The Future of FoodPieter van Herpen | CEO Syndy

LET’S GET INSPIRED.

0

350

700

1.050

1.400

Q1 2012 Q3 2012 Q1 2013 Q3 2013 Q1 2014 Q3 2014 Q1 2015

Online In-Store

From a macro perspective e-commerce still looks small

Bil

lio

ns

Overall US Retail Sales ($)

Source: US Economic Census, comScore

But look closer, by product category…O

nlin

e a

s a

% o

f U

S r

eta

il sa

les

0%

15%

30%

45%

60%

2005 2007 2009 2011 2013 2015E

Media, Sporting, and Hobby GoodsElectronics, Appliances, ComputersClothing and AccessoriesFurniture and Home Furnishings Health and Personal CareFood and Beverage

Digital Share of US Retail Sales

Source: US Economic Census, BI Intelligence

Americans spend +$600 BN on groceries, less than 1% online.

0

200

400

600

800

2002 2004 2006 2008 2010 2012 2014 E 2016 E 2018

Online In-Store

US Grocery Sales Forecast

Offline

Online

Source: BI Intelligence

Bil

lio

ns

What’s holding back growth? Consumers aren’t the issue.

Generation Z (15-20)

Milenials (21-34)

Generation X (35-49)

Baby Boomers (50-64)

Silent Generation (65+)

0% 25% 50% 75% 100%

Already Using Willing to Use

Asia - Pacific

Middle East - Africa

Latin America

North America

Europe

0% 25% 50% 75% 100%

Consumers Ordering Groceries Online For Home Delivery

By Age By Region

Source: Nielsen

To succeed retailers must deliver true convenience

0%

25%

50%

75%

100%

Online Retail Department Store Restaurant chain Pharmacy Supermarket

Share of Top US Retailers With An App That Has Purchasing Capabilities

85% 75% 73%

50% 5%

Source: Nielsen

Source: Greycroft Science, Earnest Research

$0

$100

$200

$300

$400

Instac

art

Fresh

Direct

Peapod

Fresh

Mark

et

Harris T

eeter

Trader

Joe's

Whole

Food

s

Online Traditional

Average Spending Per Customer Per Month

Success unlocks new benefits from online shopping habits

YOUR PRODUCTS ARE BITS & BYTES

What do we mean by product content?

Customer ReviewsPraise from an unaffiliated voice makes the shopper trust you.

EAN codeTo differentiate your product from others for online shopping purposes.

Product TitleWorks to attract interested shoppers.

Product DescriptionSells your product through creative and evocate language.

VideosAllow the shopper to see - and feel - your product in action.

Storage Information

Nutritional Information/ AllergensLet the consumer know exactly what is in your products.

Preparation InstructionsSo that the consumer can get the most out of your product.

Manufacturer DetailsBecause being able to contact the product maker fosters trust and brand transparency.

PriceFull transparency invites the buyer to trust you and click ‘buy.’ Special deals further drive sales.

Product Media (3D, 360°)Seduces the shopper by showing the product at its best.

Volume/quantity/ Pack size What does the buyer get for their money?

To ensure that the consumer uses your product in the optimum state.

Coca-Cola bottle

Study: product content availability in The Netherlands

Product title

Volume

Basic product images

Ingredients

Nutritional information

Storage information

Manufacturer contact details

Product description

USPs

Magnifible images

GDA

Serving suggestions

Allergens

Additives

0% 25% 50% 75% 100%

10%

10%

30%

30%

40%

50%

70%

70%

100%

100%

100%

Content availability across top 10 e-grocers (NL)

Conclusion: same same but different…

In-storeOnline

1. Less product content online vs. on-pack (really..?)

In-store availability of content on

product packaging

Online availability of content

per product

…but Cloud supports unlimited storage…

Avg. 5 content fieldsAvg. 25 content fields

2. Inconsistent product representation across the web

Calvé Pindakaas is de enige échte

pindakaas. En dat proef je meteen!

Calvé Pindakaas, haal eruit wat erin

zit.

De enige echte, ouderwetse,

traditionele Calvé pindakaas. Voedzaam

en smeuïg, goed smeerbaar en eiwitrijk.

Dit is krachtvoedsel - superfood! Niet

alleen voor op de boterham, maar ook

voor zelfgemaakte pindasaus.

Calvé Pindakaas is de enige échte pindakaas. En

dat proef je meteen!

Wist je dat Calvé pindakaas van nature:

• Een bron is van bouwstoffen, vitaminen &

mineralen en rijk is aan vezels.

• Energie geeft om lekker actief bezig te zijn.

• Eiwitten bevat die bijdragen aan de groei van

spieren.

Calvé Pindakaas bevat geen toegevoegde suiker.

Gebruik Calvé Pindakaas als onderdeel van een

gezonde voeding en leefstijl. Bron van eiwitten, rijk

aan onverzadigde vetten. Bron van vitamine B3,

vitamine E, Magnesium, Zink en Fosfor.

Pindakaas

Calvé Pindakaas PINDAKAAS.calve pot( je) 350 gram

Calvé Pindakaas pot Calve pindakaas 350g

RETAILER 1 RETAILER 2 RETAILER 3 RETAILER 4

3. No control over online product representation

IN-STORE -> PACKAGING OFFERS CONTROL ONLINE -> NO CONTROL SOLUTION

EMAIL +

EXCEL + …

GOOD PRODUCT CONTENT = NEW OPPORTUNITIES

Easy customisation/personalisation of product content

Smart recommendations from product content + analytics

Contextualisation based on advanced analytics

Just for you

Source: Certona

High conversion from impactful product content

+27%

+35%

+17%

360° IMAGES CUSTOMER REVIEWS

BLOGGER VIDEO

VIDEO

Source: KissMetrics, Unbounce, Syndy

+144%

Product content powers the Internet of Things (loT)

Driven by consumer appetite for more information

Product content to enhance in-store customer journey

Source: Expo Milano 2015

PERFECT PRODUCT CONTENT, WHERE IT NEEDS TO BE

Made for the 21st century

From 3 weeks to 3 minutes…

The easiest solution to deliver perfect

product content to every webshop.

Supplier

Thank You!

Pieter van Herpen

E: pieter@syndy.com

M: +31614385005

Want to know more about the e-commerce market for food?

Visit www.syndy.com to download our latest report