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Belgian beacon pilot in the supermarket - Coca-Cola Enterprises - Delhaize - BD myShopi project - 2014

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A presentation by Coca-Cola Enterprises Belgium, Delhaize and BD myShopi (http://www.myShopi.com) about a beacon based mobile marketing pilot project in the supermarket.

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Belgian beacon pilot in the supermarket - Coca-Cola Enterprises - Delhaize - BD myShopi project - 2014

  1. 1. Click to edit Master text styles Second level Third level Fourth level Fifth level Marketing Plans 2015 Proximity marketing in retail through beacon technology Partnership of Beacon Marketing Seminar - San Marco Village 23 September 2014 Toon Coppens – Strategic manager digital at BD myShopi Veerle Lauwers – Senior manager digital shopper marketing at Coca-Cola Enterprises
  2. 2. Click to edit Master text styles Second level Third level Fourth level Fifth level Marketing Plans 2015 Video • Text
  3. 3. 1st beacon test in the food distribution in BEMarketing A coming together of 3 parties eager to continuously innovate on shopper marketing : Click to edit Master text styles Second level Third level Fourth level Fifth level Marketing Plans 2015
  4. 4. Click to edit Master text styles Second level Third level Fourth level Fifth level Marketing Plans 2015 Innovation in our DNA
  5. 5. Who are we? Marketing Plans 2015 Click to edit Master text styles Second level Third level Fourth level Fifth level
  6. 6. Who are we? Marketing Plans 2015 Click to edit Master text styles Second level Third level Fourth level Fifth level
  7. 7. Who are we? Marketing Plans 2015 Click to edit Master text styles Second level Third level Fourth level Fifth level
  8. 8. Who are we? Marketing Plans 2015 Click to edit Master text styles Second level Third level Fourth level Fifth level
  9. 9. Click to edit Master text styles Second level Third level Fourth level Fifth level Marketing Plans 2015 How we define “digital”
  10. 10. Click to edit Master text styles Second level Third level Fourth level Fifth level Marketing Plans 2015 1. Online Shopping 2. Digital Shopper Marketing Pre-Shop Shop Post-Shop
  11. 11. Click to edit Master text styles Second level Third level Fourth level Fifth level Marketing Plans 2015 • Constant innovation to be closer to the consumer is already 128 years part of the Coca-Cola DNA. • Good “retailer-supplier” collaboration and strong partnerships are crucial.
  12. 12. Click to edit Master text styles Second level Third level Fourth level Fifth level Marketing Plans 2015 Also in the digital space we want to learn how new technologies can be an added value in the shopper journey.
  13. 13. Click to edit Master text styles Second level Third level Fourth level Fifth level Marketing Plans 2015 Drive to innovate continuously and to test new technologies is part of the DNA of Delhaize. Continuous improvement of the experience of the customers inside the shops by : • being as relevant as possible in the interactions with the shoppers • enabling the consumer to profit from promotions and to be well informed • simplifying the life of the consumers while shopping
  14. 14. myShopi: from a mobile shopping list app in 2Mar0ket1ing 1Pla…ns Click to edit Master text styles Second level Third level Fourth level Fifth level Marketing Plans 2015
  15. 15. To a full promo & shopping platform in 2014: Click to edit Master text styles Second level Third level Fourth level Fifth level Marketing Plans 2015 1. Save 2. Facilitate 3. Inspire Shop info & opening hours Online discount codes Shopping list Printable coupons Online Cashback coupons Cashback saving actions Recipes Digital loyalty cards Digital Leaflets
  16. 16. Part of BD myShopi: omni-channel activationMarketing platform for retail & FMCG Click to edit Master text styles Second level Third level Fourth level Fifth level Marketing Plans 2015 4.3m households weekly 500k app downloads BE 4m app downloads WW
  17. 17. Click to edit Master text styles Second level Third level Fourth level Fifth level Marketing Plans 2015 Cashback coupons?
  18. 18. Click to edit Master text styles Second level Third level Fourth level Fifth level Marketing Plans 2015 Cashback coupon redemption rates? 4.1% 2.7% 9.2% 6.4% 11.6% 23.3% 8.3% 50% 100% 1 + 1 Free 1 - 2€ 2€+ -0,99 € Other Average redemption rate per promo type
