Using Digital Influence to Sell More Natural Products
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Transcript of Using Digital Influence to Sell More Natural Products
We help our clients drive growth where traditional and digital food retail converge.
Using Digital Influence to Sell More Natural Products
By Bill Bishop Chief Architect, Brick Meets Click
Presented @ ExpoEast 2014
Published at brickmeetsclick.com – November 25, 2014
NOV 2014 2
My local health food store …
©2014 BRICK MEETS CLICK
Struggling to
do it all
NOV 2014 3
Objective of this presentation
How digital is changing the ways:
• people buy
• retailers sell
5 ways you can leverage digital influence to
win more business
©2014 BRICK MEETS CLICK
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What does digital influence create?
Open, lower cost access to more customers
and a larger market
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> Emphasize what makes the product special
> Then identify the best way to spread the word
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Digital influence is
shaped by the way
suppliers look at their
business
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Old ways don’t work as well
Broadcast
Narrowcast
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Path to Purchase Changes
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Step 1 – Discovering/Learning
Step 2 – Evaluating/Comparing
Step 3 – Planning (search & locate)
Step 4 – Purchasing & Receiving
Step 5 – Reacting Post Purchase
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The personalized, fragmented market means
Customers are empowered
Mobile is key
New opportunities arise
New challenges need to be managed
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More Info
Greater Choice
Increased Buying Power
1. The Empowered Customer
Takeaway
Growing expectations and desire to connect
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2. Mobile, Mobile, Mobile
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Two roles Part of Omnichannel
experience & driver of
ecommerce
Webrooming Can drive in-store
purchases too
Online purchases Today - tablets;
Tomorrow - smart
phones
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3. New Opportunities
You can sell before you buy
Opens more paths to market
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4. New Challenges
• Infosation
• More competitors
• Greater complexity
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For Food Retailers
More is better: Customer satisfaction
increases w/ # of digital connections
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For Suppliers
More touch points = more work
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Digital/tech tools
have the greatest
impact on the
discovery phase
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Takeaway
Shoppers expect manufacturers and producers to have
great content online* *GMA report The Digital Future
For Suppliers
More touch points mean more opportunity
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How is the game changing?
You now have greater access to shoppers who are
creating their own personal supply chains.
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What is best for me to buy?
Based on ingredients, dietary concerns,
allergens, etc.
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What is best for me to buy?
Based on price
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What is best for me to buy?
Based on other customer recommendations
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Who should I buy it from?
Familiar vs New
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How do I like to shop?
In-store vs. online vs. as entertainment
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Who will get the products into my house?
Me, or can I outsource that job to
someone else?
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All these choices -
Encourage shoppers
to look harder for
exactly what they
want
Takeaway
This creates the need for more personalization
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Take advantage of digital to:
> Keep relevant to current customers so you’ll
encourage them to buy more
> Attract new business from the competition
5 ACTION STEPS for unlocking the potential
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ACTION STEP: #1 2 3 4 5
Think customer solutions
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A. Solution selling
Offering "solutions" by combing
complementary items (a.k.a.
bundling) is a powerful way to:
> Increase transaction size
> Drives sales for both online and
brick and mortar retailers
STEP 1 Think Customer Solutions
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B. Create subscription systems
As we shift from transactional
to relationship-based shopper
communication, expect that
subscription service models
will play a bigger role.
Depending on your product, also think auto
replenishment to make it easier for the customer
STEP 1 Think Customer Solutions
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C. Identify ways to make your value
proposition more attractive
Examples - think “outside the box”
STEP 1 Think Customer Solutions
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D. Build more online dialogue & community
Listen and respond to your customers
STEP 1 Think Customer Solutions
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STEP: # 2 3 4 5
Tell more stories
Your story, a customer’s story, an employee’s
story, or a product’s story
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STEP: # 3 4 5
Put mobile into everything you do
Searches, email, websites, online ordering, etc.
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STEP: # 4 5
Test & learn Fail faster as a way to more quickly adapt >>>
Reduces the risk of innovation
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STEP: # 5 Plan for ecommerce growth
©2014 BRICK MEETS CLICK Percentage of total grocery dollars
7%
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7%
3 things to consider in building your plan
• How to bring your product to market?
Great content
• Where you initiate the transaction?
Amazon, other marketplace, or yourself
• Who will complete the transaction?
You, or outsource that function
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©2014 BRICK MEETS CLICK
7%
Things are still evolving
Apple’s announcement on September 9, 2014
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Moving forward
Digital gives you the power to reinvent
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Focus on the customer
– not the competition
Don’t let it become
more important than the
human connection
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Brick Meets Click We help clients drive growth where traditional and digital food
retail converge.
We also host a commercial-free forum on the future of shopping
and retail at our website.
Visit us at brickmeetsclick.com
Follow on: Twitter, LinkedIn, Google+ and/or Facebook
©2014 BRICK MEETS CLICK