A presentation by Coca-Cola Enterprises Belgium, Delhaize and BD myShopi (http://www.myShopi.com) about a beacon based mobile marketing pilot project in the supermarket.
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Belgian beacon pilot in the supermarket - Coca-Cola Enterprises - Delhaize - BD myShopi project - 2014
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Marketing Plans 2015
Proximity marketing in retail through
beacon technology
Partnership of
Beacon Marketing Seminar - San Marco Village 23 September 2014
Toon Coppens – Strategic manager digital at BD myShopi
Veerle Lauwers – Senior manager digital shopper marketing at Coca-Cola Enterprises
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Video • Text
3. 1st beacon test in the food distribution in BEMarketing A coming together of 3 parties eager to continuously innovate on
shopper marketing :
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Innovation in our DNA
5. Who are we? Marketing Plans 2015
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6. Who are we? Marketing Plans 2015
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7. Who are we? Marketing Plans 2015
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8. Who are we? Marketing Plans 2015
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How we define
“digital”
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1. Online Shopping 2. Digital Shopper Marketing
Pre-Shop Shop Post-Shop
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• Constant innovation to be closer to the consumer is already
128 years part of the Coca-Cola DNA.
• Good “retailer-supplier” collaboration and strong
partnerships are crucial.
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Also in the digital space we want to learn how new technologies
can be an added value in the shopper journey.
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Drive to innovate continuously and to test new
technologies is part of the DNA of Delhaize.
Continuous improvement of the experience of the customers
inside the shops by :
• being as relevant as possible in the interactions with the
shoppers
• enabling the consumer to profit from promotions and to be
well informed
• simplifying the life of the consumers while shopping
14. myShopi: from a mobile shopping list app in 2Mar0ket1ing 1Pla…ns Click to edit Master text styles
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15. To a full promo & shopping platform in 2014:
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1. Save 2. Facilitate 3. Inspire
Shop info & opening hours
Online discount codes
Shopping list
Printable coupons
Online Cashback coupons
Cashback saving actions
Recipes
Digital loyalty cards
Digital Leaflets
16. Part of BD myShopi: omni-channel activationMarketing platform for retail & FMCG
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4.3m households weekly
500k app downloads BE
4m app downloads WW
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Cashback coupons?
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Cashback coupon redemption rates? 4.1%
2.7%
9.2%
6.4%
11.6%
23.3%
8.3%
50%
100%
1 + 1 Free
1 - 2€
2€+
-0,99 €
Other
Average redemption rate per promo type
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Gender
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myShopi app user? Female
55%
Male 45%
*Reference Belgian population:
Female – 51% / Male: - 49%
Language
French
48%
Dutch 52%
*Reference Belgian population:
Dutch – 60% / French - 40%
Age
6%
11%
*Reference Belgian population
78%
15%
53%
36%
< 25 y
25 - 54 y
+ 55 y
32%
28%
18%
25 - 34 y
35 - 44 y
45 - 54 y
20. Nielsen regions
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myShopi app user? 24%
30%
9%
19%
18%
31%
12%
13%
20%
Oost + West
Vlaanderen
Antwerpen, Vlaams
Brabant, Limburg
Brussel/Bruxelles
Brabant-Wallon,
Hainaut
Liège, Namur,
Luxembourg
*Reference Belgian population
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What’s in it for
the shopper
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Deliver them an unique experience
Make their lives more easy by delivering them personalized
offers via the channel they prefer, at the right time.
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• The smartphone has become a Shopping companion.
• 1 out of 2 Belgians (18-45 yr) has a smartphone and 69% of
European shoppers expect personalized offers via this channel
(IGD)
• Beacon technology enables proximity marketing nearby
and in the supermarket.
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The hunt for coupons by shoppers is over, we ensure they
receive the right offer at the most relevant time.
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The shopper remains in the driving seat
• Install the application
• Allow notification
• Accept localization
• Sound on
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Drivers for the pilot
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1) Evaluate the added value of proximity marketing to
• Remind shoppers outside the store about interesting
promotions
• Drive traffic to the soft drink isle
• Generate impulse
2) Test the feasibility of the beacon technology in a retail
environment
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• Check technical feasibility of the project
T
H
E
O
R
Y
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• Check marketing funnel
?
