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La conoscenza del cliente vince sempre



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La conoscenza del cliente vince sempre

  1. 1. La conoscenza del cliente vince sempre Whatdoesthefuturelooklike? Michela Giacomini and David Ciancio dunnhumby
  2. 2. 2 © dunnhumby 2015 | Confidential What we do
  3. 3. 3 © dunnhumby 2015 | Confidential We can cover a wide variety of capabilities DATA SCIENCE CUSTOMER STRATEGY CUSTOMER ENGAGEMENT CHANNEL AND FORMATS MERCHANDISE AND CATEGORY MANAGEMENT Customer Loyalty dunnhumby BAR Shopper Thoughts Sandtable Media Centre Sociomantic Campaign Management BzzAgent Scoring Engine Customer Strategy & Change Connected Insights Store Layout Multichannel Proposition Local Tailoring CRM Inventory & Stock Management Category Leadership Price & Promotion Assortment, Display, and New Product Launch Clickstream Insights Space Optimiser Store Reporting PriceStratShop LaunchPad Shelf Review Promotions Analytics Retail Heartbeat Software-led Tools Propositions Capabilities Real-time Decision Engine Advocacy Marketing Shopper Marketing Programmatic Display Digital Marketing Media Partnerships
  4. 4. 4 © dunnhumby 2015 | Confidential Data gives voice to 700m shoppers in 34 countries Our global partner network links retailers from around the world to actively discuss best practice and innovation
  5. 5. 5 © dunnhumby 2015 | Confidential What these shoppers are telling us Retailers are not earning loyalty… …neither are brands There are sizeable opportunities for growth The shopping trip has changed forever 27.0% 49.5% 19.9% All Customers Loyal Non Loyal
  6. 6. © dunnhumby 2015 | Confidential6 The new normal isn’t • Customers’ lives have been transformed by technology • Shopping trips are more complex, diverse and unpredictable • Competitors are adapting, new competitors are emerging fast
  7. 7. 7 © dunnhumby 2015 | Confidential The very definition of ‘store’ is changing 0.2 sq ft superstore express online mobile 1 sq ft 5,000 sq ft 100,000 sq ft drive local, walk @ home in pocket
  8. 8. 8 © dunnhumby 2015 | Confidential The shopping trip is increasingly complex who out of store remind me sales & events easy rewards no stress respond make me look good inspire creativity options recognize help in-store surprises Multichannel Shop Ecosystem v2.0 information help same time new ideals flexibility connection inspiration select good choice feel welcome feel supported surprise savings suggestions unexpected rewards save time fix problems appreciate me flexibility discover buy reward loyalty exceptional service suggest ideas ask my opinion reflect appeal flexibility shop best prices interesting range save time inform flexibility celebrate savings redeem rewards what services products rewards when day of week time of day time of year occasion online offline how lifestyle lifestage mission needs segment interests behavior where fun surprise connect simplify curate educate delight surprise deals selection suggestions new products inform me reward comment easy search
  9. 9. 9 © dunnhumby 2015 | Confidential
  10. 10. 10 © dunnhumby 2015 | Confidential Media Weather Recipes Clickstream Pharmacy Product Attributes Payment Location New derived “dna” Ratings what I buy What I See / Hear Who I Know / Influences How I Decide My Needs / Preferences What I LIke Who I Am Where I Am How I Shop What I Buy Creating a 360̊ view of the connected Customer
  11. 11. 11 © dunnhumby 2015 | Confidential New analyses and tools to personalise the experience My search My inspirations My usuals My prices My recipes My tips & information My promotionsMy offers My games My advertising My recommendations STORE E MAIL MOBILE WEBSITE CLICK & COLLECT CATALOGUE
  12. 12. 12 © dunnhumby 2015 | Confidential Loyalty Drivers: understand what drives sales growth according to Customers • Combine qualitative and quantitative research with behavioural analysis • Quantify and prioritize value / sales drivers •What matters most to Customers, and what they are willing to trade off •Customer needs and mind-sets; drivers of their loyalty ACTIVATEUNDERSTAND
  13. 13. 13 © dunnhumby 2015 | Confidential STEP: understanding loyalty beyond just spending +1 item +1 channel +1 product group +1 positive tweet +1 visit +1 occasion shop +1 trial +1 category +1 own brand product +1 bzz campaign +1 lifestage +1 like +1 share +1 survey +1 app download +1 opt-in +1 event join +1 family member +1 product review +1 browse +1 survey response Increased Loyalty Decreased Loyalty -1 opt-in -1 app download -1 lifestage -1 event -1 coupon -1 survey -1 positive tweet -1 positive feedback -1 coupon redeemed -1 own-label product -1 category
  14. 14. 14 © dunnhumby 2015 | Confidential Sandtable: a new predictive science of shopping • Changing attitudes toward health will impact categories and brands, specifically beverage • Consumers will make different choices on different brands and sub-categories, e.g. Diet CSDs or Fruit Juices • New promotions will be required to compensate for changes driven by changes in attitudes towards health A ‘sugar tax’ on CSD is being contemplated in the UK EXAMPLE ACTION
  15. 15. 15 © dunnhumby 2015 | Confidential New media tools and networks are required, too
  16. 16. 16 © dunnhumby 2015 | Confidential Summary: how tools have changed, and how we can forecast loyalty We must personalise in order to win Customer loyalty New media networks and tools are needed We must understand a full 360̊ view of the connected customer How she thinks, feels, and does; measure Spend, Talk, Engage, Prefer New science and capabilities are today required for growth in the multichannel world Customers’ lives have been transformed by technology Shopping trips are more complex, diverse and unpredictable
  17. 17. Thank You Michela Giacomini David Ciancio