new personalizing promotions through understanding data, … · 2020. 3. 1. · personalizing...
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Personalizing Promotions through Understanding Data, Insights, and Effectively Executing via Omni-channel Retail
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Copyright © 2018 Accenture. All rights reserved.
“THE CONSUMER INDUSTRY IS GOING TO CHANGE MORE IN THE NEXT 10 YEARS THAN IT HAS IN THE LAST 40”
WORLD ECONOMIC FORUM DAVOS 2017
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Copyright © 2018 Accenture. All rights reserved.3
CONSUMERS HAVE CHANGED…
Connected.Influenced by others.
Keen to share – good
and bad.
Demanding. Expect fast &
personalised. Used
to superior service.
Informed. Know what they want
and how to get the
best deal.
Engaged.Keen to co-create,
personalise and to
take control.
Responsible.Take an interest in
origin, sustainability
and healthy choices.
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Copyright © 2017 Accenture. All rights reserved.4
CONSUMER PURCHASE HABITS ARE CHANGING FAST
1%
13%
27%
20%
24%
23%
29%
37%
59%
1%
9%
19%
16%
17%
18%
26%
34%
63%
2%
9%
13%
14%
15%
15%
21%
32%
64%
Other
Email from retailer
Got interested in something by going on social media – YouTube, Instagram, Facebook
Saw an advertisement – TV, print, radio
Just wanted to buy something
Recommended by friend or family
I randomly saw something I liked
Saw something I liked while shopping in store orbrowsing online
I needed it
Older Millennials (28-37)
Younger Millennials (21-27)
Generation Z (18-20)
Purchase Trigger
Younger consumers are increasingly impulse-
driven – and influenced by others in their purchases
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Copyright © 2017 Accenture. All rights reserved.
5
BRAND RELATIONSHIPS AND CONSUMER EXPECTATIONS REDEFINED
Surprise Me/ Trend Watch Expert Advice/ Social Commerce
Targeting Underserved Segments
On-Demand Beauty
Made by Me/ Made for Me
Making Sure I Never Run Out of My Favorites
Pro @ HomeMedicine + Beauty
Pure, Natural and Good for the Earth
Marketplaces
Natural/ Organic
Easy Replenishment
Special Products for Special Needs
Data-Enabled Platforms
Green and Clean
Replenish Now, Replenish for Me
Do It for Me
Keep My House Clean For Me
Rent a Wardrobe
Baby Marketplaces Nourish My Baby
Cool Moms & Dads
Pure, Natural and Good for My Family
Beauty &
Personal Care
Laundry &
Home Care
Oral Care Baby Care
Supply + Demand Priceline for Dentists On-Demand Emerging Markets
Keep Baby Safe/ Take Care of My Baby
Making Sure I Never Run Out of My Favorites
Source: Accenture Research analysis, CB Insights, Capital IQ
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The new path to purchase…
AGENCIES
eMail &
Messaging
In-Aisle mComm IOT
eComm New Channels
Search Streaming
Wearables
SocialCP
GB
RA
ND
SALES MANAGED INTERACTIONS MARKETING MANAGED INTERACTIONS ECOSYSTEM AND UNMANAGED INTERACTIONS
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MANUFACTURERS ENGAGE WITH END-CONSUMER
PERSONALIZED
CONTEXTUALIZED
AUTHENTIC
SEAMLESS
NOWOM
NI-
MO
DA
L
OM
NI-
INT
IMA
CY
TRADITIONAL
NEW
TRADITIONAL
NEW
…
PRIVATE LABEL
PHYSICAL RETAIL
WHOLESALER CHANNEL
…
ONLINE RETAIL
RETAIL ENABLED
VENDING
INTRA-INDUSTRY ECOSYSTEM
…
LICENCE OR ROYALTY
EXTRA-INDUSTRY ECOSYSTEM
SOCIAL COMMNITY
DIRECT MAIL
MEDIA
REVIEWS / BLOG
SOCIAL ADS
SEO
ONLINE ADS
PR
SOCIAL NETWORK
VIRAL VIDEOS
TV / RADIO
The “New Normal” Omni-Intimacy meets Omni-Modal
Copyright © 2017 Accenture. All rights reserved.
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TRADITIONAL RETAIL
D2C
SHARING ECONOMY
VENDING
WHOLESALECHANNEL
ECOSYSTEM/PARTNERSHIPS
ONLINE RETAIL
BECOME A MASTER OF MANY……
CPGCompaniesConsumers expect to find
and engage with their brands in multiple channels
ECOSYSTEM/PARTNERSHIPS
ONLINE RETAIL
SUBSCRIPTIONSUBSCRIPTION
TRADITIONAL RETAIL
D2C
SHARING ECONOMY
VENDING
WHOLESALECHANNEL
8Copyright © 2017 Accenture. All rights reserved.
Digital CPG?
Copyright © 2017 Accenture. All rights reserved.
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Copyright © 2017 Accenture. All rights reserved.
9
BE THERE! OR LOSE.THE CONSUMER IS LESS SKEPTICAL ABOUT NEW TECHNOLOGIES
Smart Reordering
household products
fresh food
personal care products
Source: PRELIMINARY 2017 ACCENTURE GCPR findings (shared on Sept. 26, 2017)
According to a recent survey, the percentage of consumers who said they are likely to at least use this method as an “occasional way” of purchasing:
65%
Replenishment Subscriptions
Consumers who reported mistrust as the reason they don’t use these services is going down:
34%
49%
2016 2017
Smart Reordering
44%54%
Replenishment Subscription2016 2017
61% 58%
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Copyright © 2017 Accenture. All rights reserved. 10
RELEASE THE VALUE CHAINS-BECOME A STRING OF PEARLS
SOURCE MANUFACTURE DELIVER SELL BUY, USE & RECYCLEDemand-Driven, Real-
Time ProcurementOpen Innovation,
Co-CreationPartner for Last Mile
Capabilities
Transforming Business Models and Experiences Consumer in Control
DISRUPTORS
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Panel Discussion