MARCOM OWNED EXPERIENCE STRATEGY<br />May 25, 2011<br />MTKG 540: Advertising and Promotions<br />Stephanie, Manuela, Alis...
The Challenge<br />Form a coherent, integrated digital strategy that: <br />Promotes growth<br />Communicates Whole Foods’...
Current MarCom Snapshot<br />
Whole Foods is...<br />4<br />4<br />
Comprehensive Website<br />5<br />5<br />
Mobile Strategy<br /><ul><li>Recipes
Store locator
Nutrition info
Shopping list</li></ul>6<br />6<br />
Integrated Social Media<br />72,162 views, 421 uploads and 2,358 subscribers<br />Real employees, Supplier stories, Recipe...
Email Marketing<br />8<br />8<br />
SEO Strategy<br />9<br />9<br />
Community Giving<br />10<br />10<br />
Music Discovery & Film Festivals<br />11<br />11<br />
Partnership with Top Chef<br />12<br />12<br />
Social Media<br />13<br />13<br />
Evaluating Current Tactics<br />Strengths<br /><ul><li>Extensive and appropriate use of digital media
Deliberate and specific targeting
Consistent messaging</li></ul>Weaknesses<br /><ul><li>No comprehensive platform or program to pull together the variety of...
Inability to link online efforts with purchase behavior and revenue</li></ul>14<br />14<br />
The Strategy<br />
Whole Foodies Membership Program<br />Loyalty + Online Membership Program<br /><ul><li>Links online activities to actual i...
Unites existing digital activities and magnifies their value</li></ul>Not a discount card<br />16<br />16<br />
Tying it all Together<br />17<br />17<br />
Membership Program: Features<br />Track all purchases & provide recommendations <br />based on individuals’ preferences<br...
Nutrition analysis – “Healthy Shopping”
Social responsibility analysis – “Responsible Shopping”</li></ul>18<br />18<br />
Membership Program: Features<br />Opt out of paper receipts<br />19<br />19<br />
Membership Program: Features<br />Personalized meal planning<br />20<br />20<br />
Membership Program: Features<br />Integrate with existing features – shopping lists, recipes, etc.<br />21<br />21<br />
Membership Program: Features<br />Local events and promotions updates based on “preferred store” settings<br />22<br />22<...
Membership Program: Features<br />Contribution to social media, blogs, and forums – encourage communication<br />23<br />2...
Whole Foods Shopper Segments<br />EXPEDIENTS<br />EPICURIANS<br />EXPERIENTIALS<br />EMBRACERS<br />CORGANICS<br />CONSCIO...
Messaging Concept<br />We care about what you care about: <br />healthy, sustainable, and delicious food that fits your li...
Promoting the Program<br /><ul><li>60% of customers hear about membership programs in-store
Utilize existing channels to promote program:
In-store displays
Cashiers explain program
Email newsletters
Website banners
Social media</li></ul>Whole Foodies<br />26<br />26<br />
Promoting the Program<br />Digital Receipts<br />Opt out of paper receipts and help reduce waste<br />Weekly Ad<br />Sign ...
Program Goals<br />#1. To communicate Whole Foods’ unique brand and selling proposition<br />28<br />28<br />
Program Goals<br />#2. To advance Whole Foods’ repositioning: Back to Basics<br />29<br />29<br />
Program Goals<br />#3. To promote growth and drive revenue<br />30<br />30<br />
Upcoming SlideShare
Loading in …5
×

Whole Foods: Marcom Owned Experience Strategy

1,815 views

Published on

Proposal to integrate Whole Foods' online and in-store marketing experiences.

