Grocery and digital only a short t ime ago..
Consideration On the go Point of purchase
A distant relationship with the grocery shopper s journey ..
Online consumer act ivity has changed
Internet breakdown Music Book buying Technology focused
Less online purchases due to security concerns
Digital is yet to become a major part of peoples lives
2000 s 2010 sInternet breakdown:
Search engines 20%Software 8%Media/ news 8%Grocery 6%
93% of European net users have made a purchase online
Consumers are now connected and shopping online
Source: Neilsen Top 100 websites (2010) / BBC - Top 100 sites on the Internet
Consumers move online to shop
Four years ago, only 10% (627m) of the global online populat ion had made a purchase using the Internet
Within two years, the number increased to 875m and now stands at over 1bn worldwide
Sainsbury s has seen online sales increase by 25% in the last quarter of 2010
UK housewives (designated as main household shopper) spent 47% of their free t ime surf ing the internet in 2010
Source: Sainsbury s Press release Jan 2011
Google t rends (recipes)
Rise in search and referential interest in recipes online over the last two years
Source: Google Trends
Varying opportunit ies through food sites
Number of unique visitors to food sites now means that advertising opportunities are huge
Not j ust display, but integrated opt ions, recipe insert ions, page sponsorship and more (on well known pages)
Smartphone users and mobile minutes
11.1m smartphone users in the UK
(22.2m people currently use mobile Internet in the UK)
Facebook (5 million unique visitors)Google sites (4.6m unique visitors)
Source: ComScore and GSM Association (GSMA)
Smartphones replace the cookbook
Smartphones are replacing the cook book
People are using connected devices for cooking/ checking ingredients + looking up recipes in the kitchen
Recipe sites/ apps create the perfect opportunity for FMCG brands to be part of the food prep process
Barcode scanning - Tesco app
Tesco barcode scanning app - allows you to store your shopping list on phone by scanning the products
Purchase productsusing your phone
Locat ion-based market ing
Frequent customers checking in on Foursquare unlock Barrista badge
Badge entitlement shown entice in-store sampling of coffee
Users will become prompted to interact with their environment using mobilephones e.g. QR Codes and visible URLs
Scan a QRC takes the user direct ly to website (in this case, the Pepsi store)
Codes can be used on ads, banners, merchandising etc. directing people toonline content (fully traceable using analytics)
QR Codes
How people are using social media?
Social networking 1/4 time online
Those using social media42% manage a social network profile32% use, upload or share photos11% use, upload or share videos8% write a blog5% use Twitter
What one hour online in the UK now looks like
Source: UKOM (above)Source: Global Web Index (right)
UK social media demographics
(25.9m UK users)
70% aged 20 - 50+
(10m UK users)
64% of Twitter users are aged 35 or older
Baking conversat ion in the UK (online)
Last 30 days
19,207 mentions on Twitter
3,486 Blog mentions
1,098 Facebook and other social networks
Source: Radian6
Brand types and social media
The image led brand people want to hang
out with
The brand with hidden depths interesting once
you start chatting
Iconic brandslike Coca- Cola,Marmite, Guinness,Tabasco and Skittles
Brands with heritage,brand stories or in categories thatare interesting e.g Patak s, Blue Dragon,Tropicana
The commodity brand once
associated with an interest
people will chat
Brands that are by nature commoditiesor in low interest categories e.g Evian, Harpic, Saxa Salt
Social media brandArchetype 1
Social media brandArchetype 2
Social media brandArchetype 3
Marmite Facebook Love page
ToV in line with brand position
User interaction and marmite sharing
Requests for recipe suggestions and ideals for multiple uses of marmite
500,000 likes
Marmite Facebook Hate page
Launched in 2010 for those that hate Marmite
Branded but non promotional
User interaction and marmite sharing - even though people dislike the product on the page
180,000 likes
Brands effect ively driving people to FB
Television adverts referring to Adam & Jane s wedding on 23rd of April
Competition drive
Viewers referred to Facebook
BT capture 50,000 likes on their page
Wrigleys drive to Facebook via Met ro
Press ads in Metro - f ind the food creatures on Facebook to win Starbucks coffee for a year
Ran once
resulting in 150,000 new likes
Facebook Credits
Facebook want to int roduce their own currencyFacebook set to expand credits into a bill ion dollar marketplaceCredit use for buying and selling products, games, cinema tickets etc.Potent ial for working with t rade partners
Facebook Places and Deals
Locat ion based networking now very popularEasy to useRival to Foursquare due to bet ter coverage
Purchase via social media (social commerce)
Heinz launch new Tomato ketchup range with balsamic vinegar on Facebook
Social commerce potent ial with a PR/ viral element
Easy to share with friends (generates word of mouth)