Building Trust & Preference with digital consumers · Danone Early Life Nutrition < Most of career...

Building Trust & Preference with digital consumers

FOOD SURE SUMMIT 20 APRIL, 2018

ROLES TO PLAY IN THE DIGITAL SPACE

Christine LodderGlobal Quality & Food Safety in Business Unit &Strategic Program Director

Danone Early Life Nutrition

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Most of career in branded consumer products,

of which ~ 10 years in Infant Nutrition.

Working in Food Safety & Quality Assurance

since 1995 with side steps in operations, consultancy &

consumer service.

Working experience in Europe & Latin America

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CHRISTINE LODDERFOOD SURE SUMMIT AMSTERDAM 2018

20 April, 2018BUILDING TRUST & PREFERENCE WITH DIGITAL CONSUMERS

W O R K I N G F O R D A N O N E ,

D A N O N E H A S A L W A Y S P U T T H E C O N S U M E R

A T T H E C E N T E R

W H A T A B O U T T H E D I G I T A L C O N S U M E R ?


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A L M O S T E V E R Y C O N S U M E R I S A D I G I T A L C O N S U M E R

WHAT ARE OTHERS TELLING ABOUT DIGITAL CONSUMERS? TECHNOLOGY IS A PROMISE TO FULL FILL MANY NEEDS


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THE NEXT STEP IN DIGITAL CONSUMER OFFERING


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https://www.warc.com/content/article/event-reports/nestl%C3%A9%E2%80%99s_blackshaw_spreads_the_word_on_voice_technology/120424



SO, GENERAL TRENDS WHICH ARE ALSO RELEVANT FOR THE FOOD INDUSTRY8


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Any consumer is at the heart of a Total Quality

Management vision, so also a digital consumer.

Consumers are looking for quality atributes like

• Origen, authenticity and traceability

• Product information from supplier to their plate

• Fast, clear & complete feedback

WHY IS THE DIGITAL CONSUMER RELEVANT FOR QUALITYNEW TECHNOLOGY OPENS UP OPPORTUNITIES

LETS TAKE THE DIGITAL CONSUMER VALUE JOURNEY AS A STARTING POINT

INTERESTING TOUCH POINTS ALONG THIS JOURNEY

Precision Marketing Moments of Truth Social Listening

LETS TAKE THE DIGITAL CONSUMER VALUE JOURNEY AS A STARTING POINT

INTERESTING TOUCH POINTS FOR QUALITY ALONG THIS JOURNEY

Precision Marketing Moments of Truth Social Listening

IN THE DIGITAL WORLD, THIS WOMAN BELONGS TO THE PAST

NOR DOES THIS ONE BY THE WAY

THIS HOWEVER DOES EXIST…PEOPLE ARE CATEGORIZED IN 3.222 DIGITAL BEHAVIOURS


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NEED TO DE-AVERAGE

THAT IS WERE PRECISION MARKETING BECOMES IMPORTANT FOR QUALITY

PRECISION MARKETING: ADDING DATA INTO ADVERTISING AND MEDIA

Mass Advertising

Mass Market

Intuition-driven

Buy reserved ad spaceat negotiated price,

and broadcast

same creative to all

FROMTRADITIONALADVERTISING

Targeting at Scale

Mass of Niches

Data-driven

Bid on real-time for audiences,

based on data & tech,

with differentiated creativesper consumer segment

TO PRECISIONMARKETING

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Mini Lactes BledinaEARLY LIFE NUTRION FRANCE


LAUNCH OF MINI LACTES BLEDINA FRANCE

89% OF CAMPAIGN RAN ON MOBILE89%

REAL-TIME OPTIMIZATION SUPPORTED BY KPI & RACI

DIFFERENTIATED SEQUENCES OF MESSAGES WITH RIGHT TONE OF VOICE

WE NEED TO UNDERSTAND PRECISION MARKETING IMPLICATIONS AND ANTICIPATE TO ASSURE THE PROCESS DELIVERS AN EXPERIENCE FOR CONSUMERS WHICH KEEPS THEIR TRUST AND

