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PetCare – The future is Digital Transforming petcare through a digital ecosystemFabien DESIAGE - eBusiness, Nestlé Purina PetCare – Europe, Middle East, North Africa
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Nestlé Purina PetCare EMENA Nestlé S.AVarious international roles in France, Switzerland, UK(1995 – 2014)
Nestlé Purina PetCare EMENA Head eBusiness @Purina Studios HUB Barcelona (2015 – Present)
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OUR BELIEFWhen people and pets
bond, life becomes richer
OUR PURPOSE
To create richer lives for pets and the people
who love them
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Introducing Purina
• $13 bn net sales Purina worldwide (Approx 25% of global pet food market)
• The Purina Institute plus > 450 dedicated pet nutrition scientists and behaviourists
• Powerful track record of pioneering innovations
• Purina Studios – dedicated tech hub for eCommerce and eContent in Barcelona
• Deep commitment to CSR (Purina in Society)
• Backed up by Nestlé, the world’s largest food company
Cat & dog food value sales. All channel consolidated internal estimate + Euromonitor
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112 mCats
90 mDogs
202 m Pet Population
Grocery
Market 23 bn CHF
Specialist6.6 bn
2.1 bn
14.3 bn
eCommerce
Europe MENA
Calorific Coverage
Europe MENA
56% 23%
42% 12%
The petcare landscape in Europe, Middle East, North Africa
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The new reality is hyper connected…
Sources: various, numbers are directional
• 200 Billion sensors
• 30-50 Billion connected devices
• 6 Billion app users
• 4 Billion apps
By next year…
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The new reality is Millennial with younger Generations more valuable than ever
Sources:* Wakefield research (2014)** Pet Attitude study (2017)
*** Directions millennial pet category behavior tracker (sept 2018)**** Clear millennial study (2018)
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3 main digital forces are re-distributing the cards
Disintermediation
“Cutting the middle man”
Source: Axel Springer Hy
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Disaggregation
“Cutting the middle man” Unbundling industries&
Rebundling as services
3 main digital forces are re-distributing the cards
Disintermediation
Source: Axel Springer Hy
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Petcare is subject to a fast “unbundling” by hundreds of start-ups and ventures
Source:
Petcare
Source: Axel Springer Hy
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Dematerialization
“Cutting the middle man” Turning physical items in data
Enhanced product experience
Unbundling industries&
Rebundling as services
3 main digital forces are re-distributing the cards
Disintermediation
Disaggregation
Source: Axel Springer Hy
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Emerging trends are causing disruption in petcare
New sources of trusted advocacy and influence
Acceleration of direct to consumer
personalized models
Evolving Food ideologies -natural, alternative proteins
Digitally connected pet health services are flourishing
Emergence of newdata powered business models
Greatly increased industry expectations to be a force for
good
Disruptors
But, throughdisruption,new opportunitiesappear: unlimitedopportunities to create new value streams, by delivering outstandingexperiences for tomorrow’s pet owners
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The human-animal bond
Purina’s purpose is to create richer lives for pets and the
people who love them
Pet food
Pet adoption
Vetservices
Feb 2018
May 2018
May 2019
FINDING FEEDING CARING
Digital & social media
Shopping & affiliation
Social events
Services & Marketing
FINDING FEEDING CARING
Digital & social media
Shopping & affiliation
Social events
Services & Marketing
FINDING FEEDING CARING
Digital & social media
Shopping & affiliation
Social events
Services & Marketing
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The human-animal bond
Purina’s purpose is to create richer lives for pets and the
people who love them May 2019
Feb 2018
May 2018
Pet food
Pet adoption
Pet care
FINDING FEEDING CARING
Digital & social media
Shopping & affiliation
Social events
Services & Marketing
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• Established in 2009
• Headquartered in Paris
• Biggest pet media platform in France
• Purina majority shareholding in 2018
• Provides an ecosystem of services for pet lovers
FINDING FEEDING CARING
Digital & social media
Shopping & affiliation
Social events
Services & Marketing
A digital ecosystem of pet services
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#1 app foradoptable pets
#1 French Pet digital media
PetCoaching app.
Vet Appointmentbooking
PetCareRating & Reviews
Subscriptionbox eCommerce
Wamiz is offering a trusted source services & Petcare Information to Pet parents
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0
5.000.000
10.000.000
15.000.000
20.000.000
2010 2011 2012 2103 2014 2015 2016 2017 2018 2019
International websites French websites
Num
ber
of
websites s
essio
ns
Pet Lifestyle
Website French Leader
Largest Pet Lifestyle
Website in Europe
Purina
InvestmentSoft International
Launch
International
Launch
Top 5 Pet Lifestyle
Website worldwide
Wamiz has become the largest online community of pet lovers in Europe
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The human-animal bond
Purina’s purpose is to create richer lives for pets and the
people who love them
Feb 2018
May 2018
May 2019
Pet adoption
Vet services
Pet food
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• Launched in 2014
• Headquartered in UK
• Personalized pet nutrition via a direct to consumer subscription model
• Purina majority investment in 2018
• Now live in France and Germany
FINDING FEEDING CARING
Digital & social media
Shopping & affiliation
Social events
Services & Marketing
Direct to consumer personalized nutrition
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Personalized nutrition: blends and prices are tailored to each dog size, breed, age and health
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Tails already feed thousands of dogs, each with its own unique recipe
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3 key product features to deliver the best experience
our physical product our digital product our customer support
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The human-animal bond
Purina’s purpose is to create richer lives for pets and the
people who love them May 2019
May 2018
Feb 2018
Pet adoption
Pet food
Vet services
FINDING FEEDING CARING
Digital & social media
Shopping & affiliation
Social events
Services & Marketing
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• Largest and fastest growing vet group in Europe with 16,000 veterinarians, nurses and associates
• Headquartered in the UK and present in 10 countries
• Caring for +3 million pets each year
• Partnership with Purina since May 2019
• Will help Purina deliver personalised proactive health through vet clinics
FINDING FEEDING CARING
Digital & social media
Shopping & affiliation
Social events
Services & Marketing
Proactive health for pets
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Purina Studios: our European hub for digital & e-Commerce, in the very dynamictech ecosystem of Barcelona
Source: https://apiumhub.com
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A new reality is here which is:− Millennial− Connected− Personalized
Digital is a clear opportunity in Petcare. We are embracing it to the fullest
Building digital capabilities will be a key differentiator
Purina’s ecosystem will allow it to support pet owners for the lifetime of their pet
In conclusion…
Trusted Source for Petcare Information
Pet FoodPersonalization
Evolving FoodIdeologies
Advancing ScienceFor Pet Health
Win with Customers
Win with Pet Professionals
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