Digital is disrupting the retail business in general in food retail in particular. The Digital Transformation of fresh food will be the catalyst for even more change to come. This deck shows 7 metaphors to better understand the powers of digital change and provides a framework to deal with the transformation of your own organization.
3. @jcaudron
• we are a digital and innovative
marketing consulting company
• founded in 2009 as Dearmedia, now
the nucleus of the Duval Union
ecosystem
• we work for large European clients
• we have a strong vision on the
impact of digital and act accordingly
• we are advisors, writers, coaches
and entrepreneurs
Long term
strategy
Short term
strategy
Fixing the
basics
5. Hi, I’m Jo Caudron
Active in digital since 1993
Internet entrepreneur
involved in 20+ start-ups.
Founding Partner of
Are you an active social media user?
Do you embrace new technology?
Do you get your kicks from new business models?
Who are you?
9. @jcaudron
Waves of Digital Disruption
1995+
Music
Photography
Video Rental
…
2005+
Print Media
TV
Travel
Real-Estate
HR
…
2015+
Finance
Healthcare
Automotive
Real-Estate
Retail
Education
Telco
…
2020+
All Safe havens
will be subject
to digital
disruption
…
16. The relationship is changing.
The Glass House
This metaphor describes the changing relationship
between the organization and the outside world.Transparency
Accountability
Proximity
Responsiveness
Bi-directional
Humanization
Authenticity
17. The relationship is changing.The Glass House
Transparency
Accountability
Proximity
Responsiveness
Bi-directional
Humanization
Authenticity
20. Product, services and their business
models are changing.
This metaphor describes the evolution
of unbundling and how this changes
your products, services, business models, go-to
market.
The Package
Monolithic vs. atomic
APPification
Long Tail
Personalized
Experience
Speed
Price
(Self-)service
Scalability
21. UnbundlingThe Package
Monolithic vs. atomic
APPification
Long Tail
Personalized
Experience
Speed
Price
(Self-)service
Scalability
Angry Birds Twitter,
Facebook
Newspaper
Website
CNN online /
app
Blogs
Vertical sites and
specialties portals
Yelo App
Apple TV
Spotify
Sporza.be
LinkedIn,
Monster, ...
eBay
Pinterest,
blogs
Weather Pro (iPhone)
Traffic: Waze
YouTube
Twitter,
Facebook
RSS
Breaking
news
In-depth
analysis
Services
Weather
Classifieds
Jobs
Sports
TV
Fun
Specials
Discovery
Culture
Trends &
Lifestyle
22. The Package
Monolithic vs. atomic
APPification
Long Tail
Personalized
Experience
Speed
Price
(Self-)service
Scalability
23. Unbundling Procter & GambleThe Package
Monolithic vs. atomic
APPification
Long Tail
Personalized
Experience
Speed
Price
(Self-)service
Scalability
24. The Package
Monolithic vs. atomic
APPification
Long Tail
Personalized
Experience
Speed
Price
(Self-)service
Scalability
The food industry is changing, so is delivery
Speed
25. The Package
Monolithic vs. atomic
APPification
Long Tail
Personalized
Experience
Speed
Price
(Self-)service
Scalability
26. The Package
Monolithic vs. atomic
APPification
Long Tail
Personalized
Experience
Speed
Price
(Self-)service
Scalability
27. New business modelsThe Package
Monolithic vs. atomic
APPification
Long Tail
Personalized
Experience
Speed
Price
(Self-)service
Scalability
28. Bypassing
Virtualization
Fragmentation of
touchpoints
The Frog
The position in the value chain and the channel
are challenged.
This metaphor describes the by-passing that you are
subject to or that you can perform yourself, leading to
a change in the existing value chain.
29. Bypassing
If you can sell expensive cars online,
you can sell anything online.
Bypassing
Virtualization
Fragmentation of
touchpoints
The Frog
33. Buy directly from the farmer
Bypassing
Virtualization
Fragmentation of
touchpoints
The Frog
34. New gatekeepers
Recommendations
“Good is good
enough”
Ambassadorship
The Gatekeeper
Opinion making is challenged.
New competion at the horizon!
This metaphor describes
the change of opinion making,
of leadership,
the entrance of new players
that dominate the attention of the people.
35. The traditional gatekeeper
Crowd-sourced opinions
Peers as news distributors
Automatic algorithms
New “experts”
+New gatekeepers
Recommendations
“Good is good
enough”
Ambassadorship
The Gatekeeper
37. And what will happen if Amazon
starts in the fresh industry?
New gatekeepers
Recommendations
“Good is good
enough”
Ambassadorship
The Gatekeeper
38. We know this…
Amazon = online
store
Builds the best
online infrastructure
“invents” the
commercial cloud
disrupts the entire
storage and server
industry
Amazon = online
fresh food
Builds the best
distribution
infrastructure
“invents” the
commercial
“fresh cloud”
disrupts the entire
distribution and
food retail
Now, imagine this…
40. The Traveller
Primary location and place
of consumption are changing
This metaphor describes the change of location
and place, the emergence of hybrid models
that merge online and offline,
to create a consistent user experience
and customer journey.
Place
Utility
Empowered self
Instant gratification
New way of working
Contextual awareness
Real-time
42. Which is yours?The Traveller
Place
Utility
Empowered self
Instant gratification
New way of working
Contextual awareness
Real-time
43. Place: what if HalloFresh goes physical?
The Traveller
Place
Utility
Empowered self
Instant gratification
New way of working
Contextual awareness
Real-time
44. AirBnB for retailThe Traveller
thestorefront.com
Place
Utility
Empowered self
Instant gratification
New way of working
Contextual awareness
Real-time
45. PlaceThe Traveller
digitalstrategies.tuck.dartmouth.edu/cds-uploads/people/pdf/Isaacson_InStoreDigital.pdf
In four empty storefront locations in New York City the brand ‘Kate Space Saturday’ installed
temporary digital storefronts on the front window space of the locations. The giant touch
screens allowed people passing by on the street to browse product and place orders.