PREFERENCE

ACCURATE CONTENT FOR EACH ALIMENTATIONTRIBE

Personalization of messages by Tribe with the right

product insight, storytelling depending on the stage

of the funnel

In-tool daily optimization of media

buys based on direct consumer response – to get the

best value out of media spend

HEALTHY ENTHUSIAST

NATURALNESS FAN

SPORTSADDICT

INDULGENTSENIOR

PRAGMATIC WEIGHT FREAK

Cross-BU segmentation based on analysis of

consumer data (U&A) and web data (websites,

media buys, partners such as Google or Facebook)

and mobile


20TO CONCLUDE: FOR DIGITAL CONSUMERS PRECISION MARKETING BRINGS HIGHER VALUE THROUGH TARGETED COMMUNICATION

✓ Addressing their specific needs and interests based on their actual

behavior.

✓ Ability to be relevant and communicate through tailored messages.

✓ Technical experts can support the business functions in

substantiation and information for the story to tell.

Moments of Truth Social ListeningPrecision Marketing

First moment of truth

EARLY LIFE NUTRITION ITALY

STORECHECK

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FIRST MOMENT OF TRUTH#SMART APP#CONSUMER ZERO#GOING DIGITAL!#

2) Pack

selection

5 pack Tipologies of

dropdown menu

Dropdown surveys with chance to add pictures

1) POS Selection3) Surveys

& Pictures4) FMOT Activity

Report

‘Quality is Me’ Culture

From Quality to Superiority

Robust Action Plan / Walk the talk

Culture of Quality

100% people Trained on FMOT

140 POS visited in Italy

247 Storechecks completed

✓ Food packaging improvement✓ Consumer training on opening practices


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E-CommerceEARLY LIFE NUTRITION CHINA


China: #1 e-Commerce Market Globally

Data source: eMarketer, December 2014

Figures above do not include travel products and services

$21.34 $23.4 $33.05 $40.43 $46.13$82.93 $88.06$104.22

$394.43

$714.58

13.5% 15.3% 14.9%

10%8.2%

12.9%11% 11%

13%

27%

0%

5%

10%

15%

20%

25%

30%

0

100

200

300

400

500

600

700

800

Annual Sales

(USD Billions)

Y-o-Y Growth

Rate (%)

2016 Annual Sales Forecast for Top-10 e-Commerce Markets Globally

China is the world's the biggest & fastest growing major e-commerce market.

Copyright © 2017 JD.COM All Rights Reserved

36% of

Specialty Food & Beverage on-line EU

acquisition of


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751 million

Internet Users

514 millionOnline

Shoppers

480millionMobile

Shoppers

Data source：CNNIC， Aug 4th, 2017Copyright © 2017 JD.COM All Rights Reserved

China e-Commerce Market

Can you imagine ……….


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20 April, 2018

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FAST CHANGING CONSUMER AND CHANNELS DYNAMICS OFFER LEVEL PLAIN FIELD FOR US TO COMPETE

Sophisticated millennial mothers mastering one of the world most advanced digital ecosystem

A very unique dynamics withlarge e-commerce

Ali Group

(EC Platform):

JD

(No.1 EC Pure Player):

100% DIGITAL MARKETING

Digital Mum at the Center

Real time KPI dashboards create a “test, learn, improve” for all our digital touchpoints.

Strong cross-functional “E-CAT” team collaboration for

ongoing strategy and marketplace executions.

Paring databases allows hyper

targeting of key audience

Strategic Data Partnerships

Performance Driven

Operate in Real-Time

SENSITIZING THE BUSINESS ON ASSURANCE OF ECOMMERCECULTURE OF QUALITY TOOL LAUNCHED IN EARLY LIFE NUTRITION WITH SALES & SUPPLY CHAIN TEAMS

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✓ Leverage your own consumer data to improve

products & services.

✓ Capture all channels which your digital

consumers can use.

