This document discusses how the food and beverage industry is changing, with producers removing middlemen to target consumers directly, distributors charming consumers with content, and retailers fighting back with private labels and partnerships. New players are also testing new approaches and business models. Customer expectations are growing rapidly with preferences for e-commerce, sharing economies, and brands with purpose. The future of customer relationships in this industry is unclear, but may belong to those who reduce friction and provide the best customer experiences consistently.

1. Welcome to
Commerce Ahead
Digitizing the Food & Beverage Industry

2. Creunaisacustomer experience
agencythatdesignssolutionstodrive
valueinanunpredictableworld.
© Creuna

3. Aarhus
Helsinki
Oslo
Gothenburg
Copenhagen
Stockholm
Oulu

4. © Creuna
business
+creativity
+technology
Customer Experience Design
Business Development
Research & Insights
Strategic Prioritisation
Brand Activation
Service Design
Content Marketing
Web and App Development
Performance Optimization
Tracking Setups
System Integrations
Data-based Processes
Visualisations
Dashboards and Reporting

5. Who owns the F&B
customer in 2017?
Kristoffer Okkels, Marketing & Business Development Director, Creuna

6. © Creuna
The F&B value chain is changing
Distributors
and Wholesalers Consumers
Producers
and Brands
Retailers
and eTailers

7. Producers are removing
the middlemen and
gunning for the end-users.
© Creuna

11. Distributors and
wholesalers are charming
consumers with content
© Creuna

12. © Creuna

13. © Creuna

14. © Creuna

15. © Creuna

16. Retailers are fighting back
with private labels and
clever partnerships.
© Creuna

17. © Creuna

18. © Creuna

19. © CREUNA

20. New players are testing
out fresh approaches
and business models
© Creuna

21. © Creuna

22. © Creuna

23. © Creuna

24. Customer expectations
are growing at a
ridiculous pace
© Creuna

26. © Creuna
marketplacetransparency
+everythingison-demand
+connectedandintelligentliving
+thesocial(sharing)economy
+brandswithapurposearewinning
+growingpreferenceforeCom
Drivers of change

27. © Creuna
Time and
attention
are the currencies
for today’s consumers

28. © Creuna
Consumers are willing to pay
11% more for each added
layer of convenience in the
food chain.
http://www.cnbc.com/2017/02/16/consumers-pay-more-for-on-demand-convenience-personal-touch.html
Lux Research

32. © CREUNA

33. But real experience
commerce is about
so much more!
© Creuna

34. © Creuna
outletsandopeninghours
+digitalpresenceandperformance
+productselectionandpricing
+check-out,delivery,andpackaging
+loyaltyschemesandcustomerclubs
+ingeniousmarketingcampaigns
For the F&B sector, it’s not just about…

35. Effective
Easy
Emotional
Forrester

36. Experience Commerce is an immersive
and engaging experience that
merge the empathy and guidance
of traditional sales with the efficiency
and intelligence of eCommerce.
© Creuna

37. © Creuna
The F&B value chain is changing
Distributors
and Wholesalers Consumers
Producers
and Brands
Retailers
and eTailers

38. Who will own
the customer
relationship?
© Creuna

39. No one
Any one
© Creuna

40. Those who reduce the
most friction and provide
the greatest customer
experience – every time
© Creuna

41. thank you!
Kristoffer Okkels
Marketing & Business Development Director
aarhus oslo copenhagen gothenburg stockholm helsinki oulu
creuna.dk kristoffer.okkels@creuna.dk +45 2249 8339