 2. © dunnhumby 2014 | Confidential3 dunnhumby’s world
  3. 3. © dunnhumby 2014 | Confidential4 © dunnhumby 2013 | Confidential4
  4. 4. © dunnhumby 2014 | Confidential55 Our reach as a group baskets per week 247M 1.4BNumber of items per week 400M people shopping our stores 120M shopping on smartphones total data items 307B
  5. 5. © dunnhumby 2014 | Confidential66 Loyalty Remember the Funnel?
  6. 6. © dunnhumby 2014 | Confidential77 a customer-centric retailer’s objective is not to change “what” a customer buys, but “where” they buy it. A different focus
  7. 7. © dunnhumby 2014 | Confidential8 © dunnhumby 2013 | Confidential8 Loyalty means repeat visits 4
  8. 8. © dunnhumby 2014 | Confidential99 Loyalty Grocery Brand Marketing
  9. 9. © dunnhumby 2014 | Confidential1010 Loyalty Grocery Trade Marketing
  10. 10. © dunnhumby 2014 | Confidential1111 Loyalty Digital Marketing - so what?
  11. 11. © dunnhumby 2014 | Confidential12 Campaign Events Relevance works
  12. 12. © dunnhumby 2014 | Confidential13 Source: The Times 19 Jan 05 (or, conversely, irrelevance fails)
  13. 13. © dunnhumby 2014 | Confidential14
  14. 14. © dunnhumby 2014 | Confidential1515 Relevant Promotions
  15. 15. © dunnhumby 2014 | Confidential1616 Personal Price
  16. 16. © dunnhumby 2014 | Confidential1717 Merchandising on Facebook
  17. 17. © dunnhumby 2014 | Confidential1818 Helping pickers make better substitutions
  18. 18. © dunnhumby 2014 | Confidential1919 Convenience across channels
  19. 19. © dunnhumby 2014 | Confidential2020
  20. 20. © dunnhumby 2014 | Confidential2121 In-store technology
  21. 21. © dunnhumby 2014 | Confidential2222 ● For grocery retailers specifically, Brand Marketing is about the “Where” not the “What”; ● Messages focused on factors that drive or reinforce the decision where to shop; ● Addressability of mainstream channels plus introduction of new channels has allowed for targeted “Where” brand messaging; ● Relevance in “Where” messaging is just as important and just as effective as for brand marketing as in other areas; ● Its early days, and a lot of work being done in different areas by different retailers. What we’ve learnt
  22. 22. Thank you. Questions?

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