dunnhumby and Metro Canada - Digital Personalization and Client Strategy

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Presentation a Le Rendezvous du Category Management 2013

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  • http://www.youtube.com/watch?v=G9uGaw-sKLEGino - permettre de vous evader un peut et voirnotre grand pays
  • Gino- pres de 2/3 du marche se trouve au Quebec et en Ontario où Metro est present- qui est MetroTaille du territoire + contrainteslogistiquesPays = 35 millions de personnes (France = 26 Millions d’habitants) et surface = 16 fois la surface de la FranceMetro = 2/3 de la population du pays – 70% de la population le long du St LaurentPopulation multiculturelle et ethniquedans les grandesvilles et tres locale en region2 langue21% d’accroissement des surfaces commerciales* pour 1,8% de croissance des ventes - *CompoundedAverageGrowth Rate of sqft (06 to 09)Progression de WalMart #1 discount mondial et Target
  • Gino - chaine de 718 magasins avec un chiffred'affaire de 8.5 milliard d'Euros - opere 5 grandesbannieres
  • SophieIt might be more powerful instead of saying 2,500 employees, to talk about how much data we analyse.  So you could say “we analyse 230 million baskets per week, across the globe.  That’s 1.3 BILLION items per week”
  • SophieAs a global company, we have a bigger understanding of shopper behaviour around the world.  However, we don’t just take what we do in the UK and transfer that to other countries.  In the UK the number one product is bananas.  In China the number one product is prawns. What we do in each market is different. We let your local data tell us what your customers are doing.
  • Sophie400 marques
  • Sophieto create a personalised experience for customers across all channels, connecting with them before, during and after they shop, in a meaningful way to win their loyalty
  • GinoIl y a 3 ans metro a deployeunestrategie de personnalisation client
  • Gino- La vision pour le client:  I get more I want...  J'ai plus de cequej'aime- depasse le lancement d'un programme de loyaute
  • Gino - SophieMessage : uneapproche- notreobjectifestd'augmenter la valeur pour l'entreprise.  On y arrive en attirant les bons clients, en les recompensant et en utilisant les donneesrecoltees pour prendre de meilleurs decisions d'affaires. - Des outilssontmis à la dispositions des fournisseursafin de travailler avec les donneesprovenant du programme de poyaute, ilssont en mesure, avec nosequipes commercial, d'ajuster le mix produits / promotions en fonction de la connaissance client.  
  • Gino- le programme de loyaute qui permetd'accumulerl'information client a connu un succèsimpressionnant.        - 40% des menages au Quebec sontmembres.       - En Ontario, nous participons avec un programme de coalition qui a une penetration de 75% des menagesdont 45% sont des shoppers metro.
  • Gino- une des raisons de cesuccesestque le programmeest tangible. - Tout les 3 mois, les membresrecoivent un cheques de remise valide pour leur prochain achat avec des coupons ciblessurcequ'ilsachetent.- voiciquelques pub telefaisant la promotion du programme
  • SophiePersonalisation x Volume
  • SophieMessage : impact prouveTravail = engagement et retention sur le digital1 Client sur le digital = les loyaux Metro2 parmiceux-ci, on a des clients + actifs en ligne3 on constate un acroissement de leurfidelite en magasin
  • - la strategie digital est le dernier aspect de la strategie de personnalisation a etredeploye.
  • Gino- en Septembre dernier, le site a étérevampe et une application mobile a étélancée.  Voici le spot tele qui a supportecelancement (sophie: je croisque je t'aidonne le fichier tu as le fichiersinon, le video explicatif du site estsuryoutube, l'adresseestdejadans la presentation)- le traffic sur le site a augmente de plus de 50% et plus de 100,000 personnesonttelechargel'application
  • Sophie
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  • Personalized multi-channel contact is highly effective : on store frequency as well as instore average basket
  • Gino et Sophie
  • dunnhumby and Metro Canada - Digital Personalization and Client Strategy

