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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
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