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Digital loyalty &
CRM for FMCG
Faces of Content – September 2015
Kris De Kock
BD myShopi
http://www.bdmyShopi.com
@BDmySho...
BD Group
Delivering inspired consumers
Omni-channel
activation
Data & Profiling
B2C Promo &
shopping platform
Marketing, M...
FMCG challenges: private label increase
Private label
2012: 34,4 %
2006: 29,6 %
1985: 13,3%
Source: Nielsen
FMCG challenges: Consolidated retail environment
FMCG challenges: private label at future consumers
ADHD generation
ALL DAY HEADS DOWN
FMCG challenge: most current buyers will not buy next year
FMCG challenge: Even heavy buyers will stop buying next year
Possible FMCG solutions to address these challenges
Loyalty
• Saving programs
• Short term, impact on sale
• Brand loyalty...
Traditional FMCG saving programs - challenges
• Challenges
– Complex
– Long fulfilment
– Adapt packaging
– Costly
– Long s...
Traditional FMCG CRM programs - challenges
• Challenges
– Reach
– E-coupon print redemption rates
New Product Development
CBG NPD
• 100% cashback action (=sampling)
• + follow-up cashback action
– E.g. -1 Euro or 1+1 free or 50% free
• + post c...
SCA NPD
Storck NPD
Saving programs
Heinz – Brand loyalty
Heinz saving/loading program
Cashback saving action
• Brand loyalty programs
– In one or multiple buys
– -x Euro after y Euro bought
– -x Euro after y ...
Coca-Cola
Coca-Cola saving / loading program
Cirio
Cirio saving program
Danone
Danone saving program
Saving programs
Kellog’s saving program
myShopi CRM programs
Danone Nutricia
Targeted cashbacks & follow-up cashbacks
New
born
3
months
6
months
1 year
1,5 year
Cashback
+ Survey
Targ...
Club Nestlé
Launched in 2013
Club Nestlé overview video
Club Nestlé
Inspirational content
about individual
brands: recipes..
Contests, community
Club Nestlé
• Targeting based on
– Previous coupon usage
– Profile (age, gender, location..)
– Explicit interests and buyi...
Promo CRM: Club Nestlé
Actual example – March 2015
Club Nestlé
Acquisition of new consumers
Initial CRM
database -
2012
Club Garnier
Club Garnier
Club Garnier
Club Garnier - smartphone
myShopi cashback users
52% Dutch
48% French
Who is the myShopi cashback user?
Language
6% < 25 y
76% 25 – 54 y
18% + 55 y
Age
59% Female
41% Male...
Who is the myShopi cashback user?
Female,
58.9%
Male,
41.1%
Gender
French,
48.0%
Dutch, 52.0%
Language
Age
11.0%
53%
36%
6...
Where does the myShopi cashback user live?
Flanders;
54,4%
Wallonia;
37,7%
Brussels;
7,9%
13,1%
7,9%
15,1%
6,3%
10,6%
2,2%...
Where does the myShopi user uses his cashbacks?
Carrefour, 36.9%
Delhaize, 25.0%
Colruyt Group, 23.1%
Match/Smatch, 2.3%
C...
When does the myShopi user uses his cashbacks?
12,9% 12,3% 13,6% 12,1% 18,1% 22,5% 8,5%
Week day
Conclusion
Possible FMCG solutions to address these challenges
Loyalty
• Saving programs
• Short term, impact on sale
• Brand loyalty...
Thank you
http://www.bdmyShopi.com
@BDmyShopi
kris.dekock@BDmyShopi.com
Digital CRM, saving & loyalty programs for FMCG by BDmyShopi
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Presentation by BD myShopi on digital CRM, saving and loyalty programs for FMCG brands. Belgian case studies on Nestlé, Garnier, Coca-Cola, Danone and more. For more info, see http://www.bdmyshopi.com
Presentation by Kris De Kock, at Faces of Content Seminar: Customer Retention & Loyalty, September 2015, Belgium.

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Digital CRM, saving & loyalty programs for FMCG by BDmyShopi