    1. 1. #rdvducatman @sophieschwartz Digital Personalisation and Client Strategy Metro, Inc. - Canada Gino Plevano & Sophie Schwartz December 11th 2013, Paris
    2. 2. Agenda Metro Canada & dunnhumby Bringing the Concept to Reality • Customer Personalisation Strategy « I get more of what I want » • Digital For a New Customer Experience • Multi-Channel Power to Omni-Channel Summary 2
    3. 3. How Canada is viewed by Canadians ? http://www.youtube.com/watch?v=G9uGaw-sKLE 3
    4. 4. Canadian Grocery Market Total CDN Grocery Spend WestCanada 31% Total Market $83 billions Ontario 38% Quebec and Ontario 63% Quebec 25% Canada Atlantics 6% Source: Nielsen MarketTrack 4
    5. 5. Metro Inc. 718 stores 65,000 employees 15 distribution centers Sales 12 billion CAD (8,5 billion EUR) 5
    6. 6. 358 conventional supermarkets 6
    7. 7. 201 soft discounts 7
    8. 8. New Premium Concepts 8
    9. 9. 7 ethnic supermarkets ethniques 152 pharmacies 9
    10. 10. Our insights and strategic dunnhumby is the world’s process help clients create leading customer science competitive advantage company and enjoy sustained growth We analyze data and apply insights from more than 400 million customers across the globe to create better Category customer experiences and build loyalty. Management We analyze 230 million baskets per week, across the globe. That’s 1.3 billion items per week. 10
    11. 11. A Global Leader dunnhumby and metro Canada, partners since 2009 A unprecedented partnership in Canada Joint Venture 50% Metro Inc, 50% dunnhumby ltd. 3 offices : Montreal– Toronto – Gurgaon We help Metro Inc make better customer-centric business decisions across its 4 banners, conventional and discounts. 11
    12. 12. 12
    13. 13. Client Strategy Targeted Acquisition and Loyalty 23% of loyal customers = 63% revenues Category management Tools and collaborative processes in place with suppliers on all category drivers : Assortment – Promo Evaluation – LaunchPad –Merchandising Decision Tree - Price – Category Healthcheck Marketing Lifestyles and Customers Segmentations Customers Strategies, Priorisation, ROI Personalisation create a personalised experience for Metro’s customers across all channels, connecting with them before, during and after they shop, in13 a meaningful way to win their loyalty 13
    14. 14. CUSTOMER PERSONALISATION STRATEGY 14
    15. 15. « I get more of what I want » It’s more than loyalty, personnalisation, digital 15
    16. 16. Customer focus, in all workplans ! Board • Customer store reports Store Operations • 5 promises training • Newsletter Customer Supply Chain •Governance model •Customer loyalty dashboard •Budgets integration Procurement, Category Management …. •Training •Steering committee 3 weeks •New tools •Dashboards •Availability •Inventory 16
    17. 17. Our Approach Attract & engage customers Reward our customers + Building long-term relationship through their life cycle. To shop in our stores and encourage them to come back. Make better business decisions with data + Increase the average basket & frequency = To better understand our customers and inform our business decisions. Increase Metro’s brand value 17
    18. 18. Metro loyalty schemes Quebec: 40% of households Ontario: 75% members of a coalition loyalty scheme, 45% Metro shoppers 17
    19. 19. 18
    20. 20. Building Customer Relationship Our daily challenge = deliver a personalised retail experience for 3 million customers For each customer, identify preferences to deliver a relevant 20 offering
    21. 21. Digital Grows Loyalty 1 Metro online customers are members of Metro loyalty schemes 2 LOYALTY  Online engaged customers 3 Occasional online customers Source dunnhumby Canada, online customers analyses and segmentations 21
    22. 22. DIGITAL FOR A NEW CUSTOMER EXPERIENCE 22
    23. 23. TRIGGER REVIEW & SHARE RESEARCH EAT COOK COMPARE & FILTER PREPARE PLAN MEAL ASSESS CONSUME PLAN CONSUMER JOURNEY CREATE LIST UNPACK & ORGANIZE SHOP PAY, SAVE & GET REWARDS SEEK ENTER STORE BROWSE DISCOVER 23
    24. 24. An Integrated Eco-System NEWSLETTER METRO.CA Most popular grocer site in Canada Re-launched in Sept „13 700 000 unique visitors* 2 millions visits FACEBOOK 450 000 subscribers Most popular grocer page in Canada Québec: 250 000 fans Ontario :100 000 fans MOBILE Launched in Sept ‟13 More than 2.5M contacts every month (growing fast) * comScore, June 2013 24 24
    25. 25. New Metro.ca http://www.youtube.com/watch?v=lzT-vtH_OgI 25
    26. 26. 4 Key Success Factors to deliver online « I get more of what I want » Customer Language One view of Customer $ On-Offline Transactional Strategy Content Marketing Strategy 26
    27. 27. Customer Language : embedded in data model In store: Online: Cereals Grocery Breakfast Kellogg’s Coco Pops 27
    28. 28. One view of Customer, recognizable at individual level CONVENIENCE VALUE PREFERENCES CHOICE VALUE TASTES CONVENIENCE EMOTIONS VALUE 28
    29. 29. $ On-Offline Transactional Strategy “Every week, I get My New Personalized Coupons” 7 Million customers and more 29
    30. 30. 30
    31. 31. Gino Week of December 12th Sophie Week of December 12th 31
    32. 32. Content Marketing Strategy 4,500 recipes “What do we eat today ? Metro proposes me recipes that meet my preferences.” 32
    33. 33. 30% Canadians browse on the web to find ideas for their grocery shopping In the US, 80% of mothers, Who are most often the household decision maker too, find their recipes in the web. 33
    34. 34. FOODIES GENERIC 34
    35. 35. MULTI-CHANNEL POWER TO OMNI-CHANNEL 35
    36. 36. Evolution of Customers Contact Points - Metro loyalty programme • Personalized Coupons • Reward Vouchers - Best Customer Mailing • Personalized coupons every week - CPG’s Brands Mailing • Customer Weekly Menu - Local Marketing Personalized Direct Mail Communications Customer Strategy Launch Personalized Direct Mail Campaigns Digital Communications • E-mailed offers One single customer view Offers and channels coordination per customer 36
    37. 37. The Power of Multi-Channel Personnalisation MQM Basket X1,6 to x2 Frequency X3 to x6 Best Customer Mailing Web Coupons Source : dunnhumby Canada 37
    38. 38. Summary  Think big and move forward in an agile mode  It’s not about the technology  No lifelong online customer : work on retention and acquisition  Personnalisation is the starting point to an enriched web experience  Change management for the whole organization  Digital is about continuous improvements 38
    39. 39. Thank you! Gino Plevano Sophie Schwartz gino.plevano@metro.ca sophie.schwartz@dunnhumby.com @sophieschwartz Screen clipping taken: 2013-12-05 11:43 39

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