La conoscenza del cliente vince sempre
17
La conoscenza del cliente vince sempre What does the future look like? Michela Giacomini and David Ciancio dunnhumby
Transcript of La conoscenza del cliente vince sempre
La conoscenza del
cliente vince sempre
What does the future look like?
Michela Giacomini and David Ciancio
dunnhumby
2 © dunnhumby 2015 | Confidential
What we do
3 © dunnhumby 2015 | Confidential
We can cover a wide variety of capabilities
DATA
SCIENCE
CUSTOMER
STRATEGY
CUSTOMER ENGAGEMENT
CHANNEL AND
FORMATSMERCHANDISE AND
CATEGORY
MANAGEMENT
Customer
Loyalty
dunnhumby
BAR
Shopper
Thoughts
Sandtable Media
CentreSociomantic Campaign
Management
BzzAgent
Scoring
Engine
Customer Strategy &
Change
Connected
Insights
Store
Layout
Multichannel
Proposition
Local
Tailoring
CRM
Inventory
& Stock
Management
Category
Leadership
Price &
Promotion
Assortment,
Display,
and New
Product
Launch
Clickstream
Insights
Space
Optimiser
Store
Reporting
PriceStratShop LaunchPad
Shelf
Review
Promotions
Analytics
Retail
Heartbeat
Software-led Tools
Propositions
CapabilitiesReal-time
Decision
Engine
Advocacy
Marketing
Shopper
Marketing
Programmatic
Display
Digital
Marketing
Media
Partnerships
4 © dunnhumby 2015 | Confidential
Data gives voice to 700m shoppers in 34 countries
Our global partner network links retailers from around the world to
actively discuss best practice and innovation
5 © dunnhumby 2015 | Confidential
What these shoppers are telling us
Retailers are not earning loyalty… …neither are brands
There are sizeable opportunities for growth The shopping trip has changed forever
27.0%
49.5%
19.9%
All Customers Loyal Non Loyal
© dunnhumby 2015 | Confidential6
The new normal isn’t
• Customers’ lives have
been transformed by
technology
• Shopping trips are
more complex, diverse
and unpredictable
• Competitors are
adapting, new
competitors are
emerging fast
7 © dunnhumby 2015 | Confidential
The very definition of ‘store’ is changing
0.2 sq ft
superstore express online mobile
1 sq ft5,000 sq ft
100,000 sq ft
drive local, walk @ home in pocket
8 © dunnhumby 2015 | Confidential
The shopping trip is increasingly complex
who
out of
store
remind
me
sales &
events
easy
rewards
no stress
respond
make me
look good
inspire
creativity
options
recognize
help
in-store
surprises
Multichannel Shop Ecosystem v2.0
information
help
same
time
new
ideals
flexibility
connection
inspiration
select
good
choice
feel
welcome
feel
supported
surprise
savings
suggestions
unexpected
rewards
save time
fix
problems
appreciate
me
flexibility
discover buy
reward
loyalty
exceptional
service
suggest
ideas
ask my
opinion
reflect
appeal
flexibility
shop
best
prices
interesting
range
save time
inform
flexibility
celebrate
savings
redeem
rewards
what
services
products
rewards
when
day of
week
time of
day
time of
year
occasion
online
offline
how
lifestyle
lifestage mission
needs
segment
interests
behavior
where
fun
surprise
connect
simplify
curateeducate
delight
surprise
deals
selection
suggestions
new
productsinform
me
reward
comment
easy
search
9 © dunnhumby 2015 | Confidential
10 © dunnhumby 2015 | Confidential
Media
Weather
Recipes
Clickstream
Pharmacy
Product Attributes
Payment
Location
New derived “dna”
Ratings
what
I buy
What I
See /
Hear
Who I Know /
Influences
How I
Decide
My Needs /
Preferences
What I LIke
Who I Am
Where
I Am
How I Shop
What I Buy
Creating a 360̊ view of the connected Customer
11 © dunnhumby 2015 | Confidential
New analyses and tools to personalise the experience
My
search
My
inspirationsMy
usuals
My
prices
My
recipes
My tips &
information
My
promotionsMy
offers
My
games
My
advertising
My
recommendations
STORE
E MAIL
MOBILE
WEBSITE
CLICK &
COLLECT
CATALOGUE
12 © dunnhumby 2015 | Confidential
Loyalty Drivers: understand what drives sales growth according to Customers
• Combine qualitative and quantitative
research with behavioural analysis
• Quantify and prioritize value / sales drivers
•What matters most to Customers, and what
they are willing to trade off
•Customer needs and mind-sets; drivers of
their loyalty
ACTIVATEUNDERSTAND
13 © dunnhumby 2015 | Confidential
STEP: understanding loyalty beyond just spending
+1 item
+1 channel+1 product
group
+1 positive
tweet
+1 visit
+1
occasion
shop
+1 trial
+1
category
+1 own
brand
product
+1 bzz
campaign
+1 lifestage
+1 like
+1 share
+1 survey
+1 app
download
+1 opt-in
+1 event
join
+1 family
member
+1 product
review
+1 browse
+1 survey
response
Increased
Loyalty
Decreased
Loyalty
-1 opt-in
-1 app
download
-1 lifestage -1 event
-1 coupon
-1 survey
-1 positive
tweet
-1 positive
feedback
-1 coupon
redeemed
-1 own-label
product
-1 category
14 © dunnhumby 2015 | Confidential
Sandtable: a new predictive science of shopping
• Changing attitudes toward health will
impact categories and brands, specifically
beverage
• Consumers will make different choices on
different brands and sub-categories, e.g.
Diet CSDs or Fruit Juices
• New promotions will be required to
compensate for changes driven by
changes in attitudes towards health
A ‘sugar tax’ on CSD is being contemplated in
the UK
EXAMPLE
ACTION
15 © dunnhumby 2015 | Confidential
New media tools and networks are required, too
16 © dunnhumby 2015 | Confidential
Summary: how tools have changed, and how we can forecast loyalty
We must personalise in order to
win Customer loyalty
New media networks and tools are
needed
We must understand a full 360̊
view of the connected customer
How she thinks, feels, and does;
measure Spend, Talk, Engage,
Prefer
New science and capabilities are
today required for growth in the
multichannel world
Customers’ lives have been
transformed by technology
Shopping trips are more complex,
diverse and unpredictable