  19. 19. Click to edit Master text styles Gender Second level Third level Fourth level Fifth level Marketing Plans 2015 myShopi app user? Female 55% Male 45% *Reference Belgian population: Female – 51% / Male: - 49% Language French 48% Dutch 52% *Reference Belgian population: Dutch – 60% / French - 40% Age 6% 11% *Reference Belgian population 78% 15% 53% 36% < 25 y 25 - 54 y + 55 y 32% 28% 18% 25 - 34 y 35 - 44 y 45 - 54 y
  20. 20. Nielsen regions Click to edit Master text styles Second level 24% Third level Fourth level Fifth level Marketing Plans 2015 myShopi app user? 24% 30% 9% 19% 18% 31% 12% 13% 20% Oost + West Vlaanderen Antwerpen, Vlaams Brabant, Limburg Brussel/Bruxelles Brabant-Wallon, Hainaut Liège, Namur, Luxembourg *Reference Belgian population
  21. 21. Click to edit Master text styles Second level Third level Fourth level Fifth level Marketing Plans 2015 What’s in it for the shopper
  22. 22. Click to edit Master text styles Second level Third level Fourth level Fifth level Marketing Plans 2015 Deliver them an unique experience Make their lives more easy by delivering them personalized offers via the channel they prefer, at the right time.
  23. 23. Click to edit Master text styles Second level Third level Fourth level Fifth level Marketing Plans 2015 • The smartphone has become a Shopping companion. • 1 out of 2 Belgians (18-45 yr) has a smartphone and 69% of European shoppers expect personalized offers via this channel (IGD) • Beacon technology enables proximity marketing nearby and in the supermarket.
  24. 24. Click to edit Master text styles Second level Third level Fourth level Fifth level Marketing Plans 2015 The hunt for coupons by shoppers is over, we ensure they receive the right offer at the most relevant time.
  25. 25. Click to edit Master text styles Second level Third level Fourth level Fifth level Marketing Plans 2015 The shopper remains in the driving seat • Install the application • Allow notification • Accept localization • Sound on
  26. 26. Click to edit Master text styles Second level Third level Fourth level Fifth level Marketing Plans 2015 Drivers for the pilot
  27. 27. Click to edit Master text styles Second level Third level Fourth level Fifth level Marketing Plans 2015 1) Evaluate the added value of proximity marketing to • Remind shoppers outside the store about interesting promotions • Drive traffic to the soft drink isle • Generate impulse 2) Test the feasibility of the beacon technology in a retail environment
  28. 28. Click to edit Master text styles Second level Third level Fourth level Fifth level Marketing Plans 2015 • Check technical feasibility of the project T H E O R Y
  29. 29. Click to edit Master text styles Second level Third level Fourth level Fifth level Marketing Plans 2015 • Check marketing funnel ? Shops Bluetooth Latest OS App notifications Latest release myShopi app
  30. 30. Click to edit Master text styles Second level Third level Fourth level Fifth level Marketing Plans 2015 • Validate Consumer feedback on privacy worries
  31. 31. Click to edit Master text styles Second level Third level Fourth level Fifth level Marketing Plans 2015
  32. 32. Click to edit Master text styles Second level Third level Fourth level Fifth level Marketing Plans 2015 August /September 2014 • 9 Delhaize supermarkets • 2 Beacons per store 1. Outside on the parking lot/ at entrance 2. In the soft drinks isle • Outside message : Remind people of volume promotion -> Take shopping cart • Inside message : Break the routine trip through the store -> unique promotion @soft drink isle Test Test Test Test Test Test Test
  33. 33. Click to edit Master text styles Second level Third level Fourth level Fifth level Marketing Plans 2015 September/October 2014 • 6 Proxy Delhaize supermarkets • 1 Beacon per store – inside @ Daily fresh counter • Drive impulse via combo deal Test Test Test Test Test Test Test
  34. 34. Click to edit Master text styles Second level Third level Fourth level Fifth level Marketing Plans 2015 What’s next
  35. 35. Click to edit Master text styles Second level Third level Fourth level Fifth level Marketing Plans 2015 What’s next 1. Tests ongoing in Proxy Delhaize 2. Evaluate • Quantitative • Qualitative -> Consumer surveys 3. Further tests for personalized promotions
  36. 36. Click to edit Master text styles Second level Third level Fourth level Fifth level Marketing Plans 2015 Toon Coppens Toon@myshopi.com @me_toon Veerle Lauwers VLauwers@cokecce.com @talking_circle

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