Arla Foods på Branded Commerce '19 - Hosted by Creuna
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Indlæg fra Kåre Berenthz-Nicolaisen, Head of Digital i Arla Foods DK, på konferencen Branded Commerce 2019, som Creuna var værter for den 18/6-19.
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Arla Foods på Branded Commerce '19 - Hosted by Creuna
- 1. OBSHead of Digital Marketing
- 2. Arlas Approach to Branded Commerce Case: Click&Cook® Kåre Berenthz-Nicolaisen
- 4. About Arla 11,200 OWNERS 19.000 COLLEAGUES 13,9 BL. KG. MILK INTAKE 10,3 BL. EURO REVENUE 4 GLOBAL BRANDS THE 4TH LARGEST
- 5. We provide dairy that nourishes body and soul throughout life We are in FMCG business and drives a house of brands Milk, yoghurt, powder and cooking 50% Butter & spreads 20%Cheese 30%
- 6. 21 June 20196 Whos speaking BRAND MANAGEMENT ECOM MANAGEMENT DIGITAL MANAGEMENT
- 7. 21 June 20197 “How to do Marketing” challenged by Digital From ”Mass” to ”Single” marketing efforts with direct translation to purchase BRAND MARKETING PERFORMANCE MARKETING • To individual consumer • Digital media • All-ways on / adjusting • Sales • Attribution • “Vanity” metrics • Look for intent • Engage • Convert to purchase • Create a “relationship” • To all consumers • Mass media ATL/BTL • Campaign Bursts • Build awareness • Reach • Frequency • Create preference • Millward Brown • Econometrics How we work What we do How we measure We need both Brand & Performance Marketing, but we are as always in Marketing, challenged on the Marketing ROI understanding
- 8. It was another time … 21 June 20198 Go wide and pray they remember us MARKETING SALES
- 10. DIGITAL 2020 VISION We want to become #1 Digital FMCG by …..
- 11. The consumer behavior is there … Source: Google 2017 69 mio 14/ sek 25 mio 50 mio And it’s on the rise! 200K
- 12. Branded commerce projects 21 June 201912 Whats cooking in Arla
- 15. The flow 21 June 201915 Arla brandet dairy products
- 16. One service 21 June 201916 Many oppertunities
- 17. Stay relevant within food inspiration by differentiating with tech Activate our communities Get products on the shopping list
- 18. 21 June 201918 Bounce Rate % Engagemen t Time on Site, Pageviews & Content interaction Added to cart/list Conversion Rate % Recurring customers Users only seeing one pageHigher than average engagement enables Higher conversions Share of users who have Added to basket Share of user sending To retailer Share of users coming back To shop again
- 19. 21 June 201919 0,00% 0,10% 0,20% 0,30% 0,40% 0,50% 0,60% 12/6/2018 12/20/2018 1/3/2019 1/17/2019 1/31/2019 2/14/2019 2/28/2019 3/14/2019 3/28/2019 4/11/2019 4/25/2019 5/9/2019 5/23/2019 6/6/2019 Click&Cook Conversion rate Honeymoon Real life - Collecting data Improve life – implement findings Conversion peaks 09-14 & 01-04
- 20. 21 June 201920 It’s a new world A service That drives new content usage How it is … How it also is now
- 21. A service that Appeals to a new audience Age 18-24 25-34 35-44 45-54 55-64 65+ Gender Men Women
- 22. A service that Appeals to a new audience Age 18-24 25-34 35-44 45-54 55-64 65+ Gender Men Women
- 23. 21 June 201923
- 24. 21 June 201924 We build (even more) food tech knowledge. We build assortment knowledge. 84% match
- 25. 21 June 201925
- 26. • 60.000 monthly users • 111.000 active devices with the App installed • 107.000 devices with Push messages enabled (96%) • All built within the “Arla Global Recipe Enabler” framework driven by DK Karolines Køkken® and Cheasy® App 21 June 201926 Enable Click&Cook in APP framework
- 27. • Average conversion rate: 2,2% • Add 1-7 recipes directly to basket • Mealplan made by Karolines Køkken® • All recipes can be changed “Make your own mealplan” 21 June 201927
- 28. 21 June 201928 How much can be matched Arla controlled Retailer USP Retail controlled Colors and logo Retail controlled Combined matches and price Arla controlled Retailer basket feed Add to basket Retailer basket API Arla controlled
- 29. This is the first step in Branded Commerce •More vendors •More touchpoints •Ability to sell single products •Data usage – simple presentation layers •More activation and partnership development 21 June 201929
- 30. ROPO Build brand driven shopping lists online and win the offline basket
- 32. AI or Pizza …? 21 June 201932 OR
- 33. Will it work? • Conversions from day one 21 June 201933 Yes , If it makes sense!
- 34. It was another time … 21 June 201934 MARKETING SALES
- 35. It was another time … 21 June 201935 This is the future … BRANDED COMMERCE