Migros is Switzerland's largest retailer. Their digital presence involves many brands, campaigns and projects. In this presentation Kevin Lancashire, head of Migros.ch, will explore how Migros approaches content marketing.

2. Take aways
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1 Build a Content Strategy = FUEL for your business.
2 Drive Effectiveness through content relevance and
seamless customer journey.
3 Shift Efficiency through scaling solutions and
automation.

3. Migros History
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1925 Gottlieb Duttweiler founds Migros AG with 5
mobile food trucks (Capital Fr. 100'000)
The philosophy behind the business ideas of
Gottlieb Duttweiler was: big revenue, small profit
and fresh products, which were offered from the
mobile food trucks for much lower prices than
usual. Despite the resistence of the retail dealers
and food manufacturers Migros was growing very
fast.

4. MIGROS around the corner
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Shopping in the Migros mobile food truck for the
last time in 1994 (KEYSTONE/Str)

5. Migros facts
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Members of the Migros Cooperative
(31.12.2013)

6. Migros facts
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Employees (31.12.2013)

7. Migros facts
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Total floor space (31.12.2013)

8. Migros facts
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Group sales (31.12.2013)

9. Migros facts
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10. Situation: We have unique content
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Our customers enjoy valuable content on
different touchpoints: e.g. regional product
information.

11. Complication
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We don‘t know wether customers who buy in the
supermarket are inspired by migros.ch.

12. Key Question
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Why is content marketing crucial for MIGROS
and how do we measure success?

13. Resolution
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We amplify the impact of owned media for bricks
& mortar with content marketing.

14. Resolution
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While continualy measuring & optimizing the
results.

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Reason why
Content marketing is the fuel for both digital and
offline business.

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Reason why
What makes cucumbers unique?

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Reason why
Context
Quality
Experience
Price
Anywhere-
Commerce

18. Reach customers through all touchpoints and embed your
products in a story
...
Offline
Online
25.06.2014

19. 34
38
54
63
63
69
71
75
78
Lead Management
Verkäufe
Vordenkerrolle
Website-Traffic
Interessentengewinnung
Kundenbindung
Engagement
Kundenakquise
Markenbekanntheit, Markenaufmerksamkeit
0 10 20 30 40 50 60 70 80 90
Anteil der Befragten in %
Content marketing goals UK
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Quelle: Content Marketing Institute, Content Marketing in the UK, Statista.de

20. Content Marketing Channels
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Quelle: Absolit, Online-Marketing-Trends 2013 (Kurzversion), statista.de..
6.2
8.3
22.3
35
46.5
48.6
50.8
55
65.2
70.8
80.5
91.5
Fernsehen
Radio
Mobile Marketing
Banner-Anzeigen
Print-Anzeigen
Print-Mailings
Messen und Events
Pressearbeit
Social Media
Suchmaschinen
E-Mail
Homepage
0 10 20 30 40 50 60 70 80 90 1
Anteil der Befragten in %

21. And now how this works in practice: three cases
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inspire
customers
„100 Dinge“

22. And now how this works in practice: three cases
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engage customers
„A vs B“

23. And now how this works in practice: three cases
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and build
trust with them
„Von uns. Von hier“

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We want to inspire customers
Case: 100dinge.migros.ch
Classic Media: TV, Print, Book, Poster

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We want to inspire customers

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100dinge.migros.ch
Rich content
300 Texts, 20 slideshows, 30 videos, UGC, maps,
small data (weather, location)

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We want to inspire customers

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1 How: We want customers to discover products

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1 How: We want customers to discover products

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Results: Focus on summer campaign 2014 drives traffic
2013
2014

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Results: Focus on summer campaign 2014 drives traffic
Online and Offline
NZZ, Blick, SRF,
Migros newsletter,
20 Minuten,
facebook,
poster, book,
pinterest, youtube
Online migros.ch,
Migros newsletter,
poster, book

32. Story scaping process: Migros content supply chain
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• Editorial clalendar/
newsroom
• Cost efficency • Story System
• Link concept
• Amplify relevance
• Touchpoint strategy
• One CMS (instead of
many)
• Measure & optimize
• Realtime monitoring
Topics
Content
Creation
Content
Operations
Content
Marketing
Tracking
Dialog

33. 2 We want customers to experience products
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Case: A vs B
Love the Product

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3 How: We want customers to experience products

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3 How: We want customers to experience products

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304,880
views
www.migros.ch/avsb

40. 3 How: Give us Trust
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Case: Von uns. Von hier.
Migros is unique.
3 We want customers to trust our brand

41. 3 How: Give us Trust
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Case: VUVH
Go to Bricks & Mortar & Are repeat customers

42. 3 How: Give us Trust
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Case: VUVH
Go to Bricks & Mortar & Are repeat customers

43. 3 How: Give us Trust
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Case: VUVH
Go to Bricks & Mortar & Are repeat customers

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vonuns-vonhier.ch

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vonuns-vonhier.ch

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vonuns-vonhier.ch

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www.migros.ch/icetea

48. How we use Magnolia
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migros.ch: 8‘000 HTML pages, 3 languages
50+ Microsites, Web Production Team: 40+

49. With a little help from Magnolia
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Build once use many times.
Create once publish everywhere.

50. Conclusion
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Investing in IT is investing in a hygiene-factor.
Investing in content is investing in uniqueness.

51. Conclusion
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Control content-KPIs and improve relevance for
your customers and prospects.

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Thank you.