ECR DIGITAL FORUM 23 MAR 2018 HEINEKEN IRELAND · 23 MARCH @ HEINEKEN 360 degree approach in...
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ECR DIGITAL FORUM 23 MAR 2018 HEINEKEN IRELAND 1
Transcript of ECR DIGITAL FORUM 23 MAR 2018 HEINEKEN IRELAND · 23 MARCH @ HEINEKEN 360 degree approach in...
ECR DIGITAL FORUM23 MAR 2018
HEINEKEN IRELAND1
ECR ANTI-TRUST CAUTION
ECR Ireland will not enter into any discussion, activity or conduct that may infringe, on its part or on the part of its members and participants, any applicable competition laws. By way of example, members and participants shall not discuss, communicate or exchange any commercially sensitive information, including non-public information relating to prices, marketing and advertisement strategy, costs and revenues, trading terms and conditions with third parties, including purchasing strategy, terms of supply, trade programmes or distribution strategy.
This applies not only to discussion in formal meetings but also to informal discussions before, during or after meetings.
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ATTENDEES1. Michelle Rowley - Heineken
2. Rachel Eades - Britvic
3. Joana Fonseca - Britvic
4. Kevin O'Brien - GS1 Ireland
5. Niamh Higgins - The Delta Group
6. Ruth O'Dowd - Britvic
7. Paula Conlon - Heineken
8. Robert Flavin - Visualise
9. Ruth Hankin - Heineken
10. Sarah Kelly - Goosebump
11. Paul Staunton - Britvic
12. David Farragher - Heineken
13. Elaine Kellaghan - Heineken
14. Lauren West - Heineken
15. Sarah Gallagher - Nestle
16. Eoin Maguire - dunnhumby
17. Michelle Tracey – Irish Distillers
18. Keith Curley – Gladcloud
19. Alex Hughes – Diageo
20. Maria Svejdar – GS1 Ireland
21. Suzie McQuaid - Dunnhumby
22. Mark Simpson - Goosebump
23. James Shearer – Goosebump
24. Maria Moloney, Valeo Foods
25. Martina Coppinger, ECR Ireland
26. Declan Carolan, ECR Ireland
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ECR DIGITAL FORUM
The ECR Digital Forum is a series of workshops to discuss, debate, better understand & track the impact of digital in the grocery sector
It includes all digital activities along the “path to purchase”, consumer & shopper facing.
The emphasis is on insights, case studies & interactive “round table” discussion.
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DIGITAL FORUM23 MARCH @ HEINEKEN
360 degree approach in leveraging digital tools effectively for the Heineken Rugby Club campaign.
1. David Farragher, Activations Manager, Heineken & Heineken Light
2. Keith Curley, Co-Founder & Chief Commercial Officer, Gladcloud
3. Round Table Breakout Groups
Personalisation – “Personalisation – Predict effective personalisation for Irish grocery shoppers in 2022”
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PERSONALISATION
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Personalisation is crucial in the Digital Age, not only to compete with other brands and retailers but to keep up with the increasing consumer demand for truly individualised offerings
Personalisation can include anything from recommending products and services, through to tailoring landing page layouts.
The biggest challenge with personalisation is gaining insights quickly enough, so offers are always relevant
Understand consumer behaviour and predict intent to buy!
48% say they’d use a “Surprise Me” subscription for clothing – Accenture 2017
CALENDAR 2018 Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Steering Group 14 13 23 05 14
Shopper Workgroup 21Key Note
Goosebump
30Key Note
Dunnhumby
Nielsen
30Key Note
Heineken
21Key note
Kantar
Worldpanel
Demand side
activities
20Visualise
Shopper
Symposium
Series
25Visualise
Shopper
Symposium
Series
22Visualise
Shopper
Symposium
Series
TbcRetailer
hosted store
tours
TBCLondon Store
Safari
TbcRetailer
hosted store
tours
08Conference
Digital Forum 23Key Note
Heineken
29Key Note
IBM
19Key Note
Fujitsu
Supply Chain (OSA)
Group
07 27 Conference
30 30 29
Feeding Ireland’s
Future
21-01
Annual Leaders
Congress
27Conference
ECR Community
Quarterly Meetings
Growth & Innovation
Forum
Shrink & OSA Group
07Shrink / OSA
Group
26Quarterly
Meeting
22Shrink / OSA
Group
18-19Growth &
Innovation
Forum
Madrid
16-17Quarterly
Meeting
20-21Shrink / OSA
Group
12G& I Forum
Webinar
10-11Quarterly
Meeting
30-31G & I Forum
Dublin
4-5Quarterly
Meeting
13G & I Forum
Webinar
ECR IRELAND EVENTS CALENDAR 2018
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NEW - THE ECR COMMUNITY DIGITAL TRANSFORMATION FORUM
1. track the digital transformation of the retail & CPG sector.
