Presentation Transcript

1. 2013 Channel Innovation Awards: Digital Retail and Marketing Mike Hornigold Group Director, Digital Application, Shopper Development infoshoppermarketing@coca-cola.com

2. Retail Channel Innovation Awards

   How retailers in 2013 are achieving cross-channel success and what it means for Coca-Cola
3. The following pages are a synopsis of the Retail Touch Points 2013 Channel Innovation Awards
4. Indigo Books & Music used in-store kiosks, mobile technology, and loyalty to fuel sales lift In-Store kiosks offered full range of Indigo products Increased sales both in-store and through the kiosk itself Mobile website launch Mobile shopper conversion increased by 20% Product fulfillment of buy-online, pick up in-store After piloting, 8% of customers selected the option
5. Indigo Books & Music used in-store kiosks, mobile technology, and loyalty to fuel sales lift Indigo iRewards: a paid loyalty program Plum rewards: free and points based Synchronized marketing promotions across online and in-store channels Enhanced in-store promotions to be able to execute online promotions Personalized recommendations based on purchase history and preferences
6. Heels.Com taps email marketing and personalized deals for significant growth Brand recommendation email campaign Captures user preferences based on browsing and order history Sends out email with personalized shoe recommendations 5% conversion rate and +2x traditional click rate Collects size information for most customers and uses inputted details to send out personalized recommendations
7. Heels.Com taps email marketing and personalized deals for significant growth Email Revenue from Email increased 430% this year Email generates 18% of total web traffic 2nd highest mobile traffic source Email contact list organically grew +290% Converting new site visitors New visitors get 10% discount if they submit their shoe size and email address Coupon delivered via multi-step Email and converts at 4x typical Email marketing If no initial conversion, follows up with additional offers To reduce cart abandonment Within one hour of abandonment shoppers are sent a reminder email with a 5% discount. These emails convert at a rate of 15%
8. Famous Footwear sees success through trackable customized promotions Coupons Could be tracked to online source Determined number of in-store shoppers who were exposures to an online campaign Discovered that more in-store traffic was driven by search engine marketing rather than social media Reported a 4% YOY increase in sales Average revenue per in-store square foot increased $199 Digital Shift Shift from print distribution to digital and growth of online channel has saved millions in print costs
9. Fast Lane Wireless boosts overall sales by selling through third-party marketplaces Sales augmented by web store traffic Increased Gross Market Value on marketplaces more than 100% Partnered with third-party marketplaces Able to offer significant discounts to shoppers Spurred by a proven record of high performance, customer satisfaction, item descriptions, fast shipments, and consistently high ratings on eBay Created own web store to sell directly to customers Combined sales across channels, created ability to increase visibility with specialized campaigns
10. Telenet Mobile develops new shopping concept with interactive technology to help shoppers choose the right devices, mobile plans and accessories The “Who wall” The first help station in the mobile area Three 46-inch touch screens help shoppers make a primary selection among the assortment of devices available After entering information about preferences such as multi-media habits, text messaging and budget, three devices are shown to examine in detail at the next station
11. Telenet Mobile develops new shopping concept with interactive technology to help shoppers choose the right devices, mobile plans and accessories The “Which site” One 10-inch screen for every two devices displayed When the shopper picks up one of the selected devices, the screen shows all of its specifications Customers can find information about other Telenet products on an additional screen TheSmart Care Corner, For specialist assistance A holographic projection links them directly to the specialist team of advisers at the Telenetheadquarters Viewers see a life-sized, 3D image and can use it to actually interact with the specialist, and even make eye contact.
12. Soccerpro.Com creates personalized shopping experiences In-store Uses the web site in the store to help shoppers find products and to expand in-store offerings Purchases can be shipped to homes or for in-store pickup Uses shopper data to create personalized in-store shopping experiences Captures data from the POS and other customer service modules and uses this information to create personalized in-store shopping experiences Leverages email management to stay in constant contact and create targeted promotions
