in & Consumer Journeys - SMA Belgium...A ground-breaking mechanism to measure success! (AB Inbev)...
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Experts in Shopper Marketing & Consumer Journeys www.hashting.com
Transcript of in & Consumer Journeys - SMA Belgium...A ground-breaking mechanism to measure success! (AB Inbev)...
Experts
in
Shopper Marketing
& Consumer Journeys
www.hashting.com
A ground-breaking mechanism to measure success!
(AB Inbev)
Explore the unexplored! Expect the unexpected!
(Coca-Cola)
One of the most disruptive innovations I’ve seen in my job
(Vlaio)
This is thé solution for enhancing promo efficiency!
(Nutricia)
+50 Brands
15 countries
10 verticales
Some
clients
AGENDA_
1. PROMO PARADOX
2. ADVERTISING PARADOX
3. COUPONING PARADOX
4. HASHTING
5. RECOMMENDATIONS
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PROBLEM_
for marketing
& sales
#Advertising Paradox
#Promo Paradox
#Couponing Paradox
PROMOPARADOX PART 1
“Nearly 3 out of every 4 shoppers say
they are strongly influenced by promotions”
#hungry for promo
Nielsen, ‘L’évolution des techniques promotionnelles à l’heure de la guerre des promotions’, Forum LSA, June 2016
Seeing the
same
promo
mechanics
since ages
make
people
PROMO
BLIND_
“over the last five years major food retailers have stepped up
their promotional pressure by nearly 65%”
#where’s the limit?
Source: LSA, ‘La pression promotionnelle atteindrait un plafond’, May 2017
“average promo discount almost doubled
in just a short period of time”
#where’s the limit?
Source: Nielsen, ‘L’évolution des techniques promotionnelles à l’heure de la guerre des promotions’, Forum LSA, June 2016
Is this the new normal?
PROBLEM_
for marketing
& sales
(mass retail)
In nearly 60% of cases the cost of a promotional campaign
is higher than the additional net revenue generated
THE ADVERSE
EFFECT OF
PROMOTIONS_
CANNIBALISM
DEVALUATION OF BRAND IMAGE
CUSTOMER LOYALTY IN DECLINE
PROMO ANTICIPATION
DECREASING REFERENCE PRICE
BARGAIN HUNTING
DECREASING SATISFACTION
STOCK UP EFFECT
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“If you want loyalty
… get a dog!”
Brands want to recruit new users
through promotions
but end up sponsering loyal
customers
THE
LOYALTY
TRAP_
? ?
? ?PROBLEM_
for
marketing
& sales
@OUT OF HOME
ON THE GO
GREY CHANNEL
INDEPENDENT
SPECIALTY
“OTHER”
To break the
promo paradox,
brands need to
connect with
their target
group in a retail
environment.
ADVERTISING PARADOX PART 2
“Knowing the path(s) to purchase is winning the battle”
#which media touchpoints are crucial?
#what’s the conversion power per medium?
Touchpoints_Touchpoint analysis is important …
but what’s it worth
if you don’t know how they are connected?
New product
discovery_
“A consumer promotion is not the end of a sales cycle,
it’s the beginning of a new journey”
#Hashting
TV/PRINT/RADIO
SOCIAL/ONLINE
PARTNER MEDIA
PROMO TEAM
EVENTS
WEBSITE
CRM
SOCIAL
PR & INFLUENCERS
AMBASSADORS
RECOMMENDERS
CONNECTMedia Channel
MISSING LINK_MOST BRANDS CROSS CHANNELS,
WHAT IF YOU COULD DESIGN THE PERFECT CONSUMER JOURNEY?
