ECR_demand_brussels_forum_trends

Tuesday, April 26, 2011

ECR Europe Forim 2011Brussels, April, 5-6

Supply Chain

Enabling Technologies

Sustainability

Business Strategies

Shopper

The world is changing

Economic squeeze

Aging population

Growing urbanization

Nonrenewable resourses

Shortage of sweet water

Natural catastrophe

Digital era

Recession and the consequences

Emerging markets

Protection of environment

Sustainability

Product waste

New generation

Focus on the shopper

What Tuesday, April 26, 2011

They really have a choise

Each shopper is special

TREND 1

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.

What is the "Journey" about?

Inside the mind of the shopper (video)

The ECR Europe C&S Journey Project puts these pillars in place

3 Components of the project

TREND 2

DIGITAL

Mobile commerce - New ECR working group in Europe. Scope and objectives

Technology and Consumers are meeting

Technology

Technology Consumers

Fast smart phone growth

• Smart phone penetration in most developed markets set to be over 50% in 2011

Technology

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)

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

Smartphones as a shopping tool (1)• Consumers are starting to use their mobile phones to compare prices,

get coupons and access product information

Smartphones as a shopping tool (2)• In UK, 36% of consumers use smart phones to access product

information

Smartphones as a shopping 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.

Smartphones

Internet-enabled

PersonalPowerful

Shoppers look for trusted

• 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.

Brand applicationsBrand data

ECR applications powered by Brands

Search Engines Wiki websites (contributions

from shoppers)

Independent applications dedicated to

shoppers

Data controlled by brand owners vs. data aggregators

Challenges for Retailer and 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…)

Objective is to build 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

iCat - B2B, B2G… B2C!

What is joint trusted

Key concept: Consumers access to trusted product information or related services via their mobile phone

Consumer/Product -> Mobile phone -> Brand/Retailer

Joint trusted source: an application for mobile commerce

Coupons

THE USER PRESENTS THE COUPON IN THE POS

B2B2C : Examples of 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.

Product with a barcode

Manufacturers brand owners

Smartphone user with a ScanApp

Product with a barcode – On-Pack

1 User scans barcode on product via Scan App. (Barcoo)

2 Product data of different data sources are not accurate and authentic

4 Authentic source of B2C data from manufacturer - product / brand owner

IAP - Barcoo barcode Scan-Service/App

Scan App (IAP) provides data from different data sources and displays information concerning to the service features on the Scan App

Different data-sources

Data source-1Data source-2Data source-3---

Product dataDB

Move from here…

Product with a barcode

GS1 MobileCom infrastructure

Manufacturer Product Data

Smartphone user with a ScanApp

Product with a barcode – On-Pack

1 2 ECR provides standardized API´s for transmitting product data, data profile (attributes) and content formats

4 Brand owner & manufacturer stores saves product data in own data warehouse and operates own systems

IAP - Barcoo barcode Scan-Service/App

Scan App (IAP) provides data from different data sources but additionally information from the manufacturer

Product data in own data warehouse / system

User scans barcode on product via SanApp. (Barcoo)

…. to the Joint Trusted Source approach

DBDBECR operates, runs a central neutral database

Worldwide Experimentation

Australia: Allergen Checker

Malaysia: Halal Certification

Hong Kong: Product Info for Organic Food

France: Product Info

US/Canada: Product Info / Market Innovation

Colombia: Product Info / Coupons

Switzerland: Product Info

UK: Consumer Research and Product Info

Germany: Consumer Research

TREND 3

Female

Proprietary and Confidential.

70 – 80%Women: The Engine of the Global

Consumer Economy

Women Buy on Behalf of Everybody

Husband/PartnerHerself

Children

FriendsParents &Family

Business

Gender is the most powerful determinant of

how we look at the world

CONSUMERS70-80%

MANUFACTURERS

& RETAILERS90%+

The Gender Gap in Busines

Register now!

ECR_demand_brussels_forum_trends

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