13. Soccerpro.Com creates personalized shopping experiences Increased loyalty with surveys and vendor partnerships Has the ability to send automatic surveys and coupons to improve loyalty Actively collaborates with vendors to increase traffic to website Active presence across all major social networks increases visibility Facebook, Google+, Pinterest, Tumblr, Twitter and YouTube Facebook storefront is now a significant contributor to business growth
14. Verizon Wireless leverages in-store video to increase conversions Centrally located video gallery bridges gap between in-store and online Newer product videos include a 3D video player which mimics the in-store experience and allows users to virtually touch the phone and use it as they would with the device in-hand without ever going into a store The same user interface that is found on the phone through the virtual site including the interface, buttons and apps Device launches promote cross-channel offerings Each video can be used in various locations to fill specific needs for different channels Videos are also used as a CRM, customer service, and social media tool
15. Verizon Wireless leverages in-store video to increase conversions Launched a video campaign targeting key channels In-store, online, chat, mobile, social, email and employee training materials Increased online sales conversions and improve customer support Significantly higher conversion rates among video viewers versus non-viewers Enhances the user experience and uses the phone to help sell the phone with video on in-store devices Tracking technology allows Verizon to monitor consumer behavior for each device launch to discover which topics interest consumers most Which videos shoppers choose to view and how long they engage This data is then applied to the next round of devices, resulting in increased engagement and higher conversion rates
16. National Wholesale Liquidators doubles market basket sizes with new mobile solution New solution allows NWL shoppers now receive personalized, timed offers Helps solve merchandising problems such as increasing traffic during certain time periods and increasing overall basket sizes In-store digital signage using facial recognition Determine gender and age bands Based on these characteristics, the shopper is then offered a more precise set of in-store offers Shoppers can select the offers and have them sent directly to their mobile phones Each campaign is cross channel Leverages mobile with SMS text messages Coordinates these with in-store digital signage interactions Further drives campaign via Facebook/social
17. National Wholesale Liquidators Takes Mobile To The Next Level Drove significant results with a new mobile technology solution all while reducing cost per action Achieved 40%-plus in-store redemption rate Doubled market basket sizes Grew opt-in registration Increasing number of departments shopped Dramatically increased customer participation and mobile opt-in subscribers Defined goals for implementation: Connect and engage shoppers in real time Creating brand awareness Promoting new products Building a valuable loyalty-based program Reducing reliance on printed advertising flyers
18. Learnings
19. Technology can be used to reduce clutter at the shelf Shoppers are increasingly faced with many options and cluttered shelves. Seek out ways to leverage new technologies like gamification to increase visibility and desirability of our brands Gamification entices shoppers to pick up and interact with our brands at the shelf; moving the shopper decision from “do I pick this up?” to “do I put it in my basket?” For more information on gamification
20. In-store digital kiosks and signage help shoppers Catch shopper attention Help shoppers learn about our brands Find products in store Order product that might not be in store (endless aisle) For more information about digital signage
21. Seek to use precision marketing and personalized recommendations Mobile technologies can help customize offers Actively capture user data like purchase history and user preference Offer the most relevant deals to the right shoppers at the right time For more information on precision pricing
22. Strive for cross channel measurement Our products are being offered across more outlets and channels which requires truly integrated approach with cross channel promotions In-store Retailer websites Mobile With the increasing growth of various forms of media, the ability to track success of each will allow us to evaluate and optimize media spend
23. Key Takeaways Search for ways to leverage technology to bring visibility and desirability to our brands at the shelf e.g. Gamification In-store digital kiosks and signage can significantly help shoppers learn about, find, and purchase our products Precision marketing and personalized recommendations increase relevance with shoppers Use metrics to improve cross channel marketing initiatives
24. For more information on our digital shopper pilots or to join the Emerging Shopper Technologies community please contact: Alessandra Cascino Shopper Technology Manageracascino@coca-cola.com+1 (404) 676 5055 To download Introduction to Digital Key Learnings, please visit the Customer Portal
25. THANK YOU For additional information please visit the Shopper/Customer Marketing Community at www.KOSCMarketing.com