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Digital CRM, saving & loyalty programs for FMCG by BDmyShopi
The document discusses the challenges faced by FMCG companies, including the rise of private labels and changes in consumer behavior. It outlines possible solutions through loyalty programs, new product development, and CRM strategies aimed at improving consumer engagement and brand loyalty. Examples from various brands illustrate how cashback and saving programs can effectively address these challenges.
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Digital CRM, saving & loyalty programs for FMCG by BDmyShopi
- 1. Digital loyalty & CRMfor FMCG Faces of Content – September 2015 Kris De Kock BD myShopi http://www.bdmyShopi.com @BDmyShopi
- 2. BD Group Delivering inspiredconsumers Omni-channel activation Data & Profiling B2C Promo & shopping platform Marketing, Media, Logistics & Data 650 employees in BE & ITA Owned by NPM Capital
- 3. FMCG challenges: privatelabel increase Private label 2012: 34,4 % 2006: 29,6 % 1985: 13,3% Source: Nielsen
- 4. FMCG challenges: Consolidatedretail environment
- 5. FMCG challenges: privatelabel at future consumers
- 6. ADHD generation ALL DAYHEADS DOWN
- 7. FMCG challenge: mostcurrent buyers will not buy next year
- 8. FMCG challenge: Evenheavy buyers will stop buying next year
- 9. Possible FMCG solutionsto 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. Traditional FMCG savingprograms - challenges • Challenges – Complex – Long fulfilment – Adapt packaging – Costly – Long set-up time – Limited data capture
- 11. Traditional FMCG CRMprograms - challenges • Challenges – Reach – E-coupon print redemption rates
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- 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…
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- 17. Heinz – Brandloyalty
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- 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
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- 21. Coca-Cola saving /loading program
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- 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
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- 31. Club Nestlé overviewvideo
- 33. Club Nestlé Inspirational content aboutindividual brands: recipes.. Contests, community
- 34. Club Nestlé • Targetingbased on – Previous coupon usage – Profile (age, gender, location..) – Explicit interests and buying behavior
- 35. Promo CRM: ClubNestlé Actual example – March 2015
- 36. Club Nestlé Acquisition ofnew consumers Initial CRM database - 2012
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- 40. Club Garnier -smartphone
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- 42. 52% Dutch 48% French Whois 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
- 43. Who is themyShopi 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
- 44. Where does themyShopi 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
- 45. Where does themyShopi 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
- 46. When does themyShopi user uses his cashbacks? 12,9% 12,3% 13,6% 12,1% 18,1% 22,5% 8,5% Week day
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- 48. Possible FMCG solutionsto 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
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Editor's Notes
- #3 BD evolved from a logistics promotional communication distribution company (Belgische Distributiedienst) into a marketing, media, logistics and data company with focus on B2B and B2C The main B2B proposition is an omni-channel activation platform, supported with data driven intelligence brought by DBM
- #7 But to address the permission marketing side of the equation there is a need for a more agile couponing solution Moreover, with the generation Z (also called the ADHD generation = all day heads down) now becoming RFP (responsible for purchase = VVA), we need an extreme agile “100% digital” couponing solution to complement the mass market evergreen paper couponing solution.
- #8 GFK
- #9 GFK
- #27 Description 20€ terugbetaald bij aankoop van 12 Gallo Family Vineyards ( beschikbaar bij Carrefour, Makro, Cora, Match, Intermarché en Spar) of Gallo Turning Leaf (beschikbaar bij Carrefour) flessen.
- #30 A second targeting example comes from Nutricia, whereby parents that redeemed a the Nutrilon cashback will individually receive a follow up cashback for the next Nutrilon type right before their baby reaches the specified age