GE.C. 2017 (28B). Präsentation.Steinberger-Voracek · Vice President Sales Laundry & Home Care...
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NEUSICHT 8. GROW EAST CONGRESS - 4.4.2017 1 DIGITALIZATION AS THE CHANGE FACTOR IN B2C AND RETAILING Martina Steinberger-Voracek
Transcript of GE.C. 2017 (28B). Präsentation.Steinberger-Voracek · Vice President Sales Laundry & Home Care...
NEUSICHT 8. GROW EAST CONGRESS - 4.4.2017 1
DIGITALIZATION AS THE CHANGE FACTOR IN B2C AND RETAILING
Martina Steinberger-Voracek
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MartinaSteinberger-Voracek
8. GROW EAST CONGRESS - 4.4.2017 2
VicePresidentSalesLaundry&HomeCareCentralEasternEurope
DiverseHenkel/FMCGexperience:
• Sales&CountrySteeringCEE
• GeneralManagerL&HCHenkelAustria
• SalesDirectorAustriaL&HCHenkelAustria
• GlobalesundlokalesBrand- undKeyAccountManagement
NEUSICHT
WhoweareHenkelataglance2016
8. GROW EAST CONGRESS - 4.4.2017
51.350employeesworldwide
43%ofoursalesgeneratedinemergingmarkets
€3.2bnadjustedoperatingprofit(EBIT)
140yearsofbrandsuccess
1 in consumer goods (LHC, BC); products, which were launched within the last 3 years on the market
€18,7bnsales,3.1%organicsalesgrowth
33%female managers
61%ofoursalesgeneratedbyourtop10brands
45%innovation-rate1
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Whoweare?Globalleadingpositionsinconsumerandindustrialbusinesses
IndustrialBusinessConsumerBusinesses
AdhesiveTechnologiesLaundry&HomeCare BeautyCare
Salesshare:29% 21% 50%
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NEUSICHT 8. GROW EAST CONGRESS - 4.4.2017
“Ifyourcustomerbaseisagingwithyou,theneventuallyyouaregoingtobecomeobsoleteorirrelevant.Youneedtobeconstantlyfiguringoutwhoareyournewcustomersandwhatareyoudoingtostayforeveryoung”– JeffBezos(CEO,amazon.com)
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Turkish people spend 6h46minonlinedaily,outof which 3honSocial Media
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Russians have onaverage 1,8mobileconnections
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55% of Polish population purchased onlineinthelastmonth
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Millennials..
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71%engage insocial media daily
Checktheir smartphones 45times aday
2,5Billionpeople- thelargestgenerationintheworldtodayThelargestworkingandshoppinggroupofthefuture
53%shop onlineincomparison to 28%and 10%of
the older generations
8. GROW EAST CONGRESS - 4.4.2017
NEUSICHT
Shoppersaremoredemanding&empoweredthaneverbefore
8. GROW EAST CONGRESS - 4.4.2017
E-commerce:THEansweroronlyONEanswer?
Time&convenience
Stress-freeshopping
Engagement
Solutions
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E-CommerceatHenkel
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FocusAreas
E-ShopperUnderstanding
DetailsHenkelGLOCALShopperStudy
BigDataAnalysis
E-RetailerActivation
E-CategoryManagement
WebsiteStructure ContentAssortment Promotion
8. GROW EAST CONGRESS - 4.4.2017
NEUSICHT 8. GROW EAST CONGRESS - 4.4.2017
TradeEvolutioninCEE
Opening Support
Modernisation Consolidation
Entry of Drugstoresand Discounters
Convenience-/ Supermarkets: Differentiation
Growth of C&C andHypermarkets
Trad
e M
arke
ting
Loyalization
Time
Profiling
Drugstores / Convenience Stores : Loyalty Programs
Discounter: brand and profiling concepts
Supermarkets: Focus on Convenience
Growth of Discounter
Convenience Stores: additional service
Shopper ExpertiseCategory Expertise
AustriaCzechRepublicRomania
Bulgaria
Kazakhstan
Albania
TurkeySerbia
WillE-commerce disrupt trade evolution?
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NEUSICHT 8. GROW EAST CONGRESS - 4.4.2017
Newproducts onlyfor online?
Is it enough to transfer offlineassortment to online?What is next?
Excellenceinmanaging Omnichannel tosuceed inthe future
New/No packaging(ready to delivery
packaging)
Services
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NEUSICHT 8. GROW EAST CONGRESS - 4.4.2017
“Wealwaysoverestimatethechangethatwilloccurinthenexttwoyearsandunderestimatethechangethatwilloccurinthenext10.”– BillGates
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