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.

1. Digital Transformation
Food & Retail
February 2016
jo.caudron@duvalunion.com / @jcaudron / +32 475 43 80 98

2. @jcaudron
A story about
Transformation
Sold in 35
countries!

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

4. @jcaudron

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?

6. Digital disruption is real.
Expect a smack in the face…

7. who is your…

8. Where did the
money go?

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
…

10. @jcaudron
What can we learn?

11. Lack of
understanding
creates fear

12. Putting things in a frame creates
insights

13. • What can we learn?

14. Impact on
Food & Retail?

15. Consumer
Retail Media
(Food)
Brands

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

18. The Glass House
Transparency
Accountability
Proximity
Responsiveness
Bi-directional
Humanization
Authenticity

19. 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

30. Bypassing
Bypassing
Virtualization
Fragmentation of
touchpoints
The Frog

31. Bypassing
Bypassing
Virtualization
Fragmentation of
touchpoints
The Frog

32. Bypassing
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

36. New gatekeepers
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…

39. Oops…

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

41. The Traveller
PLACE OnlinePoS
Hybrid
Omnichannel
(digital entering PoS)
(all functions go digital too)
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.

47. CollaborationThe Participant
Community
Gamification
Collaboration
The power of the crowd
Sharing economy

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

54. Amazon DashThe Cyborg
Internet of Things
Wearables
Quantified self
Robotics
Data
Monitoring

55. Internet of ThingsThe Cyborg
Internet of Things
Wearables
Quantified self
Robotics
Data
Monitoring
Smart water bottle with mobile app & reminders

56. 3D printed foodThe Cyborg
Internet of Things
Wearables
Quantified self
Robotics
Data
Monitoring
Amazon files patent for 3D printing delivery trucks

57. Big dataThe 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

61. So, did this
scare you
or inspire
you?

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

65. You’ll need to understand
disruption its impact

66. You’ll need a strong
vision on your
future

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

75. The ideal situation
CEO
Ideally your
CEO is the
digital lead
CIO COO CbsOSalesMkt

76. This is
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?

78. Sales
Marketing&Communication
Service&Support
HR
(Digital)Technology
PR&ExternalCommun.
R&D&Enterprise2.0
Digital Business Models
Are you locked-up in your vertical silo’s or can you
create transversal business change?
Sales
Marketing&Communication
Service&Support
HR
DigitalTechnology
PR&ExternalCommun.
R&D&Enterprise2.0

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)

84. You’ll need
balance
between your
traditional
strengths and
real innovations
Traditional
revenue steams
new revenue
steams

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

86. @jcaudron
1.
The customer always decides

87. @jcaudron
2.
All things you do
must start from a
superior
experience

88. @jcaudron
3.
From now on, you
are an agile and
flexible company

89. @jcaudron
4.
You live in a world of
uncertainty

90. @jcaudron
5.
Offense or Defense?

91. @jcaudron
6.
Don’t be afraid to cannibalize
your own business

92. @jcaudron
7.
Never, ever, disrespect
new or small players

93. 7 Key Take-Aways

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!

97. @jcaudron
4. You’ll need digital
leadership throughout
the entire organization

98. @jcaudron
5. You will need to embrace new
culture, policies, rules, methodologies,
technology, processes, attitude, …

99. @jcaudron
6. You’re no longer too big to fail …

100. 7. you make your own choices!

101. So, what does your
future look like? Thank you!
jo.caudron@duvalunion.com
@jcaudron
00 32 475 43 80 98

102. Digital Transformation
Food & Retail
February 2016
jo.caudron@duvalunion.com / @jcaudron / +32 475 43 80 98