Post on 13-Mar-2020
Top Performances in EcommerceTop CPG Performances in 2015
tim.wilson@1010data.com
@timwilson1000
ECOMMERCE VISIBILITY= DIFFERENTIATOR
HOW TO APPROACH ACHIEVING VISIBILITY
REAL WORLD EXAMPLES
ECOMMERCE VISIBILITY= DIFFERENTIATOR
BENEFITS OF A MULTI-SOURCE DATA APPROACH
REAL WORLD EXAMPLES
What Do These Athletes Have in Common?
Wayne Gretzky Joe Montana Serena Williams
How Do You Get a Clear Line of Vision in a Rapidly Changing Retail Environment?
Mobile PersonalizationPredictive Analytics
Subscription Services
32%
11%
39%
23%
-13%
42%
18% 17%
33%29%
71%
-20%
0%
20%
40%
60%
80%
Electronics Clothing Home Sports Books Health Beauty VideoGames
Toys Office Pet
Fastest Growing Online Categories
Source: 1010data Consumer Purchase Panel
ECOMMERCE VISIBILITY= DIFFERENTIATOR
HOW TO APPROACH ACHIEVING VISIBILITY
REAL WORLD EXAMPLES
Step One: Identify the Key Questions That Matter Most To Your Business
What share of the shopper wallet do I have
compared to competitors?
How’s my business performing with online
shoppers?
Which regions are seeing high-growth in commercial building
development?
What are major economic trends
affecting my industry?
What is the shopper online path to purchase?
Where are customers spending when they’re not spending with me?
Step Two: Map The Data To Answer Your Business Questions
Credit Card Transactions Online & In-app Purchases Building Permits
Anonymous credit transaction data from 5MM U.S. and 1.3MM Canadian consumers updated daily
Anonymous item-level detail on online and mobile application purchases from 2.9MM U.S. consumers updated weekly
Residential and Commercial building permit and project line
item detail for jurisdictions updated daily
Sector Indices
Major US sector level indices useful for early reads on Macro inflections, sourced from 5MM U.S. consumers updated daily.
Online Transactions (Coming Soon)
Anonymous item)-level detail about online clickstream
purchases from 4MM U.S. consumers updated daily
Debit Card Transactions
Anonymous credit transaction data from 4.5MM U.S. consumers updated daily
What share of the shopper wallet do I have compared to competitors?
How’s my business performing with online shoppers?
Which regions are seeing high-growth in commercial building development?
What are major economic trends affecting my industry?
What is the shopper online path to purchase?
Where are customers spending when they’re not spending with me?
Weather
US Census
Credit/Debit Transactions
E-receipts
Ecom Insights
Building Permits
1st Party Data
Powered by 1010data’s cloud-based platform
companies can combinemulti-sourced data,
blend data at the user level and help
enterprises of any size and complexity unify
their data sources
Step Three: Blend, Match, and Combine Data To Create a Holistic, Multi-Source View of Your Business
Public Data
ECOMMERCE VISIBILITY= DIFFERENTIATOR
BENEFITS OF A MULTI-SOURCE DATA APPROACH
REAL WORLD EXAMPLES
CPG GROWTH OUTPACES TOTAL ECOMMERCE GROWTH
Source: 1010data Consumer Purchase Panel 01/01/15- 12/31/15
31.9%
42.4%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Total Ecom CPG
CPG vs Total E-Com Growth 2015 YOY U.S.CPG vs Total E-Com Growth 2015 YoY US
Top 10 CPG Categories in YoY Online Growth
85%
75% 74%71% 68% 68% 66%
63% 63% 61% 60%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Top 10 CPG Categories YOY Ecom Growth U.S.
Source: 1010data Consumer Purchase Panel 01/01/15- 12/31/15
Top 10 CPG Categories YoY Ecom Growth US
Top 10 CPG Categories in YoY Online Growth
85%
75% 74%71% 68% 68% 66%
63% 63% 61% 60%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Top 10 CPG Categories YOY Ecom Growth U.S.
Source: 1010data Consumer Purchase Panel 01/01/15- 12/31/15
Top 10 CPG Categories YoY Ecom Growth US – Largest Brands ($)
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$800
$700
$600
$500
$400
$300
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$100
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Largest CPG Categories in $ Sales Online
Source: 1010data Consumer Purchase Panel 01/01/15- 12/31/15
Largest CPG Categories in $ Sales Online US 2015
$800
$700
$600
$500
$400
$300
$200
$100
$0
Largest CPG Categories in $ Sales Online
Source: 1010data Consumer Purchase Panel 01/01/15- 12/31/15
Largest CPG Categories in $ Sales Online US 2015B
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Largest CPG Brands in $ Sales Online
Pampers OptimumNutrition
Wellness Hill's PetNutrition
Clinique Huggies Blue Buffalo QuestNutrition
Taste Of TheWild
Purina Sephora
Source: 1010data Consumer Purchase Panel 01/01/15- 12/31/15
Largest CPG Brands in $ Online 2015 US
$160
$140
$120
$100
$80
$60
$40
$20
$0
Fastest Growing Online Brands +$20M Sales
Source: 1010data Consumer Purchase Panel 01/01/15- 12/31/15
0%
20%
40%
60%
80%
100%
120%
140%
Dove Hill's PetNutrition
Purina Nature'sVariety
San FranciscoBay Coffee
Kind Taste Of TheWild
Huggies QuestNutrition
Gillette
Top 10 Fastest Growing Online Brands $20M+ Sales US 2015
Fastest Growing Online Brands +$5M Sales
Source: 1010data Consumer Purchase Panel 01/01/15- 12/31/15
Fastest Growing Brands Online $5M+ Sales U.S. 2015
DISRUPTIVE BUSINESS MODELS- AMAZON
Amazon Disrupting the Speaker Market
Source: 1010data Consumer Purchase Panel 01/01/15- 12/31/15
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
Amazon Bose Sonos Logitech Jawbone JBL Sony
2015 Total Speaker Sales Share of $
1182%
4.60%
-7.80%
6.80%
51.00%
43.90%
-23.10%
55%
$ Growth
Year over Year Change in Share of Speaker Sales Online
All Speakers
Sony
JBL
Jawbone
Logitech
Sonos
Bose
Amazon
Amazon Disrupting the ________ (HH Battery) Market
Source: 1010data Consumer Purchase Panel 01/01/15- 12/31/15
Amazon Disrupting the ________ Market
Source: 1010data Consumer Purchase Panel 01/01/15- 12/31/15
How Effective Is Subscribe N’ Save?