2. discuss burning issues regarding digital innovation and transformation
3. foster the dialogue between trading partners
4. document best practices in white papers and bluebooks
5. help develop industry guidelines where useful
6. meet 4x per year of which 2x via webinars.
NEW - ECR DIGITAL TOOLSET PROJECT
ECR Community is assessing embarking on a major digital transformation project Project in association with the NorthwesternUniversity of Applied Science in Olten, Switzerland.
The proposal is to run a research project to develop a digital toolset.
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ECR DIGITAL FORUMNEXT MEETING @ IBM
29 JUNE 2018
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360 degree approach in leveraging digital tools effectively
E.C.R. Digital Forum: March 2017
Critical platform to keepconsumers close to the brand & critical for brand volume
WHAT IS HEINEKEN RUGBY CLUB?
HEINEKEN RUGBY CLUB: STADIUM SHUFFLE
HEINEKEN RUGBY CLUB: T .T .L . CAMPAIGN ENABLER
Tesco activation:October 2017
HEINEKEN RUGBY CLUB TESCO ACTIVATION: OVERALL PRIZE
DURING
POSTPRE
HEINEKEN RUGBY CLUB ACTIVATION PLAN: 360 SHOPPER JOURNEY APPROACH
HEINEKEN RUGBY CLUB TESCO ACTIVATION PRE JOURNEY: COUPONING
• Target Lapsed Shoppers with Coupon – WK 31 • loyal Heineken
shoppers • lapsed Heineken and• Current stream lager
drinkers
HEINEKEN RUGBY CLUB TESCO ACTIVATION PRE JOURNEY: DARK POSTS
Social video
• Reach: 106,192
• Video views: 54,686
• CPR: €0.01
• Reactions: 73
• Comments: 43 (entries)
• Shares: 12
HEINEKEN RUGBY CLUB TESCO ACTIVATION DURING: IN STORE
MODExpress Goalpost
• Shopper answers simple questions Via iPad
• Answers will reveal a code
• Enter the code to open the locker for your choice of HRC branded prizes
• 30 Tesco outlet
HEINEKEN RUGBY CLUB TESCO ACTIVATION DURING: EXPERIENTIAL ACTIVITY
• Posters placed in all staff canteens
• Text to enter mechanic
• 121 unique entries
HEINEKEN RUGBY CLUB TESCO ACTIVATION DURING: STAFF ENGAGEMENT
HEINEKEN RUGBY CLUB TESCO ACTIVATION DURING & POST: TESCO. IE
HEINEKEN RUGBY CLUB TESCO ACTIVATION: POST CAMPAIGN
HEINEKEN RUGBY CLUB TESCO ACTIVATION: RESULTS
Brought more shoppers into the beer and cider category
Uplift in value and volume in outlet
Increase in brand penetration and volume
Reduced media wastage
Uplift in value and volume online
AND HOW WE WILL ACTIVATE SOCIAL MEDIA MORE EFFECTIVELY INTO THE FUTURE!
PLATFORM FOR BRANDS
TO INCREASE REVENUE AT
MERCHANT LOCATIONS
Locally relevant Video Ads for each location:
Unique Image, Post Text or Video.
Multi Platform Hyper-local publishing to Social, VoD…
Unique Calls-To-Action for each location
Local Social Video Advertising at Scale
Segment & Target Merchant Locations
Customisable Video Ad Templates
Unique Video ad for each merchant
location
Empower local merchant partners
to drive brand-led footfall
Majority of
Local
businesses
have a
sub-optimal
social media &
digital
presence
Platform for Brands to empower
local merchants with
integrated tools to better
manage their social media
engagement and drive brand
specific footfall with locally
relevant video advertising
Digital Footprint Sources
Glocal Campaign Manager
Multi-Platform Ad Publishing
Gladcloud Dashboard
Sponsored Templates
Campaign Results© GLAdCloud 2017 - Confidential
© GLAdCloud 2018 - Confidential
Manage Digital Engagement in 1 tool
© GLAdCloud 2018 - Confidential
Monitor Peers’ Digital Footprint
© GLAdCloud 2018 - Confidential
Review & Hyper-Locally Publish ads
Ads Published by local Merchants
Future Trends in Hyper local Advertising
Addressable TV: Local meets Personal
AI Based Creative Testing
Store Visits to measure footfall
