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Branding After Performance: Aprendiendo del eshopper
This document summarizes learnings from a consumer health company's eShopper program. It discusses key market trends like mobile commerce and social media influencing purchases. It then describes how the company integrated its marketing, digital, and IT teams to better serve shoppers. A case study on a successful Hot Sale campaign is provided, highlighting how the company expedited the consumer journey, ensured a good shopping experience, and drove conversion through influencers. Key learnings included that reducing steps and adding options increased conversion rates and sales.
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Branding After Performance: Aprendiendo del eshopper
- 2. CONSUMER HEALTH Learning fromthe eShopper♥ The what’s, the how’s and the why’s CONSUMER HEALTH
- 3. CONSUMER HEALTH Agenda Market &shopper context What’s going on out there? Structure & integration From 3 units to 1 team Hot Sale case Challenge, execution & results Learnings & Conclusions Insights for today and the future 1 2 3 4
- 4. CONSUMER HEALTH 3 KeyMarket trends What’s happening in commerce? 4 SCANR rules 64% of the clicks come from top 3 search results Frictionless journey 23 clicks on average to buy a beauty product SM gets transactional 9 out of 10 is influenced by FB/IG to purchase
- 5. CONSUMER HEALTH Shopper maintrends What’s happening in commerce? 5 Mobile rules 71% of traffic & 50% of purchase come from mobile Comfort or Promotion? 78% of sales in Marketplace is trought combos with 15% off Special Events Increase penetration drive for sales. JULvs ABR +24% 1,8% 4,3% 2% 2,1% 2,2%
- 6. CONSUMER HEALTH Integration askey enabler 6 MKT Digital IT eCom Trade Strategy & Budget Commercial Negotiations Value Proposition IT Developments Analytics Setup MKT Strategy & Budget Media & Creative support Performance tracking & Optimization
- 7. CONSUMER HEALTH J&J HotSale 2019 Success Case Main Challenges • Reduce friction across the consumer journey and manage clients complexity • Ensure shopper experience on e-retailers • Boost conversion with new tech & innovative strategies 7
- 8. CONSUMER HEALTH Expedited consumer journeyby eliminating unnecessary steps. Managed clients complexity with a user- friendly technology Enhanced consumer journey J&J Hot Sale Success Case 8 Linkto Fastcard Re-targetted usersthatdidn’t convert Keys for success:
- 9. CONSUMER HEALTH Ensure shopperexperience J&J Hot Sale Success Case 9 Keys for success: Customer Agreements Ensure products visibility Content Availability TeamWork (CheckPoints) SUPPLY
- 10. CONSUMER HEALTH Drive conversionwith influencers J&J Hot Sale Success Case 10 Keys for success: Coached influencers with guidelines to align relevant messages. Ad-hoc landing on Farmacity and brand launch exclusivity. Independent and UTM-tagged URLs for each influencer. Active CM with real-time answers to consumers. +35 contents generated 43% of total sales inH1 injust 1week 5X sales vs average We run out of stock!
- 11. CONSUMER HEALTH Learning withresults Conversion rate driven by new tech implemented in Hot Sale increased by +300% Lower discounts but higher amount of skus to get better UX NTG Mix 9% to 34% Reducing steps actually works Adding options drives more sales Traffic delivered form influencers accounted for 10% of total brand online sales during Hot Sale. Secure forecasting and product delivery on time. Fill Rate +90% Influencers can drive conversion Collaborative work brings results 11 Food for thoughts Profitable growth on ecommerce is still a huge challenge for CPG brands Bad user experience damage not only theeRetailer but also the brand Shopper is continuously demanding the best price &quality ratio plus convenience
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