1 Comment
1 Like
Statistics
Notes
  • Fantastic presentation!
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
No Downloads
Views
Total views
1,815
On SlideShare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
95
Comments
1
Likes
1
Embeds 0
No embeds

No notes for slide

Whole Foods: Marcom Owned Experience Strategy

  1. 1. MARCOM OWNED EXPERIENCE STRATEGY<br />May 25, 2011<br />MTKG 540: Advertising and Promotions<br />Stephanie, Manuela, Alissa, Suma, and Heather<br />
  2. 2. The Challenge<br />Form a coherent, integrated digital strategy that: <br />Promotes growth<br />Communicates Whole Foods’ unique selling proposition <br />Advances the company’s repositioning<br />1<br />2<br />3<br />2<br />2<br />
  3. 3. Current MarCom Snapshot<br />
  4. 4. Whole Foods is...<br />4<br />4<br />
  5. 5. Comprehensive Website<br />5<br />5<br />
  6. 6. Mobile Strategy<br /><ul><li>Recipes
  7. 7. Store locator
  8. 8. Nutrition info
  9. 9. Shopping list</li></ul>6<br />6<br />
  10. 10. Integrated Social Media<br />72,162 views, 421 uploads and 2,358 subscribers<br />Real employees, Supplier stories, Recipes.<br />300+ niche accounts: global updates (corporate), topical tweets (cheese, wine and beer, recipes), metro areas (13 major cities), and individual stores (298 as of 5/1)<br />Recipes, contests, health tips and company news, 567,657 likes. 250+ individual store fan pages focus on community events, sample times, vendor partnerships, special pricing and ticket sales for local events of interest<br />8,348 items and 174 sets<br />7<br />7<br />
  11. 11. Email Marketing<br />8<br />8<br />
  12. 12. SEO Strategy<br />9<br />9<br />
  13. 13. Community Giving<br />10<br />10<br />
  14. 14. Music Discovery & Film Festivals<br />11<br />11<br />
  15. 15. Partnership with Top Chef<br />12<br />12<br />
  16. 16. Social Media<br />13<br />13<br />
  17. 17. Evaluating Current Tactics<br />Strengths<br /><ul><li>Extensive and appropriate use of digital media
  18. 18. Deliberate and specific targeting
  19. 19. Consistent messaging</li></ul>Weaknesses<br /><ul><li>No comprehensive platform or program to pull together the variety of digital tactics
  20. 20. Inability to link online efforts with purchase behavior and revenue</li></ul>14<br />14<br />
  21. 21. The Strategy<br />
  22. 22. Whole Foodies Membership Program<br />Loyalty + Online Membership Program<br /><ul><li>Links online activities to actual in-store purchases
  23. 23. Unites existing digital activities and magnifies their value</li></ul>Not a discount card<br />16<br />16<br />
  24. 24. Tying it all Together<br />17<br />17<br />
  25. 25. Membership Program: Features<br />Track all purchases & provide recommendations <br />based on individuals’ preferences<br /><ul><li>Budget analysis – “Smart Shopping”
  26. 26. Nutrition analysis – “Healthy Shopping”
  27. 27. Social responsibility analysis – “Responsible Shopping”</li></ul>18<br />18<br />
  28. 28. Membership Program: Features<br />Opt out of paper receipts<br />19<br />19<br />
  29. 29. Membership Program: Features<br />Personalized meal planning<br />20<br />20<br />
  30. 30. Membership Program: Features<br />Integrate with existing features – shopping lists, recipes, etc.<br />21<br />21<br />
  31. 31. Membership Program: Features<br />Local events and promotions updates based on “preferred store” settings<br />22<br />22<br />
  32. 32. Membership Program: Features<br />Contribution to social media, blogs, and forums – encourage communication<br />23<br />23<br />
  33. 33. Whole Foods Shopper Segments<br />EXPEDIENTS<br />EPICURIANS<br />EXPERIENTIALS<br />EMBRACERS<br />CORGANICS<br />CONSCIONABLES<br />Slide from Natural Marketing Institute’s Whole Foods Shopper Segmentation Study, February 2007<br />
  34. 34. Messaging Concept<br />We care about what you care about: <br />healthy, sustainable, and delicious food that fits your lifestyle and your budget.<br />Sign up for a Whole Foodies membership online or in stores—we’ll provide the tools you need to achieve your goals.<br />25<br />25<br />
