Using Digital Influence to Sell More Natural Products

We help our clients drive growth where traditional and digital food retail converge.

Using Digital Influence to Sell More Natural Products

By Bill Bishop Chief Architect, Brick Meets Click

Presented @ ExpoEast 2014

Published at brickmeetsclick.com – November 25, 2014

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My local health food store …

©2014 BRICK MEETS CLICK

Struggling to

do it all

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Objective of this presentation

How digital is changing the ways:

• people buy

• retailers sell

5 ways you can leverage digital influence to

win more business


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What does digital influence create?

Open, lower cost access to more customers

and a larger market


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> Emphasize what makes the product special

> Then identify the best way to spread the word


Digital influence is

shaped by the way

suppliers look at their

business

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Old ways don’t work as well

Broadcast

Narrowcast


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Path to Purchase Changes


Step 1 – Discovering/Learning

Step 2 – Evaluating/Comparing

Step 3 – Planning (search & locate)

Step 4 – Purchasing & Receiving

Step 5 – Reacting Post Purchase

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The personalized, fragmented market means

Customers are empowered

Mobile is key

New opportunities arise

New challenges need to be managed


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More Info

Greater Choice

Increased Buying Power

1. The Empowered Customer

Takeaway

Growing expectations and desire to connect


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2. Mobile, Mobile, Mobile


Two roles Part of Omnichannel

experience & driver of

ecommerce

Webrooming Can drive in-store

purchases too

Online purchases Today - tablets;

Tomorrow - smart

phones

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3. New Opportunities

You can sell before you buy

Opens more paths to market


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4. New Challenges

• Infosation

• More competitors

• Greater complexity


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For Food Retailers

More is better: Customer satisfaction

increases w/ # of digital connections


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For Suppliers

More touch points = more work


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Digital/tech tools

have the greatest

impact on the

discovery phase


Takeaway

Shoppers expect manufacturers and producers to have

great content online* *GMA report The Digital Future

For Suppliers

More touch points mean more opportunity

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How is the game changing?

You now have greater access to shoppers who are

creating their own personal supply chains.

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What is best for me to buy?

Based on ingredients, dietary concerns,

allergens, etc.

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Based on price

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Based on other customer recommendations

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Who should I buy it from?

Familiar vs New

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How do I like to shop?

In-store vs. online vs. as entertainment

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Who will get the products into my house?

Me, or can I outsource that job to

someone else?

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All these choices -

Encourage shoppers

to look harder for

exactly what they

want

Takeaway

This creates the need for more personalization

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Take advantage of digital to:

> Keep relevant to current customers so you’ll

encourage them to buy more

> Attract new business from the competition

5 ACTION STEPS for unlocking the potential


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ACTION STEP: #1 2 3 4 5

Think customer solutions


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A. Solution selling

Offering "solutions" by combing

complementary items (a.k.a.

bundling) is a powerful way to:

> Increase transaction size

> Drives sales for both online and

brick and mortar retailers

STEP 1 Think Customer Solutions

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B. Create subscription systems

As we shift from transactional

to relationship-based shopper

communication, expect that

subscription service models

will play a bigger role.

Depending on your product, also think auto

replenishment to make it easier for the customer


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C. Identify ways to make your value

proposition more attractive

Examples - think “outside the box”


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D. Build more online dialogue & community

Listen and respond to your customers


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STEP: # 2 3 4 5

Tell more stories

Your story, a customer’s story, an employee’s

story, or a product’s story

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STEP: # 3 4 5

Put mobile into everything you do

Searches, email, websites, online ordering, etc.

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STEP: # 4 5

Test & learn Fail faster as a way to more quickly adapt >>>

Reduces the risk of innovation

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STEP: # 5 Plan for ecommerce growth

©2014 BRICK MEETS CLICK Percentage of total grocery dollars

7%

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7%

3 things to consider in building your plan

• How to bring your product to market?

Great content

• Where you initiate the transaction?

Amazon, other marketplace, or yourself

• Who will complete the transaction?

You, or outsource that function

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7%

Things are still evolving

Apple’s announcement on September 9, 2014

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Moving forward

Digital gives you the power to reinvent


Focus on the customer

– not the competition

Don’t let it become

more important than the

human connection

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Brick Meets Click We help clients drive growth where traditional and digital food

retail converge.

We also host a commercial-free forum on the future of shopping

and retail at our website.

Visit us at brickmeetsclick.com

Follow on: Twitter, LinkedIn, Google+ and/or Facebook


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Using Digital Influence to Sell More Natural Products