P
AI
D
O
WN
E
D
E
AR
N
E
D
CONVERTSales Channel
ENGAGELevel
MASS RETAIL
BRAND STORE
INDEPENDENT
ONLINE
TRADE SHOW
OTHER
MECHANIC
DIRECT DISCOUNT
CASH BACK
WIN ACTION
WoM DISCOUNT
DIG. SAMPLING
LOYALTY PROGRAM
UPSELL
CROSS SELL
RATE & REVIEW
LOYALTY
UGC
SHARE DISCOUNT
To break the
advertising
paradox,
brands need to
close the loop
between
media
and retail
COUPONING PARADOXPART 3
“New technologies and the systematic use of data can achieve
the holy grail of promotions:
offering the right promotion on the right product
to the right person at the right time”
#Personalization
#Targeting
#Relevancy
DIGITAL
COUPONING
PREMATURE_US = n°2 market for couponing
only 1,3% of coupons distributed are digital
12% of redemption is purely digital
Source: couponosaurus.com
WORLD
CHAMPION_
Belgium #4 in coupon use
1/3 Belgian don’t use coupons
Belgians are the record holders in terms of
coupon redemption! mobile couponing is still extremely small
MIND THE GAP_
while in a store more
than 75% of
consumers and 93%
of millennials use
mobile to look for
coupons and
discounts
9% of retailers
offer mobile
coupons, specials
and promotions
Source: couponosaurus.com
MIND THE GAP_
Very few promotions
are targeted!
81% of online consumers want promotions
targeted to their preferences
43% of consumers agreed that they would
exchange personal data with companies to
save money through personalized promotions,
discounts or deals
44% of shoppers want brands to personalize
coupons based on location.
APP
AVERSION_
Brands and retailers see apps as solution Very low interest from consumers in apps
2017
“Did you know that one-quarter of just-installed apps
are wiped in 10 minutes
with another 32 % within one hour,
and 38 % within one day”
#the app graveyard
Source: e-marketer 2018
GRANDDADDY
PROOF_
KEY SUCCESS
FACTOR FOR
MOBILE
COUPONING
Mobile CouponingREVOLUTION
SAAS platform for CPG companies & retailers
to manage & fulfill all digital couponing programs
# cash back rewards
# direct discount coupons
# retail sampling
# loyalty programs
# in-store sales advisory app
# instant win mechanics
TRY IT_
“ Hashting is the missing link
to create unique 4P connections in real-time”
Product
Publicity
POS
Person
# seamless consumer interface(SMS, Whatsapp, Messenger, WeChat,… Hashting app)
# clean-data providing superior insights(real-time unique connections between brand-shop-consumer-publicity)
# in any retail environment (mass/modern retail, traditional/independent retail, grey channel, OOH,…)
# patented solution
“Finally, a CRM platform for CPG companies to connect touchpoints in the consumer journey
and to manage relations with shops + shoppers”
#Hashting
Recommendations
PART 5
RECO_
“BE A GOOD LOVER”
YOU ARE SEXYBUT YOU ARE NOT GOD !
INSTANT REWARDS
20-30% DISCOUNT / MULTPLE OF 5€(1+2 IS THE NEW STANDARD)
STAND OUT IN POS
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RECO_
“LESS IS MORE”
DYNAMIC SHOPS
70-30% RULE
CUT THE WASTE
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RECO_
“MONEY TALKS”
FOCUS ON CONSUMER’S POCKETS
DON’T OVERESTIMATE THE ENGAGEMENT OF SHOP PERSONNEL AND SALES REPS
INCENTIVATE ON RESULTS
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RECO_
“ONE-SIZE FITS ALL”
DIFFERENTIATE ACCORDING TO
… SHOP TYPES… MEDIA
…TARGET GROUPS… DRIVE-TO-STORE IN-STORE
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RECO_
“TEST & LEARN”
SET CLEAR OBJECTIVES & KPI
DON’T ASSUME
A/B/C TESTING
CLOSE FOLLOW-UP
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Bart [email protected]
+32 478 310 749
Bart Baeyens [email protected]
+32 485 514 749
Karl De [email protected]
+32 478 310 749
