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ECR_demand_brussels_forum_trends
The document discusses trends affecting the retail industry, including digital technologies, sustainability, and the role of women consumers. It notes that shoppers now have more choices thanks to mobile commerce and access to product information through their smartphones. New working groups are exploring how to provide trusted product data to mobile applications. The "Journey" approach aims to better understand shoppers' paths to purchase. Future opportunities include experimenting with providing product information and promotions directly to consumers through their mobile devices.
ECR_demand_brussels_forum_trends
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- 2. ECR Europe Forim2011 Brussels, April, 5-6 Tuesday, April 26, 2011
- 3. Supply Chain Enabling Technologies Sustainability Business Strategies Shopper & Tuesday, April 26, 2011
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- 5. The world ischanging Tuesday, April 26, 2011
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- 8. Economic squeeze Tuesday, April26, 2011
- 9. Aging population Tuesday, April26, 2011
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- 12. Shortage of sweetwater Tuesday, April 26, 2011
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- 14. Digital era Tuesday, April26, 2011
- 15. Recession and theconsequences Tuesday, April 26, 2011
- 16. Emerging markets Tuesday, April26, 2011
- 17. Protection of environment Tuesday,April 26, 2011
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- 19. Product waste Tuesday, April26, 2011
- 20. New generation Tuesday, April26, 2011
- 21. Focus on theshopper What Tuesday, April 26, 2011
- 22. They really havea choise Tuesday, April 26, 2011
- 23. Each shopper isspecial Tuesday, April 26, 2011
- 24. TREND 1 Tuesday, April26, 2011
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- 28. What is the"Journey" about? It is an innovative, globally leading-edge, collaborative approach to a better understanding of the path to consumption and purchase, connecting • category management • shopper marketing • producing superior • practical solutions that meet the needs of specific target shoppers. It is a pragmatic process, relevant to any size and sophistication of business, which has been built with participation from many of Europe’s leading retailers and suppliers. Tuesday, April 26, 2011
- 29. The ECR EuropeC&S Journey Project puts these pillars in place Inside the mind of the shopper (video) Tuesday, April 26, 2011
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- 31. 3 Components ofthe project Tuesday, April 26, 2011
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- 33. TREND 2 Tuesday, April26, 2011
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- 35. Mobile commerce -New ECR working group in Europe. Scope and objectives Tuesday, April 26, 2011
- 36. Technology and Consumersare meeting Tuesday, April 26, 2011
- 37. Technology and Consumersare meeting Technology Tuesday, April 26, 2011
- 38. Technology and Consumersare meeting Technology Consumers Tuesday, April 26, 2011
- 39. Fast smart phonegrowth • Smart phone penetration in most developed markets set to be over 50% in 2011 gy lo hno Tec Tuesday, April 26, 2011
- 40. Market Trends • Mobile Phone penetration = 100%,over 50% of mobile phones are internet ready • Increase of internet mobile users (approx 25% to 30% use daily internet on mobile phones) Tuesday, April 26, 2011
- 41. Industry Trends • Brand owners and retailers are finding new ways to interact with consumers • Many retailer apps now available – The Tesco app allows shoppers to scan product bar codes to automatically order products online – The Ahold app allows shoppers to create shopping lists and sort them based on the walking route in the store of their choice • Brand owners are using web and mobile platforms to attract customers and build loyalty • Product information (anytime/anywhere) is a powerful concept but trusted product information not easily available to consumers Tuesday, April 26, 2011
- 42. Smartphones as ashopping tool (1) • Consumers are starting to use their mobile phones to compare prices, get coupons and access product information Tuesday, April 26, 2011
- 43. Smartphones as ashopping tool (2) • In UK, 36% of consumers use smart phones to access product information Tuesday, April 26, 2011
- 44. Smartphones as ashopping tool (3) • 56% consumers express a need for information linked to health/ wellbeing or ethical/ environment concerns • 31% consumers express a need for logistical information such as location in store, price and inventory status. Tuesday, April 26, 2011
- 45. Smartphones Internet-enabled Powerful Personal Tuesday, April 26, 2011
- 46. Shoppers look fortrusted • According to the last ECR Survey, lack of accurate and trustworthy product data has a significant impact on shoppers and consumers. – 50% of consumers claimed that they needed an accurate description and image to feel confident that the product is the right one. – 34% of consumers won’t buy the product at all without confidence in the data. Tuesday, April 26, 2011
