ECR_demand_brussels_forum_trends

ECR Europe Forim 2011
Brussels, April, 5-6

Tuesday, April 26, 2011

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

They really have a choise


Each shopper is special


TREND 1


What is the "Journey" about?
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.

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

Inside the mind of the shopper (video)


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

gy
lo
hno
Tec

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


• In UK, 36% of consumers use smart phones to access product
information



• 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

Powerful
Personal


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.


Data controlled by brand owners
vs. data aggregators

Search Engines Wiki websites Independent
(contributions applications

Vs. from shoppers) dedicated to
shoppers

Brand applications ECR applications
Brand data powered by Brands


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

Consumer/Product -> Mobile phone ->
Brand/Retailer
Key concept: Consumers access to trusted
product information or related services via
their mobile phone


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.


Move from here…
1 Product with a 2 User scans barcode 3 Scan App (IAP) provides data from 4 Product data of 5 Authentic source of B2C
barcode – On-Pack on product via Scan different data sources and displays different data sources data from manufacturer
App. (Barcoo) information concerning to the are not accurate and - product / brand owner
service features on the Scan App authentic

Product with a Smartphone user with IAP - Barcoo barcode Different data- Manufacturers
barcode a ScanApp Scan-Service/App sources brand owners

DS
Data source-1
DS
Data source-2
DS Data source-3
---
Product data
DB


…. to the Joint Trusted Source
approach
1 Product with a 2 User scans barcode 3 Scan App (IAP) provides 4 ECR provides standardized 5 Brand owner &
barcode – On-Pack on product via data from different data API´s for transmitting manufacturer stores
SanApp. (Barcoo) sources but additionally product data, data proﬁle saves product data in
information from the (attributes) and content own data warehouse and
manufacturer formats operates own systems

Product with a Smartphone user IAP - Barcoo barcode GS1 MobileCom Manufacturer
barcode with a ScanApp Scan-Service/App infrastructure Product Data

Product data in own data
warehouse / system

ECR operates, runs a DB DB
central neutral database


Worldwide Experimentation

UK: Consumer Research and
Product Info

Germany: Consumer
France: Product Info
Research

Switzerland: Product Info
US/Canada: Product Info /
Market Innovation
Hong Kong: Product Info for
Organic Food
Malaysia: Halal Certiﬁcation
Colombia: Product Info /
Coupons
Australia: Allergen Checker


TREND 3


Female


Women: The Engine of the Global
Consumer Economy

70 – 80%
Copyright 2011 Female Factor
Corporation.
Proprietary and Confidential.

Copyright 2011 Female Factor Corporation.


Women Buy on Behalf of Everybody

Herself Husband/Partner

Busines Children
s

Parents & Copyright 2011 Female Factor
Friends
Family Corporation.



Gender is the most powerful determinant
of
how we look at the world

Corporation.



The
CONSUMERS Gender MANUFACTURER
70-80% Gap in S
Busines & RETAILERS
90%+
s
Corporation.



Register now!


ECR_demand_brussels_forum_trends

Recomendados

Recomendados

Más contenido relacionado

Destacado

Destacado (8)

Similar a ECR_demand_brussels_forum_trends

Similar a ECR_demand_brussels_forum_trends (20)

Más de ECR Community

Más de ECR Community (20)

ECR_demand_brussels_forum_trends