Crowdsourcing @ Migros
New products developed by the community
SMWF London - 19. March 2013
Markus Maurer, Social Media Consultant @ Customer & Web Intelligence

What do this products have in common?
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Migros – A swiss retailer
• cooperative
• 2,1 m members
• 1 m customers per day
• largest retailer in CH
• 86’300 employees
• ~600 branches
• 3 languages
• >50 affiliated
companies
• CHF 24,9 bn turnover
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Migros
BrandAsset™ Valuator Switzerland 2011
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Migros – A swiss retailer
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Migros has Social Media in the DNA
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Social Media @ Migros
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Migipedia
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Quelle: http://youtu.be/8Z4jt6nGVWo
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www.migipedia.ch
13‘000 products
15’000 ideas for
a better Migros
130‘000 product
feedbacks
30‘000
registered users
80 % are between
35 and 65 years old
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Migipedia
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480 negative feedbacks
in 10 days
Automatic report to the
Product Manager
Decision: Back to the old
quality after 20 days
After 30 days we could inform
the community

Migros on Social Media
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Why Crowdsourcing?
„The best way to have a good idea
is to have a lot of ideas.“
Linus Paulin 1901 - 1994
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Wisdom of the crowd
«One day in the Fall of 1906, the
British scientist Francis Galton left
his Home in the Town of Plymouth
and headed for a country fair…»
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There are different ways
• Active Crowdsourcing for new products
• Passive Crowdsourcing
• Identification of soft factors
• Influence the range of products (voting)
• Simple poll (name for a new cheese)
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When you listen …
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Mixi Maxi
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Our customers would like …
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Our customers would like …
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Building a bridge!
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Our customers would like …
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Our customers would like …
+
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Case - Vanilla Coke
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Time goes by
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…
«Not possible ...»
«No potential ...»
«Coca Cola is not
able to deliver ...»
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Make your customer the hero!
+ =
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The result:
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Crowdsourcing – The Wisdom of crowds
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Crowdsourcing Process
• What‘s our goal?
• Workshop «Define the question» (incl. community members)
• Brainstorming with the community
• Boil down & extract the collected ideas
• Production
• Tasting with the community, Product Manager, Producer
• Poll in the community
Production
• Samplings for the involved community members
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How much time do we need for Crowdsourcing?
Define the Brainstorming Boil down Testing the Evaluation Planning and
question ideas prototypes of ideas production
Workshop 2h Online 2-4 W Workshop 4h Workshop 4h Online 1-2 W Workshop 2h
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Crowdsourcing Blévita
“Within 24 hours the community suggested 500
new flavours. Altogether 1100 were posted.”
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Tasting
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A new product is born
«4323 Customers have voted! „Blévita
Gruyere“ is the winner with 32% of the votes!»
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Crowdsourcing Examples
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Mojito Tooth Paste
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Key Benefits of Crowdsourcing
• Outside the box thinking
• Customer focused
• Customer loyality
• Lower flop-rate
• Cost saving
• PR-Stories
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Involvment of the customer
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Good to know
• Have a clear definiton of the question
• Have a clear goal – What do you want?
• Have a diverse community
• Involve the community whenever possible
• High mobilisation
• «Uniform will» by all people involved
• Make a sampling when you launch the product
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Many new products hit the
stores every week.
Crowdsourced products,
have a story to tell!
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“Do you wish people to think
well of you?
Don't speak well of yourself.”
Blaise Pascale
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Customers would
like to buy goods
they actually want!
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http://about.me/markusmaurer
Thank you! http://twitter.com/kusito
markus.maurer@mgb.com

Links:
Migipedia: http://www.migipedia.ch/
Crowdsourcing: http://en.wikipedia.org/wiki/Crowdsourcing
Francis Galton: http://en.wikipedia.org/wiki/Francis_Galton
The Wisdom of Crowds: http://en.wikipedia.org/wiki/The_Wisdom_of_Crowds
Crowdsourcing Article: http://www.atizo.com/docs/Crowd_innovation_fosters_new_business_opportunities.pdf
Crowdsourcing Platform: https://www.atizo.com
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