- 47. Data controlled bybrand owners vs. data aggregators Search Engines Wiki websites Independent (contributions applications Vs. from shoppers) dedicated to shoppers Brand applications ECR applications Brand data powered by Brands Tuesday, April 26, 2011
- 48. Challenges for Retailerand Manufacturer • Shopper/Consumer are getting incomplete and partly wrong product information • Scan App Providers are forced to integrate different data sources • Brand owners have no ownership and no influence on the presentation of their products. They are losing control over their product data • Data aggregators allow all kinds of comparisons and transparency between products (A is cheaper than B, C is fatter than D, E is healthier than F, G is greener than H, etc…) Tuesday, April 26, 2011
- 49. Objective is tobuild up an authentic source of data • Define a better way to protect brands/ trademarks with a trusted source of data • Shopper/Consumer are getting valid information for the respective product • Scan App. providers are developing a standardized interface to get valid product data • Brand owners are communicating product data from there own data warehouse – recover data ownership Tuesday, April 26, 2011
- 50. iCat - B2B,B2G… B2C! Tuesday, April 26, 2011
- 51. What is jointtrusted Consumer/Product -> Mobile phone -> Brand/Retailer Key concept: Consumers access to trusted product information or related services via their mobile phone Tuesday, April 26, 2011
- 52. Joint trusted source:an application for mobile commerce Tuesday, April 26, 2011
- 53. Coupons THE USER PRESENTS THE COUPON IN THE POS Tuesday, April 26, 2011
- 54. B2B2C : Examplesof available information Smartphone applications examples : • Goggles: Shopper takes a picture of a product or a logo with his smart phone and gets the product description. • Reclasser: Shopper scans barcodes with his smart phone and can compare prices, can find in stores nearby the item, can check food allergens. • GoodGuide: Shopper scans the barcode of the product and immediately sees detailed ratings for health, environment and social responsibility for more than 50,000 products and companies. On the Internet (and soon on smart phones) : • Google shopping: Enter a product name and the search engine provides you prices, where to buy, product descriptions, consumers rating. Tuesday, April 26, 2011
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- 56. Move from here… 1 Product with a 2 User scans barcode 3 Scan App (IAP) provides data from 4 Product data of 5 Authentic source of B2C barcode – On-Pack on product via Scan different data sources and displays different data sources data from manufacturer App. (Barcoo) information concerning to the are not accurate and - product / brand owner service features on the Scan App authentic Product with a Smartphone user with IAP - Barcoo barcode Different data- Manufacturers barcode a ScanApp Scan-Service/App sources brand owners DS Data source-1 DS Data source-2 DS Data source-3 --- Product data DB Tuesday, April 26, 2011
- 57. …. to theJoint Trusted Source approach 1 Product with a 2 User scans barcode 3 Scan App (IAP) provides 4 ECR provides standardized 5 Brand owner & barcode – On-Pack on product via data from different data API´s for transmitting manufacturer stores SanApp. (Barcoo) sources but additionally product data, data profile saves product data in information from the (attributes) and content own data warehouse and manufacturer formats operates own systems Product with a Smartphone user IAP - Barcoo barcode GS1 MobileCom Manufacturer barcode with a ScanApp Scan-Service/App infrastructure Product Data Product data in own data warehouse / system ECR operates, runs a DB DB central neutral database Tuesday, April 26, 2011
- 58. Worldwide Experimentation UK: Consumer Research and Product Info Germany: Consumer France: Product Info Research Switzerland: Product Info US/Canada: Product Info / Market Innovation Hong Kong: Product Info for Organic Food Malaysia: Halal Certification Colombia: Product Info / Coupons Australia: Allergen Checker Tuesday, April 26, 2011
- 59. TREND 3 Tuesday, April26, 2011
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- 61. Women: The Engineof the Global Consumer Economy 70 – 80% Copyright 2011 Female Factor Corporation. Proprietary and Confidential. Copyright 2011 Female Factor Corporation. Proprietary and Confidential. Tuesday, April 26, 2011
- 62. Women Buy onBehalf of Everybody Herself Husband/Partner Busines Children s Parents & Copyright 2011 Female Factor Friends Family Corporation. Proprietary and Confidential. Copyright 2011 Female Factor Corporation. Proprietary and Confidential. Tuesday, April 26, 2011
- 63. Gender is themost powerful determinant of how we look at the world Copyright 2011 Female Factor Corporation. Proprietary and Confidential. Copyright 2011 Female Factor Corporation. Proprietary and Confidential. Tuesday, April 26, 2011
- 64. The CONSUMERS Gender MANUFACTURER 70-80% Gap in S Busines & RETAILERS 90%+ s Copyright 2011 Female Factor Corporation. Proprietary and Confidential. Copyright 2011 Female Factor Corporation. Proprietary and Confidential. Tuesday, April 26, 2011
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- 66. Register now! Tuesday, April26, 2011
- 67. Register now! Tuesday, April26, 2011