Using Digital Influence to Sell More Natural Products

Using Digital Influence
to Sell More Natural
Products
By Bill Bishop
Chief Architect, Brick Meets Click
Presented @ ExpoEast 2014
Published at brickmeetsclick.com – November 25, 2014
We help our clients drive growth where traditional and digital
food retail converge.

Struggling to
do it all
NOV 2014 2
My local health food store …
©2014 BRICK MEETS CLICK

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Objective of this presentation
How digital is changing the ways:
• people buy
• retailers sell
5 ways you can leverage digital influence to
win more business

What does digital influence create?
Open, lower cost access to more customers
and a larger market
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> Emphasize what makes the product special
> Then identify the best way to spread the word
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Digital influence is
shaped by the way
suppliers look at their
business

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Old ways don’t work as well
Broadcast
Narrowcast

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Path to Purchase Changes
Step 1 – Discovering/Learning
Step 2 – Evaluating/Comparing
Step 3 – Planning (search & locate)
Step 4 – Purchasing & Receiving
Step 5 – Reacting Post Purchase

The personalized, fragmented market means
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 Customers are empowered
 Mobile is key
 New opportunities arise
 New challenges need to be managed

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More
Info
Greater
Choice
Increased
Buying
Power
1. The Empowered Customer
Takeaway
Growing expectations and desire to connect

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2. Mobile, Mobile, Mobile
Two roles
Part of Omnichannel
experience & driver of
ecommerce
Webrooming
Can drive in-store
purchases too
Online purchases
Today - tablets;
Tomorrow - smart
phones

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3. New Opportunities
You can sell before you buy
Opens more paths to market

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4. New Challenges
• Infosation
• More competitors
• Greater complexity

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For Food Retailers
More is better: Customer satisfaction
increases w/ # of digital connections

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For Suppliers
More touch points = more work

Digital/tech tools
have the greatest
impact on the
discovery phase
Takeaway
Shoppers expect manufacturers and producers to have
great content online*
*GMA report The Digital Future
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For Suppliers
More touch points mean more opportunity

How is the game changing?
You now have greater access to shoppers who are
creating their own personal supply chains.
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What is best for me to buy?
Based on ingredients, dietary concerns,
allergens, etc.
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Based on price

Based on other customer recommendations
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Who should I buy it from?
Familiar vs New

How do I like to shop?
In-store vs. online vs. as entertainment
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Who will get the products into my house?
Me, or can I outsource that job to
someone else?
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All these choices -
Encourage shoppers
to look harder for
exactly what they
want
Takeaway
This creates the need for more personalization

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Take advantage of digital to:
> Keep relevant to current customers so you’ll
encourage them to buy more
> Attract new business from the competition
5 ACTION STEPS for
unlocking the potential

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ACTION STEP: #1 2 3 4 5
Think customer solutions

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STEP 1 Think Customer Solutions
A. Solution selling
Offering "solutions" by combing
complementary items (a.k.a.
bundling) is a powerful way to:
> Increase transaction size
> Drives sales for both online and
brick and mortar retailers

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B. Create subscription systems
As we shift from transactional
to relationship-based shopper
communication, expect that
subscription service models
will play a bigger role.
Depending on your product, also think auto
replenishment to make it easier for the customer

C. Identify ways to make your value
proposition more attractive
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Examples - think “outside the box”

D. Build more online dialogue & community
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Listen and respond to your customers

STEP: # 2 3 4 5
Tell more stories
Your story, a customer’s story, an employee’s
story, or a product’s story
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31
STEP: # 3 4 5
Put mobile into everything you do
Searches, email, websites, online ordering, etc.
NOV 2014

STEP: # 4 5
Test & learn
Fail faster as a way to more quickly adapt >>>
Reduces the risk of innovation
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STEP: # 5
Plan for ecommerce growth
7%
Percentage of total grocery dollars

3 things to consider in building your plan
• How to bring your product to market?
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7%
Great content
• Where you initiate the transaction?
Amazon, other marketplace, or yourself
• Who will complete the transaction?
You, or outsource that function

Apple’s announcement on September 9, 2014
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Things are still evolving
7%

Moving forward
Digital gives you the power to reinvent
Focus on the customer
– not the competition
Don’t let it become
more important than the
human connection
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Brick Meets Click
We help clients drive growth where traditional and digital food
retail converge.
We also host a commercial-free forum on the future of shopping
and retail at our website.
NOV 2014 37
Visit us at brickmeetsclick.com
Follow on: Twitter, LinkedIn, Google+ and/or Facebook

Using Digital Influence to Sell More Natural Products

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