belgian beacon pilot in the supermarket - coca-cola enterprises - delhaize - bd myshopi project -...

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Marketing Plans 2015

Proximity marketing in retail through beacon technology

Partnership of

Beacon Marketing Seminar - San Marco Village 23 September 2014Toon Coppens – Strategic manager digital at BD myShopiVeerle Lauwers – Senior manager digital shopper marketing at Coca-Cola Enterprises



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Marketing Plans 2015Video

• Text

https://www.youtube.com/watch?v=hJmeA6G3s1A



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Marketing Plans 20151st beacon test in the food distribution in BE

A coming together of 3 parties eager to continuously innovate on

shopper marketing :



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Innovation in our DNA



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Marketing Plans 2015Who are we?



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How we define

“digital”



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1. Online Shopping 2. Digital Shopper Marketing

Pre-Shop Shop Post-Shop



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• Constant innovation to be closer to the consumer is already

128 years part of the Coca-Cola DNA.

• Good “retailer-supplier” collaboration and strong

partnerships are crucial.



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Also in the digital space we want to learn how new technologies

can be an added value in the shopper journey.



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Drive to innovate continuously and to test new

technologies is part of the DNA of Delhaize.

Continuous improvement of the experience of the customers

inside the shops by :

• being as relevant as possible in the interactions with the shoppers

• enabling the consumer to profit from promotions and to be well informed

• simplifying the life of the consumers while shopping



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Marketing Plans 2015myShopi: from a mobile shopping list app in 2011…



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Marketing Plans 2015To a full promo & shopping platform in 2014:1. Save 2. Facilitate 3. Inspire

Online discount codes

Shop info & opening hours

Shopping list

Printable coupons

Online Cashback coupons

Cashback saving actions

Recipes

Digital loyalty cards

Digital Leaflets



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Marketing Plans 2015Part of BD myShopi: omni-channel activation platform for retail & FMCG

4.3m households weekly

500k app downloads BE4m app downloads WW



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Marketing Plans 2015Cashback coupons?



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Marketing Plans 2015Cashback coupon redemption rates?

Other

-0,99 €

2€+

1 - 2€

1 + 1 Free

100%

50%

2.7%

4.1%

9.2%

6.4%

11.6%

23.3%8.3%

Average redemption rate per promo type



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Marketing Plans 2015myShopi app user?

Female 55%

Male 45%

*Reference Belgian population: Female – 51% / Male: - 49%

Gender

French 48%

Dutch 52%

*Reference Belgian population: Dutch – 60% / French - 40%

Language

*Reference Belgian population

Age

< 25 y

25 - 54 y

+ 55 y

6%

78%

15%

11%

53%

36%

25 - 34 y

35 - 44 y

45 - 54 y

32%

28%

18%



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Marketing Plans 2015myShopi app user?

Oost + West Vlaanderen

Antwerpen, Vlaams Brabant, Limburg

Brussel/Bruxelles

Brabant-Wallon, Hainaut

Liège, Namur, Luxembourg

24%

30%

9%

19%

18%

24%

31%

12%

13%

20%

Nielsen regions

*Reference Belgian population



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What’s in it for the

shopper



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Deliver them an unique experience

Make their lives more easy by delivering them personalized

offers via the channel they prefer, at the right time.



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• The smartphone has become a Shopping companion.• 1 out of 2 Belgians (18-45 yr) has a smartphone and 69% of

European shoppers expect personalized offers via this channel (IGD)

• Beacon technology enables proximity marketing nearby

and in the supermarket.



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The hunt for coupons by shoppers is over, we ensure they

receive the right offer at the most relevant time.



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Marketing Plans 2015The shopper remains in the driving seat

• Install the application

• Allow notification

• Accept localization

• Sound on



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Drivers for the pilot



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1) Evaluate the added value of proximity marketing to

• Remind shoppers outside the store about interesting

promotions

• Drive traffic to the soft drink isle

• Generate impulse

2) Test the feasibility of the beacon technology in a retail

environment



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• Check technical feasibility of the project

THEORY



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• Check marketing funnel

?

Shops

Bluetooth

Latest OS

App notifications

Latest release

myShopi app



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• Validate Consumer feedback on privacy worries



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Marketing Plans 2015August /September 2014• 9 Delhaize supermarkets

• 2 Beacons per store

1. Outside on the parking lot/ at entrance

2. In the soft drinks isle

• Outside message :

Remind people of volume promotion

-> Take shopping cart

• Inside message :

Break the routine trip through the store

-> unique promotion @soft drink isle

TestTestTestTestTestTestTest



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September/October 2014• 6 Proxy Delhaize supermarkets

• 1 Beacon per store – inside @ Daily fresh counter

• Drive impulse via combo deal

TestTestTestTestTestTestTest



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What’s next



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Marketing Plans 2015What’s next

1. Tests ongoing in Proxy Delhaize

2. Evaluate• Quantitative• Qualitative -> Consumer surveys

3. Further tests for personalized promotions



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Toon Coppens [email protected] @me_toonVeerle Lauwers [email protected] @talking_circle

belgian beacon pilot in the supermarket - coca-cola enterprises - delhaize - bd myshopi project -...

Marketing

video text

onshopper marketing

proximity marketing

myshopi app user

mobile shopping list

reference belgian population78

promo shopping platform

shopping companion