  35. 35. Promoting the Program<br /><ul><li>60% of customers hear about membership programs in-store
  36. 36. Utilize existing channels to promote program:
  37. 37. In-store displays
  38. 38. Cashiers explain program
  39. 39. Email newsletters
  40. 40. Website banners
  41. 41. Social media</li></ul>Whole Foodies<br />26<br />26<br />
  42. 42. Promoting the Program<br />Digital Receipts<br />Opt out of paper receipts and help reduce waste<br />Weekly Ad<br />Sign up to receive your weekly ad by email<br />Nutrition & Sustainability <br />Track what you eat and where it came from.<br />Budgeting<br />Track your Whole Foods purchases.<br />Shopping Lists <br />Create and save your shopping lists<br />Local Events & Specials<br />See what’s happening at your Whole Foods store<br />27<br />27<br />
  43. 43. Program Goals<br />#1. To communicate Whole Foods’ unique brand and selling proposition<br />28<br />28<br />
  44. 44. Program Goals<br />#2. To advance Whole Foods’ repositioning: Back to Basics<br />29<br />29<br />
  45. 45. Program Goals<br />#3. To promote growth and drive revenue<br />30<br />30<br />
  46. 46. Key Performance Indicators<br />Track all metrics daily and analyze and review trends weekly. Create Customer Evangelists to provide regular feedback and employ a Loyalty Manager to convert those to strategic recommendations. Track on P/L.<br />31<br />31<br />
  47. 47. Program Budget<br />Conservative Forecasts For Revenue Increases <br /><ul><li>5% for increased basket size
  48. 48. 2% for increased trip frequency
  49. 49. 1% for realized synergies
  50. 50. Just under 0.05% for new customer acquisition
  51. 51. 0.05% for increased customer retention</li></ul>Total: 9% revenue increase<br />32<br />32<br />
  52. 52. Alternatives<br />
  53. 53. Option 1: Pickup<br />34<br />34<br />
  54. 54. Option 2: Delivery<br />35<br />35<br />
  55. 55. Option 3: Educational Kiosks<br />36<br />36<br />
  56. 56. Option 4: CSA Partnerships<br />37<br />37<br />
  57. 57. Conclusion<br /><ul><li>All have been done in limited locations
  58. 58. Not scalable across stores
  59. 59. Additional tactics, not a strategy </li></ul>vs. <br />Whole Foodies Membership Program<br />38<br />38<br />
  60. 60. Why Razorfish?<br />
  61. 61. Technology in Sync<br /><ul><li>Analytics
  62. 62. Technology Architecture & Development
  63. 63. Email & CRM (Atlas)
  64. 64. Advertising & Branding
  65. 65. Interaction Design
  66. 66. Social Influence Marketing
  67. 67. Search Marketing</li></ul>40<br />40<br />40<br />
  68. 68. Questions and Discussion<br />
  69. 69. Appendix – Exhibits<br />42<br />42<br />
  70. 70. WFM Shopper Segmentation Summary Descriptors<br />(% of all WFM Shoppers)<br />Slide from Natural Marketing Institute’s Whole Foods Shopper Segmentation Study, February 2007<br />
  71. 71. Each Segment Offers Unique Marketing Opportunities<br />EXPEDIENTS:<br />Regular “stop & shop” consumers…merchandise regularly used grocery items and prepared foods for increased sales. Opportunity to market store brand and value priced grocery items – they are least tolerant of prices.<br />EPICURIANS:<br />Specialty/gourmet are core purchases. Continually offer new, unique products with emphasis on gourmet food experiences.<br />EXPERIENTIALS:<br />Want to shop in an inspiring & distinctive environment for new, unique and interesting foods. Keep store and products innovative and fresh to maintain interest.<br />EMBRACERS:<br />Largest segment, shop for many diverse reasons. Opportunities to increase sales across multiple areas and various product categories.<br />CONSCIONABLES:<br />Core WFM Shopper. Continue to appeal to their inherent values and WFM’s traditional product offerings, especially natural/organic, locally-sourced, basic grocery items (including store brands). Personal care and supplements also offer opportunities.<br />CORGANICS:<br />Healthy living, pure food, organics are key drivers for this group. Stress WFM’s commitment to these issues. Opp’y for grocery items, frozen foods, PC, supplements.<br />Slide from Natural Marketing Institute’s Whole Foods Shopper Segmentation Study, February 2007<br />

×