Shops
Bluetooth
Latest OS
App notifications
Latest release
myShopi app
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• Validate Consumer feedback on privacy worries
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August /September 2014
• 9 Delhaize supermarkets
• 2 Beacons per store
1. Outside on the parking lot/ at entrance
2. In the soft drinks isle
• Outside message :
Remind people of volume promotion
-> Take shopping cart
• Inside message :
Break the routine trip through the store
-> unique promotion @soft drink isle
Test
Test
Test
Test
Test
Test
Test
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September/October 2014
• 6 Proxy Delhaize supermarkets
• 1 Beacon per store – inside @ Daily fresh counter
• Drive impulse via combo deal
Test
Test
Test
Test
Test
Test
Test
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What’s next
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What’s next
1. Tests ongoing in Proxy Delhaize
2. Evaluate
• Quantitative
• Qualitative -> Consumer surveys
3. Further tests for personalized promotions
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Toon Coppens Toon@myshopi.com @me_toon
Veerle Lauwers VLauwers@cokecce.com @talking_circle
Editor's Notes
Les temps évoluent et nos habitudes évoluent avec
Les temps évoluent et nos habitudes évoluent avec
Before I start my story I would like to give a little background about Coca-Cola and how we are organised.In fact, if we talk about Coca-Cola as a company, we talk about 2 companies. even more if w… but.
On one side there is Coca-Cola Company. Who, as the global brand owner, is responsible for the consumer marketing.
A typical example which returns every year is the Christmas campaign.
Managing the Facebook fanpage with over 65m fans for example is also part of their responsibilities.
Digital as marketing tool to engage consumers
Digital as a sales channel and a marketing tool to influence shoppers
Als we over Coca-Cola als bedrijf spreken in België, dan spreken we eigenlijk over 2 bedrijven.
Enerzijds is er Coca-Cola Company die wereldwijd als merkeigenaar instaat voor de consumentenmarketing. Een mooi voorbeeld is uiteraard de kerstcampagne maar ook het beheer van de facebook pagina met meer dan 60m fans hoort daarbij.
Company telt een goede 250 werknemers in België & Luxemburg
Daarnaast heb je Coca-Cola Enterprises die instaat voor productie, distributie en verkoop van niet-alcoholische dranken – namelijk volgende 17 merken
2500 werknemers in Belux
Before I start my story I would like to give a little background about Coca-Cola and how we are organised.In fact, if we talk about Coca-Cola as a company, we talk about 2 companies. even more if w… but.
On one side there is Coca-Cola Company. Who, as the global brand owner, is responsible for the consumer marketing.
A typical example which returns every year is the Christmas campaign.
Managing the Facebook fanpage with over 65m fans for example is also part of their responsibilities.
Digital as marketing tool to engage consumers
Digital as a sales channel and a marketing tool to influence shoppers
Als we over Coca-Cola als bedrijf spreken in België, dan spreken we eigenlijk over 2 bedrijven.
Enerzijds is er Coca-Cola Company die wereldwijd als merkeigenaar instaat voor de consumentenmarketing. Een mooi voorbeeld is uiteraard de kerstcampagne maar ook het beheer van de facebook pagina met meer dan 60m fans hoort daarbij.
Company telt een goede 250 werknemers in België & Luxemburg
Daarnaast heb je Coca-Cola Enterprises die instaat voor productie, distributie en verkoop van niet-alcoholische dranken – namelijk volgende 17 merken
2500 werknemers in Belux
Before I start my story I would like to give a little background about Coca-Cola and how we are organised.In fact, if we talk about Coca-Cola as a company, we talk about 2 companies. even more if w… but.
On one side there is Coca-Cola Company. Who, as the global brand owner, is responsible for the consumer marketing.
A typical example which returns every year is the Christmas campaign.
Managing the Facebook fanpage with over 65m fans for example is also part of their responsibilities.
Digital as marketing tool to engage consumers
Digital as a sales channel and a marketing tool to influence shoppers
Als we over Coca-Cola als bedrijf spreken in België, dan spreken we eigenlijk over 2 bedrijven.
Enerzijds is er Coca-Cola Company die wereldwijd als merkeigenaar instaat voor de consumentenmarketing. Een mooi voorbeeld is uiteraard de kerstcampagne maar ook het beheer van de facebook pagina met meer dan 60m fans hoort daarbij.
Company telt een goede 250 werknemers in België & Luxemburg
Daarnaast heb je Coca-Cola Enterprises die instaat voor productie, distributie en verkoop van niet-alcoholische dranken – namelijk volgende 17 merken
2500 werknemers in Belux
Simply said, in the Coke system, Coca-Cola Company makes sure that people fall in love with the brands and Coca-Cola Enterprises make sure that people can buy & consume them.
Eerst en vooral zijn we gaan kijken hoe we nu Digital binnen de Sales & Marketing organisatie gaan beschrijven.
Ik focus daarbij op 2 segmenten. Enerzijds e-Commerce / Online shopping en anderzijds Digital shopper marketing
Mijn verhaal gaat nu ook verder in deze 2 hoofdstukken te beginnen met Online Shopping…
Ons doel daarbij is om online de categorie sneller te laten groeien.
We zijn dus overtuigd in (groeiend) belang van online shopping in willen dus gaan leren door te testen…