Place
Utility
Empowered self
Instant gratification
New way of working
Contextual awareness
Real-time
46. The Participant
Community
Gamification
Collaboration
The power of the crowd
Sharing economy
Consumers are uniting and creating
powerful communities
This metaphor describes the importance
of the crowd, the power that it represents
for the good or the bad of the organization.
48. Community
Local brewers unite through a community platform
The Participant
Community
Gamification
Collaboration
The power of the crowd
Sharing economy
49. Power of the crowdThe Participant
Community
Gamification
Collaboration
The power of the crowd
Sharing economy
50. Power of the crowd
flex.amazon.com
The Participant
Community
Gamification
Collaboration
The power of the crowd
Sharing economy
51. Sharing economy
From scarcity
to abundance
The Participant
Community
Gamification
Collaboration
The power of the crowd
Sharing economy
52. The Cyborg
Internet of Things
Wearables
Quantified self
Robotics
Data
Monitoring
Technology keeps progressing.
This metaphor describes the fact that
we are just at the beginning of the digital revolution,
which means that all of the change
that is already happening
is probably just scratching the surface.
53. Internet of ThingsThe Cyborg
Internet of Things
Wearables
Quantified self
Robotics
Data
Monitoring
58. Taking monitoring to the next levelThe Cyborg
Internet of Things
Wearables
Quantified self
Robotics
Data
Monitoring
59. Taking monitoring to the next levelThe Cyborg
Internet of Things
Wearables
Quantified self
Robotics
Data
Monitoring
60. Glass House
Package
Frog
GatekeeperTraveller
Participant
Cyborg
Who’s
next?
New experts
and our peers
decide what
matters
People
participate,
share and
co-create
their future
Technology
becomes part of
everything we do
The relationship
with the market
changes
New
experiences in
product, service
& packaging
The position in
the value chain
changes
Mobile gives access to
everything, everywhere,
every time
Person(al)
Product
Channel
CompetitionPlace
People
Technology
62. So now that you understand Digital Disruption,
how do you start the actual Transformation?
63. Stop hyping, start doing:
Digital Transformation Modeling
Sold in over 30 countries
64. Create your own Digital Transformation vision and plan1
Create Digital Leadership2
Innovate in the right place(s)3
Build the Transformation Fleet4
Change the culture5Sold in over 30 countries
67. You’ll need
a plan with real
actions, a Digital
Agenda, a
roadmap for the
future
68. Digital Transformation Modeling
Spot and understand
the dynamics of
digital disruption
Analyse the impact
on your industry and
business
Create a future vision
and a transformation
strategy
Create a Digital
Agenda that gets you
there.
69. It’s no longer about digital, it’s about business
Corporate
(comm)
Strategy
Digital Strategy
Company
Strategy
Digital
World
70. From ... ... to
The Business
Digital (at
the sideline)
Digital in
the core
71. From ... ... to
The Business
Digital (at
the sideline)
The Business
Digital (at
the sideline)
72. ... to
The Business
Digital (at
the sideline)
Digital in
the core
The Business
Digital (at
the sideline)
Digital in
the core
Digital in
the core
Digital in
the core
From ...
73. Create your own Digital Transformation vision and plan1
Create Digital Leadership2
Innovate in the right place(s)3
Build the Transformation Fleet4
Change the culture5Sold in over 30 countries
74. “If you can't understand the new
world of digital, fire yourself.
Build an executive team that is
digital-first (when problems arise,
the first solution is always digital).
Make sure there is a techie on the
board of directors. If the board
has a low digital IQ, the company
will have a low digital IQ”
George Colony
CEO Forrester Research
So, where are you?
How digital is your
company?
Digital Leadership
77. The ideal situation
CEO
Ideally your
CEO is the
digital lead
Unfortunately
she/he is
probably not.
CIO COO CbsOSalesMkt
Is the CIO the
digital lead?
Is the CMO the
digital lead?
79. Create your own Digital Transformation vision and plan1
Create Digital Leadership2
Innovate in the right place(s)3
Build the Transformation Fleet4
Change the culture5Sold in over 30 countries
80. The Classics The Converted The Digital The Ruptured
Traditional model
Traditional channels
Traditional models
Digital channels
New business models
Digital channels
Everything new
Incumbents (you) Challengers (them)
81. Different types of innovation
The Factory The Guesthouse The Garage
Incremental innovation Change projects Breakthrough innovation
82. Create your own Digital Transformation vision and plan1
Create Digital Leadership2
Innovate in the right place(s)3
Build the Transformation Fleet4
Change the culture5Sold in over 30 countries
83. Digital Transformation Fleet
?Are you the captain of a rigid
(sinking) ship
Are you the commander in chief of
a fleet that changes the world?
(no, this is NOT Captain Iglo, it’s Edward Smith from the Titanic)
85. Create your own Digital Transformation vision and plan1
Create Digital Leadership2
Innovate in the right place(s)3
Build the Transformation Fleet4
Change the culture5Sold in over 30 countries
94. @jcaudron
Disruption is real, deal with it!
Disruption
Modeling
Transformation
1. Disruption is
happening anyway, often
without your knowing…
95. @jcaudron
Disruption is real, deal with it!
Disruption
Modeling
Transformation
2. There are
methods to
understand the
impact and plan
for the future
96. @jcaudron
Disruption is real, deal with it!
Disruption
Modeling
Transformation3. You can take transformation in your own
hands, but you will have to start NOW, in
order to stay in the drivers seat!