$63 $58
$39 $37
$22 $12
$205
$175
$112
$97
$72
$46
$-
$50
$100
$150
$200
$250
Health Grocery Baby Home Pet Beauty
Mill
ion
s
2014
2015
+ 228% + 225% + 277%+ 200% + 188% + 162%
Top Selling Categories in Amazon Subscribe & Save2014 vs. 2015
In 2015, Chewy’srevenue
approached
$500M, and
will double in
2016
Retailer Spotlight
Source: 1010data Consumer Purchase Panel
Amazon Subscribe & Save would be a Top 25 Online
Retailer on its own
Top 10 Brands on Amazon Subscribe & Save
1) Pampers
2) Huggies
3) Hill's Pet Nutrition
4) Wellness
5) Cottonelle
6) Quilted Northern
7) Kind
8) Gillette
9) Garden Of Life
10) Sparkle
Source: 1010data Consumer Purchase Panel
Top 10 Amazon Dash Buttons
1) Tide
2) Bounty
3) Cottonelle
4) Glad
5) Gatorade
6) Finish Dishwasher Detgnt
7) Amazon Elements – Baby Wipes
8) Kraft Macaroni & Cheese
9) Clorox Wipes
10) Smartwater
Source: 1010data Consumer Purchase Panel
Share of Amazon Dash Buttons Sold
Source: 1010data Consumer Purchase Panel 2016
Share of Amazon Dash Buttons Sold
Each Holiday, Amazon Gains Share Against WMT
Source: 1010data Consumer Purchase Panel 2016
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
2012 Q12012 Q22012 Q32012 Q42013 Q12013 Q22013 Q32013 Q42014 Q12014 Q22014 Q32014 Q42015 Q12015 Q22015 Q32015 Q42016 Q1
Retail Dollar Share Trending - USD $
WMT
AMZN
TGT
CVS
WAG
DISRUPTIVE BUSINESS MODELS- FOOD DELIVERY
Disruptive Business Models-Food Delivery
Online food delivery has grown approximately 40%
in 2015 vs. 2014 in both total number of orders and
in total dollars spent.
0.0%
2.0%
4.0%
6.0%
8.0%
10.0%
12.0%
14.0%
16.0%
18.0%
20.0%
Source: 1010data Consumer Purchase Panel January 2015 to December 2015
Food Delivery Market Share in 2015Total Dollars
How Big Are The Orders?
Service Order SizePostmates $33.24Doordash $28.77
Caviar $27.26Eat24 $24.19
Munchery $22.79Grubhub $22.01Pizza Hut $21.60Seamless $20.78
Delivery.com $20.22Wingstop $19.98
Papa John's $18.45Domino's Pizza $17.34Panera Bread $14.31Jimmy John's $12.76
All $16.92
Source: 1010data Consumer Purchase Panel
PROMOTIONAL OPPORTUNITIES
Understanding The Online Market Basket
Oreo Double Stuf SandwichCookie
Pop-Tarts, Frosted Brown SugarCinnamon
Sunshine Cheez-It OriginalBaked Snack Crackers
Chef Boyardee Ravioli, Beef
Quaker Chewy Granola Bars,Variety Pack
Shoppers of
Strawberry Pop-Tarts have the highest purchase
affinity with
Oreos (Double Stuf)
Source: 1010data Consumer Purchase Panel
Oreo Double Stuf Cookies
Honey Nut Cheerios
Jif Creamy Peanut Butter
Nature Valley Peanut Butter Bars
Planters Honey Roasted Peanuts
Heinz Tomato Ketchup
Charmin Ultra Soft Toilet Paper
Nutella Basket Affinity Index
Cross-Merchandising Opportunities through Basket Affinity Analysis
Increased % of Oreo shoppers purchasing Nutella
from 5% to the industry
average 15%, which
equated to $3M incremental revenue
Source: 1010data Consumer Purchase Panel
What Should Retailers and Brands Do?
• SEE THE FIELD: Look both inside and outside your 4 walls
• ANTICIPATE NEEDS: How can you be more convenient?
• RESPOND QUICKLY: Invest in flexible solutions
Thank You
Questions?