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Reaching & Understanding Consumers In A Digital World
Francis Nicholas Group Digital Director, Nomad Foods Europe 7th March 2017
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Reaching & Understanding Consumers In A Digital World Francis - - PowerPoint PPT Presentation
Reaching & Understanding Consumers In A Digital World Francis - - PowerPoint PPT Presentation
Reaching & Understanding Consumers In A Digital World Francis Nicholas Group Digital Director, Nomad Foods Europe 7 th March 2017 1 #1 Frozen Food position in Europe #1 player In 9 markets 2 Looking at the Omnichannel World A
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- Looking at the Omnichannel World
- A focus on the eCommerce Channel
- The Birds Eye Approach
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Looking at the Omnichannel World
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The World Is Changing
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The World Is Changing
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Device Proliferation Is Exploding, Allowing New Solutions To Emerge
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Source: Deloitte
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Household Retail Spend by Sector
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Food and Grocery Non Food
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Complex Non Food Last Mile Solutions Are Increasingly Transferring to Food & Drink
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We See The Same Happening In Food & Grocery
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£1.00 + £0.39 = £1.39
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We All See That New Sales Channels Are Emerging
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We See This Very Clearly In Channel Trends
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Total UK Frozen Food Market Offline Online
- £33 Million
- 1%
+ £34 Million + 7%
This Year Last Year
Source: Kantar Worldpanel P52W to Jan 29th 2017
+ £1 Million + 0%
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With The Corresponding Challenges In Terms of Ways of Working
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Sales Channel Execution Traditional Brand Marketing
▪ Parallel Tracks for Brand Plans and Customer execution
Multichannel Sales Execution Traditional and Digital Marketing
▪ Haphazard translation of Brand Plans into Customer execution
Addressable Consumer Marketing OmniShopper Marketing Multichannel Sales Execution
▪ Integrated Brand & Customer execution Needs: Process/Toolkits, Structure & People
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We Will See Much More Innovation
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Looking at The eCommerce Channel
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The Online World Is A Special Place For the Frozen Category
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The Impact Of Online Shopping on Baby Consumables and Frozen Food Is Profound
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Offline: #5 Online: #2
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Online vs Offline Behaviours Are Different
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Start of Shop End of Shop
When Are Frozen Products Added To The Basket?
Online Shop Offline Shop
Instore shoppers visit the Frozen aisle last
- Fear of breaking the ‘cold chain’
- The trolley is full, impulse purchasing elsewhere in store has filled it up
- Spent the weekly budget
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Physical Store Click & Collect/ Drive Van Delivery Cost of Goods, running the operation Picking & Packing Delivering The profit that’s left afterwards
We Know That The Last Mile Becomes More Complex With New Ways To Delight The Shopper
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We Know That The Last Mile Becomes More Complex With New Ways To Delight The Shopper
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1 Reliable delivery 2 Quality 3 Price 4 Opening / delivery hours 5 Ease of order 6 Delivery charges 7 Delivery times 8 Availability 9 Ease of finding products 10 Good product substitutions 11 Range of fresh products
92% 89% 89% 88% 86% 85% 83% 82% 80% 76% 74%
60% 53% 53% 50% 46% 54% 45% 41% 37% 38% 39%
Extremely important Extremely or very important
Over three months
Some Offline Shopper Drivers Are More Pronounced Online
Source: IGD
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Consumers Are Looking For Solutions To Problems
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And They Are Prepared to Pay Too….
Source: Kantar WorldPanel Usage: Average cost per meal occasion 52 w/e August 2016
Saving time 28% more Health 5% more Social
- ccasions
23% more
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Online Amplifies The Benefits of Frozen Easier access to information allows better meal planning Pick/ Pack/ Ship and Cube Fill Very Efficient - only The Frozen Category Director can fill the Frozen tote… Home Delivery allows an unbroken Frozen chain right to the kitchen
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The Birds Eye Approach
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Marketing TV/ Search/ Social/ Mobile/ Media Sales Hypermarket/ Convenience/ Discounter/ eCommerce
Catching High Quality Traffic
Provide most engaging experience Drive Trial & Bigger, More Profitable Baskets
We Have a Clear Strategy To Lever All Digital Touchpoints
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SEO Websites Content Media Mix Social Media Sales
We Have a Clear Strategy To Lever All Digital Touchpoints
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‘Always On’ Brilliant Basics Right taxonomy & layout
‘Always On’ merchandising (full value dual siting, cross & up sells)
Assortment and promotions tailored to the channel Eventing, eg Back To School or Retailer Calendar Event Creating Demand Meal planning / recipe ideas – full value & promotions: Nomad & others Basic Product Content Rich product content (imagery/ endorsements/ on plate/ video/ Ratings & Reviews) Winning With Search Overall and Within Retailer Site Extended Assortment, eg large packs & extended skus Share of Feature Assessment Driving Trial
Playbooks and Scorecard Processes Help Us Work To Raise the Bar Everywhere
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Brilliant Basics Is All About Good Shopkeeping
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Demand Creation Allows Us To Provide Solutions To Problems Which Are Harder To Implement Instore
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