Crowdsourcing @ Migros

transcript

New products developed by the community

SMWF London - 19. March 2013Markus Maurer, Social Media Consultant @ Customer & Web Intelligence

Crowdsourcing @ Migros | Markus Maurer SMWF 2013 | Seite 2

What do this products have in common?

Migros – A swiss retailer

• cooperative

• 2,1 m members

• 1 m customers per day

• largest retailer in CH

• 86’300 employees

• ~600 branches

• 3 languages

• >50 affiliatedcompanies

• CHF 24,9 bn turnover

Migros

BrandAsset™ Valuator Switzerland 2011

Migros – A swiss retailer

Migros has Social Media in the DNA

Social Media @ Migros

Migipedia

Quelle: http://youtu.be/8Z4jt6nGVWo

Crowdsourcing @ Migros | Markus Maurer

www.migipedia.ch

130‘000 productfeedbacks

15’000 ideas fora better Migros

13‘000 products

30‘000 registered users

80 % are between35 and 65 years old

SMWF 2013 | Seite 11

Migipedia

480 negative feedbacksin 10 days

Automatic report to theProduct Manager

Decision: Back to the oldquality after 20 days

After 30 days we could informthe community

Migros on Social Media

„The best way to have a good idea is to have a lot of ideas.“

Linus Paulin 1901 - 1994

Why Crowdsourcing?

Wisdom of the crowd

«One day in the Fall of 1906, theBritish scientist Francis Galton lefthis Home in the Town of Plymouth and headed for a country fair…»

There are different ways

• Active Crowdsourcing for new products

• Passive Crowdsourcing

• Identification of soft factors

• Influence the range of products (voting)

• Simple poll (name for a new cheese)

When you listen …

Mixi Maxi

Our customers would like …

Building a bridge!

Case - Vanilla Coke

Time goes by

«Not possible ...»

«No potential ...»

«Coca Cola is notable to deliver ...»

Make your customer the hero!

The result:

Crowdsourcing – The Wisdom of crowds

Crowdsourcing Process

• What‘s our goal?

• Workshop «Define the question» (incl. community members)

• Brainstorming with the community

• Boil down & extract the collected ideas

• Production

• Tasting with the community, Product Manager, Producer

• Poll in the community

• Samplings for the involved community membersProduction

How much time do we need for Crowdsourcing?

Boil downideas

Workshop 4h

Define thequestion

Workshop 2h

Brainstorming

Online 2-4 W

Planning andproduction

Workshop 2h

Evaluationof ideas

Online 1-2 W

Testing theprototypes

Workshop 4h

Crowdsourcing Blévita

“Within 24 hours the community suggested 500 new flavours. Altogether 1100 were posted.”

Tasting

A new product is born

«4323 Customers have voted! „BlévitaGruyere“ is the winner with 32% of the votes!»

Crowdsourcing Examples

Mojito Tooth Paste

Key Benefits of Crowdsourcing

• Outside the box thinking

• Customer focused

• Customer loyality

• Lower flop-rate

• Cost saving

• PR-Stories

Involvment of the customer

Good to know

• Have a clear definiton of the question

• Have a clear goal – What do you want?

• Have a diverse community

• Involve the community whenever possible

• High mobilisation

• «Uniform will» by all people involved

• Make a sampling when you launch the product

Many new products hit thestores every week.

Crowdsourced products,have a story to tell!

“Do you wish people to think well of you?

Don't speak well of yourself.”Blaise Pascale

Customers wouldlike to buy goods

they actually want!

http://about.me/markusmaurer

http://twitter.com/kusito

markus.maurer@mgb.com

Thank you!

Links:

Migipedia: http://www.migipedia.ch/

Crowdsourcing: http://en.wikipedia.org/wiki/Crowdsourcing

Francis Galton: http://en.wikipedia.org/wiki/Francis_Galton

The Wisdom of Crowds: http://en.wikipedia.org/wiki/The_Wisdom_of_Crowds

Crowdsourcing Article: http://www.atizo.com/docs/Crowd_innovation_fosters_new_business_opportunities.pdf

Crowdsourcing Platform: https://www.atizo.com

Crowdsourcing @ Migros

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