dunnhumby and Metro Canada - Digital Personalization and Client Strategy
description
Transcript of dunnhumby and Metro Canada - Digital Personalization and Client Strategy
Digital Personalisation and Client StrategyMetro, Inc. - Canada
Gino Plevano & Sophie Schwartz
#rdvducatman@sophieschwartz
December 11th 2013, Paris
Agenda
2
Metro Canada & dunnhumby
Bringing the Concept to Reality• Customer Personalisation Strategy
« I get more of what I want »• Digital For a New Customer Experience• Multi-Channel Power to Omni-Channel
Summary
How Canada is viewed by Canadians ?
3
http://www.youtube.com/watch?v=G9uGaw-sKLE
Canadian Grocery MarketTotal Market$83 billions
4
Quebec and Ontario63%
Total CDN Grocery Spend
WestCanada 31% Ontario 38% Quebec 25% Canada Atlantics 6%
Source: Nielsen MarketTrack
Metro Inc.
718 stores 65,000 employees 15 distribution centersSales 12 billion CAD (8,5 billion EUR)
5
358 conventional supermarkets
6
201 soft discounts
7
New Premium Concepts
8
7 ethnic supermarkets ethniques
152 pharmacies
9
10
dunnhumby is the world’s
leading customer science
company
CategoryManagement
We analyze data and apply insights
from more than 400 million customers
across the globe to create better
customer experiences and build loyalty.
We analyze 230 million baskets per
week, across the globe. That’s 1.3
billion items per week.
Our insights and strategic
process help clients create
competitive advantage
and enjoy sustained
growth
A Global Leader
dunnhumby and metro Canada, partners since 2009
A unprecedented partnership in CanadaJoint Venture 50% Metro Inc, 50% dunnhumby ltd.
3 offices : Montreal– Toronto – Gurgaon
We help Metro Inc make better customer-centric business decisions across its 4 banners, conventional and discounts.
11
12
13
MarketingLifestyles and Customers SegmentationsCustomers Strategies, Priorisation, ROI
Client StrategyTargeted Acquisition and Loyalty23% of loyal customers = 63% revenues
Category managementTools and collaborative processes in place with suppliers on all category drivers :
Assortment – Promo Evaluation – LaunchPad –Merchandising Decision Tree - Price – Category Healthcheck
Personalisationcreate a personalised experience for Metro’s customers across all channels, connecting with them before, during and after they shop, in a meaningful way to win their loyalty 13
CUSTOMER PERSONALISATION STRATEGY
14
« I get more of what I want »
15
It’s more than loyalty, personnalisation, digital
Customer focus,in all workplans !
Customer
Board
Procurement, Category
Management….
Supply Chain
Store Operations
•Governance model•Customer loyalty dashboard•Budgets integration
•Dashboards •Availability• Inventory
•Customer store reports•5 promises training •Newsletter
•Training•Steering committee 3 weeks
•New tools
16
Our Approach
17
Building long-term relationship through their life cycle.
To shop in our stores and encourage them to come back.
To better understand our customers and inform our business decisions.
Increase Metro’s brand value
+ + =
Attract & engage customers
Reward our customers
Make better business decisions with data
Increase the average basket & frequency
Metro loyalty schemesQuebec: 40% of householdsOntario: 75% members of a coalition loyalty scheme, 45% Metro shoppers
17
18
Building Customer Relationship
Our daily challenge = deliver a personalised retail experience for 3 million customers
For each customer, identify preferences to deliver a relevant offering 20
Digital Grows Loyalty
21
Occasional online customers
Online engaged customers
Source dunnhumby Canada, online customers analyses and segmentations
LOYALTY Metro online customers are members of
Metro loyalty schemes
1
2
3
DIGITAL FOR A NEW CUSTOMER EXPERIENCE
22
PLAN
SHOP
CONSUME
RESEARCH
TRIGGER
TRIG
GE
R
TRIG
GER
COMPARE& FILTER
CREATELIST
ENTERSTORE
PAY, SAVE& GET
REWARDS
SEEK
BROWSE
DISCOVER
UNPACK &ORGANIZE
ASSESS
PLANMEAL
PREPARE
COOK
EAT
REVIEW& SHARE
CONSUMERJOURNEY
23
24
METRO.CA NEWSLETTER FACEBOOK MOBILE
* comScore, June 2013
An Integrated Eco-System
24
Most popular grocer page in Canada
Québec: 250 000 fans Ontario :100 000 fans
Most popular grocer site in Canada
Re-launched in Sept ‘13700 000 unique visitors*
2 millions visits
450 000 subscribers Launched in Sept ’13
More than 2.5M contacts every month (growing fast)
New Metro.ca
http://www.youtube.com/watch?v=lzT-vtH_OgI
25
4 Key Success Factors to deliver online« I get more of what I want »
Customer Language
One view of Customer
On-Offline Transactional Strategy
Content Marketing Strategy
26
$
Customer Language : embedded in data model
Cereals
Kellogg’s
Coco PopsBreakfast
Grocery
In store: Online:
27
EMOTIONS
VALUE
CHOICECONVENIENCEVALUE
PREFERENCES TASTES
CONVENIENCE
VALUE
One view of Customer, recognizable at individual level
28
29
On-Offline Transactional Strategy$
“Every week, I get My New Personalized Coupons”
7 Million customersand more
30
31
SophieWeek of December 12th
GinoWeek of December 12th
“What do we eat today ? Metro proposes me recipes that meet my preferences.”
4,500recipes
32
Content Marketing Strategy
33
30% Canadians browse on the web to find ideas for their grocery shopping
In the US, 80% of mothers, Who are most often the household decision maker too, find their recipes in the web.
34
FOODIES
GENERIC
MULTI-CHANNEL POWER TO OMNI-CHANNEL
35
Evolution of Customers Contact Points
Customer Strategy Launch - Metro loyalty
programme
Personalized Direct Mail Communications• Personalized
Coupons• Reward
Vouchers
Personalized Direct Mail Campaigns- Best Customer
Mailing- CPG’s Brands
Mailing- Local Marketing
Digital Communications • Personalized
coupons every week
• Customer Weekly Menu
• E-mailed offers
36
Offers and channels coordination per customer
One single customer view
MQM
The Power of Multi-Channel Personnalisation
FrequencyX3 to x6
BasketX1,6 to x2
37
Source : dunnhumby Canada
Summary
Think big and move forward in an agile mode
It’s not about the technology
No lifelong online customer : work on retention and acquisition
Personnalisation is the starting point to an enriched web experience
Change management for the whole organization
Digital is about continuous improvements
38