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Helping businesses leverage digital technology's growing impact on food shopping to create growth and competitive advantage.
How to Leverage Digital Influence to Grow Same Store Sales
By Bill Bishop, Chief Architect, Brick Meets ClickMay 13, 2014
MAY 2014 2
How to Leverage Digital Influence to Grow Same Store Sales
Sustainable growth depends on increasing same store sales
Two ways to do this -
1. Take business from the competition
2. Shift the mix of business towards higher value items
Takeaway:
Digital influence can help, but his means looking differently at the situation
©2014 BRICK MEETS CLICK
MAY 2014 3
How to Leverage Digital Influence to Grow Same Store Sales
More Information
Greater Choice
Increased Market Power
The challenge
Customers’ new freedom makes it harder to grow sales
Takeaway:
Time for a new “go to market” strategy©2014 BRICK MEETS CLICK
MAY 2014 4
Changing information delivery
Takeaway:
You need to communicate differently
Broadcasti.e. Weekly Circulars
Narrowcasti.e. Personalized
How to Leverage Digital Influence to Grow Same Store Sales
©2014 BRICK MEETS CLICK
MAY 2014 5
Printed circulars are still important
Takeaway:
The printed circular isn’t going away, but there’s an opportunity for digital delivery too
©2014 BRICK MEETS CLICK
How to Leverage Digital Influence to Grow Same Store Sales
Evidence of the power of the shopping experience
Digital influence can and often does make a difference
MAY 2014 6
©2014 BRICK MEETS CLICK
How to Leverage Digital Influence to Grow Same Store Sales
MAY 2014 7
Back to the future
Digital influence can help retailers deliver a better shopping experience
From pushing out communications
Takeaway:
The focus is on getting customers to want to engage
How to Leverage Digital Influence to Grow Same Store Sales
©2014 BRICK MEETS CLICK
To building relationships
MAY 2014 8
How to Leverage Digital Influence to Grow Same Store Sales
Customer satisfaction increases with digital influence
Takeaway:
Digital influence has a positive impact on the shopping experience
©2014 BRICK MEETS CLICK
MAY 2014 9
How to Leverage Digital Influence to Grow Same Store Sales
Retailers with more digital influence have more primary shoppers
Takeaway:
The more digital influence, the better!©2014 BRICK MEETS CLICK
MAY 2014 10
How to Leverage Digital Influence to Grow Same Store Sales
Six Action Steps
1. How are your customers using digital?
2. Identify key sources of digital influence.
3. Decide how much digital influence you can afford to support.
4. Take advantage of test & learn capabilities.
5. Get ready for online grocery shopping.
6. Join the conversation.
©2014 BRICK MEETS CLICK
MAY 2014 11
ACTION STEP: #1 2 3 4 5 6
Get to know how your customers are using digital to shop
Takeaway:
It may be different than you think
How to Leverage Digital Influence to Grow Same Store Sales
©2014 BRICK MEETS CLICK
MAY 2014 12
©2014 BRICK MEETS CLICK
How to Leverage Digital Influence to Grow Same Store Sales
What are they currently using?
Takeaway:
It may be different than you think
MAY 2014 13
©2014 BRICK MEETS CLICK
How to Leverage Digital Influence to Grow Same Store Sales
Your customers also get emails from your competition
MAY 2014 14
©2014 BRICK MEETS CLICK
ACTION STEP: # 2 3 4 5 6
Identify what sources of digital influence you think will make it easier for customers to shop your stores
How to Leverage Digital Influence to Grow Same Store Sales
MAY 2014 15
©2014 BRICK MEETS CLICK
For planning their shopping
How to Leverage Digital Influence to Grow Same Store Sales
MAY 2014 16
©2014 BRICK MEETS CLICK
ACTION STEP: # 3 4 5 6
Decide how much digital influence you can afford to support
How to Leverage Digital Influence to Grow Same Store Sales
Just having a mobile app doesn’t help unless you have somebody running it
Know you can not do it all
MAY 2014 17
How to Leverage Digital Influence to Grow Same Store Sales
©2014 BRICK MEETS CLICK
MAY 2014 18
How to Leverage Digital Influence to Grow Same Store Sales
ACTION STEP: # 4 5 6
Take advantage of test & learn capabilities
For example: one online grocery retailer’s
MAY 2014 19
©2014 BRICK MEETS CLICK
How to Leverage Digital Influence to Grow Same Store Sales
Digital influence can build competitive advantage
Takeaway:
Job one is to close the gap
MAY 2014 20
ACTION STEP: # 5 6
Get ready for online grocery shopping
How to Leverage Digital Influence to Grow Same Store Sales
©2014 BRICK MEETS CLICK
Aggressive
Most likely
Conservative
0% 2% 4% 6% 8% 10% 12% 14% 16% 18%
11%
17%
Percentage of total grocery dollars
7%
Market Level Forecast for Growth of Online Sales in 2023
MAY 2014 21
©2014 BRICK MEETS CLICK
How to Leverage Digital Influence to Grow Same Store Sales
MAY 2014 22
How to Leverage Digital Influence to Grow Same Store Sales
MAY 2014 23
©2014 BRICK MEETS CLICK
How to Leverage Digital Influence to Grow Same Store Sales
ACTION STEP: # 6Join the conversation –
It’s happening whether you’re there or not
MAY 2014 24
How to Leverage Digital Influence to Grow Same Store Sales
©2014 BRICK MEETS CLICK
MAY 2014 25
©2014 BRICK MEETS CLICK
How to Leverage Digital Influence to Grow Same Store Sales
MAY 2014 26
©2014 BRICK MEETS CLICK
How to Leverage Digital Influence to Grow Same Store Sales
MAY 2014 27
Call to action
Tomorrow is too late to begin leveraging digital influence
©2014 BRICK MEETS CLICK
How to Leverage Digital Influence to Grow Same Store Sales
MAY 2014 28
At Brick Meets Click, we help clients blaze a clear path to growth through the changing landscape in which food shoppers expect seamless multiple points of engagement – both digital and physical.
We also host a commercial-free forum on the future of shopping at our website.
Visit us at brickmeetsclick.com
Follow via: Twitter, LinkedIn, Google+ and/or Facebook
©2014 BRICK MEETS CLICK
