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The O2O Brand Engagement Platform Transforming O2O Marketing-Alexis Wong


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Food & Beverage Innovation Forum 2014 @ Simba

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The O2O Brand Engagement Platform Transforming O2O Marketing-Alexis Wong

  1. 1. Blinq O2O Marketing and the F&B Industry 1
  2. 2. > Understanding O2O What is O2O Marketing? 2
  3. 3. What is O2O Marketing? Online to Offline Marketing is the leveraging of online and mobile to drive local sales or redemptions at offline platform and locations 3
  4. 4. 4 How is F&B Being Applied Currently in the Industry?
  5. 5. "Frankly, we have had a really hard time with O2O, and every year we face many new challenges with regards to it, “ Zeng Ming 5
  6. 6. London, UK Campaign: British Farms “Really Live Feed” Objective: Showcase the benefits of free range farming to Londoners Summary: 500,000-strong crowd reminding thousands of Londoners that “to eat free range is to eat happy” Case Study: British Farms 6
  7. 7. France Campaign: Partagez Votre Dernier Carre Objective: Attach customer„s eyes to spread “MILKA” effect Summary: Sales Records - 13 Million Milka Chocolate bars Case Study: Milka Last Square 7
  8. 8. Canada Campaign: Milk Carton 2.0 Objective: Search for Missing Children in Canada Summary: Lead to six returns of children Case Study: Milk Carton 2.0 8
  9. 9. > Understanding It's Meaning 9 What is the Purpose of O2O Marketing?
  10. 10. 10 Biggest Challenge for F&B Brands = Stay Ahead of Technology to Stay Relevant to Consumers
  11. 11. 11 O2O Marketing is a Philosophy Brands Consumers Shortening the Distance ConsumersBrands
  12. 12. Consumption and Engagement of Products Must Happen in An Offline Capacity for F&B (Restaurants, Grocery Chains, etc) 12
  13. 13. 13 About blinq
  14. 14. WeChat E-Commerce Payment Through WeChat and other Online channels, blinq brings in the heavy foot traffic of the Shanghai (and the rest of China‟s) Metro stations to connect Tencent’s Online to Offline needs September 2012 April 2013 “and the key to success of its O2O initiative are the offline capabilities, and that, rather than online capabilities, will be in large part the "differentiator" as to who will win and who will lose in this industry.” - 2013.04.08 08:06 14 blinq - What is O2O Marketing and Who’s Doing It?
  15. 15. blinq and Bay Area Rapid Transit • blinq and BART are partnered together to deliver a new multi-faceted experience to Bay Area riders; • 50-year agreement • Exclusively operate in 43 stations of BART systems, and has first rights of refusal of new stations; • Managing online and offline retail campaigns ; • Concierge network is across all rapid transit system; • Magic Box is across all rapid transit system. BART systems(covering 27 cities) 15
  16. 16. Shanghai Metro • blinq is founded in July, 2012 • blinq has signed 10-year contract with Shentong Metro • blinq currently has 7 Experiential Stores along the Line 10, 6 concierge desks along Lines 1 and 2 and a Flagship Store at Tongji University station • In 2014, based on the 14 lines of Shanghai Metro and 329 stations, blinq will cover 60 stations. Hangzhou Metro • blinq currently has 2 stores at Hangzhou Metro along Line 1, including East Railway Station and Fengqi RD • blinq will cover 80% of Hangzhou metro by the end of Q2 and increase exponentially as the Hangzhou Metro grows from a their current Line 1 to Lines 2 and 4. 16 blinq and China’s Metro
  17. 17. Shanghai Metro Tianjin Metro Nanjing Metro Chengdu Metro Dalian Metro Shenzhen Metro Suzhou Metro Hangzhou Metro Wuhan Metro Guangzhou Metro Wuxi Metro Xian Metro Foshan Metro By the end of 2016 blinq is planning to be present in 10 different cities’ rapid transit system in China 17
  18. 18. Online Offline 18
  19. 19. 19  Connects members to the blinq points marketplace, as well as offers daily fashion- centric content.  Create and manage custom Wechat service accounts, complete with HTML5 pages capturing data during campaign  A cooperation with Carat , combines offline networked media interactivity and social networking into a single vending machine  East Nanjing RD  West Nanjing RD  Jingan Temple  Zhongshan Park  Xinzhuang  Xujiahui  Yishan RD  Branded stores built in the Shanghai Metro for consumers to interact and experience a product  Through both the blinq app and the glass LCDs in the offline stores blinq - How We Serve Brands
  20. 20. 20 Shanghai, CHINA Objective: Create Brand Engagement blinq Platforms: Experiential Stores/WeChat/ Weibo Campaign Highlights - A total of 11,791 people entered into four Pepsi stores over the period of 20-day - High conversion rate from passengers to consumers (93.6%) Case Study: Pepsi
  21. 21. 21 Shanghai, CHINA Objective: Create Brand Engagement blinq Platforms: Experiential Stores/WeChat/ Weibo Campaign Highlights - A total of 6,104 people entered into the Coca-Cola stores over the period of 20 days - High conversion rate from passengers to consumers (72%) Case Study: Coca Cola
  22. 22. Online Offline O2O blinq O2O Marketing blinq = Comprehensive Integrated Marketing Platform blinq – Creating A New Playing Field O↔O HOW? WeChat + Weibo + Web + branded APP ⇒ Control? Flexibility? Offline Space ⇒ Vendors? Retailers? Control? blinq - O2O Marketing 22
  23. 23. 23 Big Data: Connecting Consumer Insights to a Global Strategy
  24. 24. Big Data ? ? ? ? Tool for Brands Opportunities to Specific Targets ▸ Average 24 year-old male purchases 1 box of chocolate every 15 days Behavioral Profile of Members Demographic Employment Statistics Average Salary Program Active Participation Data Tracking Through LBS blinq Platform Membership Program Campaigns 24
  25. 25. 25 Product Life Cycle Management:F&B
  26. 26. Product Life Cycle Challenges • Long Supply Chain • Logistics Operating at Certain Size • Expiration Dates blinq O2O Direct-to- Consumer Path Push Limited SKUs in high Volume Product Lifecycle Management 26
  27. 27. 27 Branding Perspective: Better Targeted Brands, Faster to Market
  28. 28. Strategic Planning Budgeting Agency Creative Execution Consumer Engagement Strategic Planning Budgeting Consumer Engagement Enabling Brands to Shorten the Distance to Consumers Traditional blinq Straight to Consumer Solution O2O Marketing is a Philosophy 28
  29. 29. 29 How to Cope with New Demands of Consumers Under the New Trends
  30. 30. blinq Forefront Technology Understanding Consumers blinq Continues to Stay at the Forefront of Technology to Adhere to Savvy Consumers 30
  31. 31. Hard Currency Debit Cards Credit Cards Mobile Commerce Payment Transformation 31
  32. 32. To Stay Relevant Our Common Industry Challenge 32
  33. 33. “Rethinking and Redefining the Media Platform” Thank You 33