Crowdsourcing @ Migros

Crowdsourcing @ Migros

New products developed by the community

SMWF London - 19. March 2013
Markus Maurer, Social Media Consultant @ Customer & Web Intelligence

What do this products have in common?

Crowdsourcing @ Migros | Markus Maurer SMWF 2013 | Seite 2

Migros – A swiss retailer

• cooperative
• 2,1 m members
• 1 m customers per day
• largest retailer in CH
• 86’300 employees
• ~600 branches
• 3 languages
• >50 affiliated
companies
• CHF 24,9 bn turnover


Migros

BrandAsset™ Valuator Switzerland 2011


Migros – A swiss retailer


Migros has Social Media in the DNA


Social Media @ Migros


Migipedia


Quelle: http://youtu.be/8Z4jt6nGVWo


www.migipedia.ch

13‘000 products

15’000 ideas for
a better Migros

130‘000 product
feedbacks

30‘000
registered users

80 % are between
35 and 65 years old


Migipedia


480 negative feedbacks
in 10 days
Automatic report to the
Product Manager
Decision: Back to the old
quality after 20 days
After 30 days we could inform
the community

Migros on Social Media


Why Crowdsourcing?

„The best way to have a good idea
is to have a lot of ideas.“
Linus Paulin 1901 - 1994


Wisdom of the crowd
«One day in the Fall of 1906, the
British scientist Francis Galton left
his Home in the Town of Plymouth
and headed for a country fair…»


There are different ways

• Active Crowdsourcing for new products

• Passive Crowdsourcing

• Identification of soft factors

• Influence the range of products (voting)

• Simple poll (name for a new cheese)


When you listen …


Mixi Maxi


Our customers would like …


Building a bridge!



+


Case - Vanilla Coke


Time goes by


…

«Not possible ...»

«No potential ...»

«Coca Cola is not
able to deliver ...»

Make your customer the hero!

+ =


The result:


Crowdsourcing – The Wisdom of crowds


Crowdsourcing Process

• What‘s our goal?

• Workshop «Define the question» (incl. community members)

• Brainstorming with the community

• Boil down & extract the collected ideas

• Production

• Tasting with the community, Product Manager, Producer

• Poll in the community
Production
• Samplings for the involved community members

How much time do we need for Crowdsourcing?

Define the Brainstorming Boil down Testing the Evaluation Planning and
question ideas prototypes of ideas production

Workshop 2h Online 2-4 W Workshop 4h Workshop 4h Online 1-2 W Workshop 2h


Crowdsourcing Blévita

“Within 24 hours the community suggested 500
new flavours. Altogether 1100 were posted.”


Tasting


A new product is born

«4323 Customers have voted! „Blévita
Gruyere“ is the winner with 32% of the votes!»


Crowdsourcing Examples


Mojito Tooth Paste


Key Benefits of Crowdsourcing

• Outside the box thinking

• Customer focused

• Customer loyality

• Lower flop-rate

• Cost saving

• PR-Stories

Involvment of the customer


Good to know

• Have a clear definiton of the question

• Have a clear goal – What do you want?

• Have a diverse community

• Involve the community whenever possible

• High mobilisation

• «Uniform will» by all people involved

• Make a sampling when you launch the product


Many new products hit the
stores every week.

Crowdsourced products,
have a story to tell!

“Do you wish people to think
well of you?
Don't speak well of yourself.”
Blaise Pascale


Customers would
like to buy goods
they actually want!

http://about.me/markusmaurer
Thank you! http://twitter.com/kusito

markus.maurer@mgb.com

Links:

Migipedia: http://www.migipedia.ch/

Crowdsourcing: http://en.wikipedia.org/wiki/Crowdsourcing

Francis Galton: http://en.wikipedia.org/wiki/Francis_Galton

The Wisdom of Crowds: http://en.wikipedia.org/wiki/The_Wisdom_of_Crowds

Crowdsourcing Article: http://www.atizo.com/docs/Crowd_innovation_fosters_new_business_opportunities.pdf

Crowdsourcing Platform: https://www.atizo.com


Crowdsourcing @ Migros

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