✓ Dive into the verbatim to complete the

quantitative picture.

✓ Share the relevant stories

INCREASING CONSUMER SERVICE CAPABILITIES WITH MARKETINGCAPTURE THE VOICE OF THE DIGITAL CONSUMER


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TO CONCLUDE FOR DIGITAL CONSUMERSE-COMMERCE BRINGS OPPORTUNITIES TO FULL FILL THEIR NEEDS

✓ Cross functional collaboration is key (eg. Supply Chain, Sales, E-commerce partner ) assuring

quality of product & pack@delivery and activation continuous improvement.

✓ Leveraging consumer information from e-commerce platform to integrate with your own

consumer information.

✓ Bring the standards and requirements in the conversation and develop new business and digital

skills to influence effectively the business decisions.

Moments of Truth Social ListeningPrecision Marketing

Social listening is the ability to crawl public online conversations

THE WEB IS A REFLECTION OF WHAT PEOPLE ARE

OWNED CONTENTWHAT BRANDS SAY ON THEIRSOCIAL ACCOUNTS

CONSUMER SERVICE

WE LISTEN TO…….

EARNED CONTENTWHAT PEOPLE SAY ON THE WEB

FACE BOOK

TWITTER

Public local & global social networks

Traditional web


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LISTENING TO EARNED & OWNED CONTENT IN MANY COUNTRIES

✓ Trends

✓ Monitoring

✓ Alerting


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Application of tools to validate & filter information

Leverage new business tools for quality qualitative information sharing and anticipation of potential issues and concerns from consumers and other key stakeholders.

LISTENING TO EARNED & OWNED CONTENT IN MANY COUNTRIES

✓ Extract key words

✓ Detect important publications

✓ See moments of real consumption


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From quantitative to qualitative consumer information

Drive quality for the organization through assurance of appropriate deployment & usage of such new tools to supportInnovation and day-to-day business decisions.

Expecting more

• More demanding and expecting to interact with their brands at any time and any platform and even more when GenZ or Millenial.

• They expect responsiveness and self service, as they are technically sawy and less patient.

• They expect frictionless shopping experiences from the order on their mobile device up to the delivery of the goods and the ‘ moment of truth’.

• They go beyond borders and search for premium unique products & experiences, willing to take the risk and paying the price.

Which means for the organization

• To become digitally fluent and deeply understand digital (communication) technologies and big data analysis (deep learning).

• Develop performance indicators assuring consistency & service level for each digital consumer & customer.

• Build evidence on a seamless experience for the consumer in every moment of their journey with your brand

• Translation of needs from digital consumer studies into design criteria for innovation of products & services.


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SUMMARIZING, THE DIGITAL CONSUMER IS

THE DIGITAL CONSUMER IS CHALLENGING US IN EACH OF THE ENABLERSIT MEANS BUILDING CAPABILITIES IN THE ENABLERS AND ACTIVE LEARNING, ROOM FOR CREATIVITY & INNOVATION

Digitally fluentStory telling Data analysis

Digital as strategic priority

Building capabilities

Understandingbusiness value of digital and how it is relevant forconsumers & customers

Systems & tools

supporting

business processes

Big data analysis

New consumer

Technologies

New communication

technologies


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RESULTSENABLERS

Learning, creativity and innovationEFQM 2012

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BACK UP

20 APRIL, 2018BUILDING TRUST & PREFERENCE WITH DIGITAL CONSUMERS

It requires organizational agility across all business teams and connecting

the dots between all.

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CROSS FUNCTIONAL COLLABORATION BRINGSVALUE IN COMMUNICATION, DISTRIBUTION & FEEDBACK TO ASSURE TRUST & PREFERENCE OF DIGITAL CONSUMERS

WHAT IS YOUR VIEW?

Thanks for your attention

CHRISTINE LODDER - DANONE EARLY LIFE NUTRITION20 APRIL, 2018

FOOD SURE SUMMIT APRIL 2018

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