  1. 1. Digital loyalty & CRM for FMCG Faces of Content – September 2015 Kris De Kock BD myShopi http://www.bdmyShopi.com @BDmyShopi
  2. 2. BD Group Delivering inspired consumers Omni-channel activation Data & Profiling B2C Promo & shopping platform Marketing, Media, Logistics & Data 650 employees in BE & ITA Owned by NPM Capital
  3. 3. FMCG challenges: private label increase Private label 2012: 34,4 % 2006: 29,6 % 1985: 13,3% Source: Nielsen
  4. 4. FMCG challenges: Consolidated retail environment
  5. 5. FMCG challenges: private label at future consumers
  6. 6. ADHD generation ALL DAY HEADS DOWN
  7. 7. FMCG challenge: most current buyers will not buy next year
  8. 8. FMCG challenge: Even heavy buyers will stop buying next year
  9. 9. Possible FMCG solutions to address these challenges Loyalty • Saving programs • Short term, impact on sale • Brand loyalty NPD • Innovation • More SKUs • Variety seekers CRM • Long term programs • 1-2-1 engagement • Data
  10. 10. Traditional FMCG saving programs - challenges • Challenges – Complex – Long fulfilment – Adapt packaging – Costly – Long set-up time – Limited data capture
  11. 11. Traditional FMCG CRM programs - challenges • Challenges – Reach – E-coupon print redemption rates
  12. 12. New Product Development
  13. 13. CBG NPD • 100% cashback action (=sampling) • + follow-up cashback action – E.g. -1 Euro or 1+1 free or 50% free • + post cashback survey – Product feedback, future buy, competitive products…
  14. 14. SCA NPD
  15. 15. Storck NPD
  16. 16. Saving programs
  17. 17. Heinz – Brand loyalty
  18. 18. Heinz saving/loading program
  19. 19. Cashback saving action • Brand loyalty programs – In one or multiple buys – -x Euro after y Euro bought – -x Euro after y product buys – 1 free product after y product buys • Reminders to consumers during campaign ~65% of people that started saving program also finished it
  20. 20. Coca-Cola
  21. 21. Coca-Cola saving / loading program
  22. 22. Cirio
  23. 23. Cirio saving program
  24. 24. Danone
  25. 25. Danone saving program
  26. 26. Saving programs
  27. 27. Kellog’s saving program
  28. 28. myShopi CRM programs
  29. 29. Danone Nutricia Targeted cashbacks & follow-up cashbacks New born 3 months 6 months 1 year 1,5 year Cashback + Survey Targeted Follow up cashback Targeted Follow up cashback
  30. 30. Club Nestlé Launched in 2013
  31. 31. Club Nestlé overview video
  32. 32. Club Nestlé Inspirational content about individual brands: recipes.. Contests, community
  33. 33. Club Nestlé • Targeting based on – Previous coupon usage – Profile (age, gender, location..) – Explicit interests and buying behavior
  34. 34. Promo CRM: Club Nestlé Actual example – March 2015
  35. 35. Club Nestlé Acquisition of new consumers Initial CRM database - 2012
  36. 36. Club Garnier
  37. 37. Club Garnier
  38. 38. Club Garnier
  39. 39. Club Garnier - smartphone
  40. 40. myShopi cashback users
  41. 41. 52% Dutch 48% French Who is the myShopi cashback user? Language 6% < 25 y 76% 25 – 54 y 18% + 55 y Age 59% Female 41% Male Gender 54% Flanders 38% Wallonia 8% Brussels Location
  42. 42. Who is the myShopi cashback user? Female, 58.9% Male, 41.1% Gender French, 48.0% Dutch, 52.0% Language Age 11.0% 53% 36% 6.2% 76.0% 17.7% < 25 y 25 - 54 y + 55 y 24.4% 37.1% 38.5% 45 - 54 y 35 - 44 y 25 - 34 y * Reference Belgian population: 51% Female; 49% Male * Reference Belgian population: 60% Dutch; 40% French * Reference Belgian population
  43. 43. Where does the myShopi cashback user live? Flanders; 54,4% Wallonia; 37,7% Brussels; 7,9% 13,1% 7,9% 15,1% 6,3% 10,6% 2,2% 5,4% 4,4% 10,1% 12,7% 12,1% Location
  44. 44. Where does the myShopi user uses his cashbacks? Carrefour, 36.9% Delhaize, 25.0% Colruyt Group, 23.1% Match/Smatch, 2.3% Cora, 2.0% Intermarche, 1.8% Spar, 1.3% Kruidvat, 1.3% Other, 6.3% Supermarket
  45. 45. When does the myShopi user uses his cashbacks? 12,9% 12,3% 13,6% 12,1% 18,1% 22,5% 8,5% Week day
  46. 46. Conclusion
  47. 47. Possible FMCG solutions to address these challenges Loyalty • Saving programs • Short term, impact on sale • Brand loyalty NPD • Innovation • More SKUs • Variety seekers CRM • Long term programs • 1-2-1 engagement • Data
  48. 48. Thank you http://www.bdmyShopi.com @BDmyShopi kris.dekock@BDmyShopi.com
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Presentation by BD myShopi on digital CRM, saving and loyalty programs for FMCG brands. Belgian case studies on Nestlé, Garnier, Coca-Cola, Danone and more. For more info, see http://www.bdmyshopi.com Presentation by Kris De Kock, at Faces of Content Seminar: Customer Retention & Loyalty, September 2015, Belgium.

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