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© CLAVIS INSIGHT
UK CONFECTIONERY: WHO’S WINNING IN THE ONLINE
CHANNEL & WHYJOHN NEILSON , MARKETING DIRECTOR
Webinar
March, 2015
© Clavis Insight 2015
WHO WE ARE…
The Industry Leader of Online Retail Store Analytics for
Consumer Packaged Goods Manufacturers & Retailers
…analyze everything the
customer sees…
…technology to visit online stores
around the world…
...deliver insight solutions, analytics and consultancy…
© Clavis Insight 2015
John Neilson is Marketing Director, Insights & Thought Leadership at Clavis Insight. He has over 10 years’ experience and expertise in the fast moving consumer goods (FMCG) retail and insight industries. John began his career as a retail analyst with Kerry Group in 2002. John then moved to lead Customer Marketing in Unilever Ireland HPC.
In 2006 John joined dunnhumby, rising up the ranks to Senior Client Director. Whilst working with dunnhumby John became the first (and only) member of the global team to join the Tesco Commercial team on secondment, as Commercial Buying Manager for Baby Food & Baby Care
TODAY’S PRESENTER
© Clavis Insight 2015
• UK Online Confectionery Performance
• The Scope & Approach of the research
• Clavis Insight Index, CI2 explained
• Category Rankings, & Performance Drivers
AGENDA POINTS
© Clavis Insight 2015
Online Candy sales poised to growManufacturers and retailers need to face the challenge head on
Overcome barriers to ‘Fulfilment’Over 80% of Target’s Confectionery range involves a more complex ‘path to purchase’
Dove Brand wins in ChocolateSkittles, Haribo & Mentos returning top of Search in Candy
Look to the not-too-distant futureNew models of fulfilment will enable online Candy purchases and break down barriers
KEY US CANDY TAKE-AWAYS
© Clavis Insight 2015
UK CONFECTIONERY TRENDS
UK Online Confectionery sales
exceeds £100mn
While category growth slows in physical stores, Online sales are up 30%
YoY
Driven in part to growth of ‘Take Home’ sector,
at the expense of ‘Impulse’
The Grocer, Kantar, IGD 2014
Online now accounts for over 3% of Total Confectionery sales in the UK, outpacing Total Online Grocery growth by almost 10%
Total UK Online Grocery £8bn
£100mn
+20%
-5%
© Clavis Insight 2015
ImageProduct Details
Availability
Search
METRICS ARE ‘PATH TO PURCHASE’ DRIVERS
© Clavis Insight 2015
Image P
In Stock P
Key Content P
WHAT GOOD LOOKS LIKE?
© Clavis Insight 2015
THE NOT SO GOOD…
No Image Present
No Product Details
SearchOutside Top 50
Why do you think that this product ‘under-indexes’ vs. the category, contributing to a low CI2
Product status at time of data acquisition
© Clavis Insight 2015
TO RECAP…
Looking at products within a category….P
rod
uct
Availability
Image
Content
SearchB
ran
d
Aggregated performance by Brand across metrics and stores
Cat
ego
ry
Brand Performance benchmarked against the category average
Ind
ex
Brands indexing over 100 perform ahead of the category avg., less than 100 behind…
© Clavis Insight 2015
CI2 TOP 10 CHOCOLATE BRANDS
• Kit Kat, & Nestle brands lead the Chocolate category across the four UK retailers (Cadbury’s, #1 offline does not appear in the Top 10)
• We also see a strong performance from more upmarket, premium brands, Green & Blacks and Lindt – trend seen in other online categories
UK Chocolate
© Clavis Insight 2015
PERFORMANCE DRIVERS - CHOCOLATE
‘ENGAGE ME, BUY ME’…
The leading Chocolate brands delivered a consistently strong performance on Content Integrity, and Availability
The top 5 ranked brands all over-index significantly on both metrics, meaning these products are ‘In-Stock’, and that associated product pages deliver high quality, accurate and engaging content – 2 core fundamentals of eCommerce success!
The ‘Winners’
© Clavis Insight 2015
EVEN ‘WINNERS’ NEED TO FOCUS ON BASICS
• Although Premium brands may be leveraging engaging content (tasting notes etc.) to appeal to a desired shopper profile.
• Further room to improve of more basic elements of Content however, with failure to optimise Product Names…
© Clavis Insight 2015
IMPULSE MULTIPACKS DRIVE ‘TAKE HOME’
• ‘Single Multipack’ offerings lead on Search, growth of Take Home offerings is clear
• 7 of top 10 Search returns on ‘Chocolate’ in Tesco are single multipacks!
• How can we leverage innovative ways to fulfil on Impulse purchasing behaviour in the online channel – checkout interrupts, adjacencies…
© Clavis Insight 2015
CI2 TOP 10 SWEETS
• More synergies in Sweets online performance with offline – Where we saw an absence of Market leading Cadburys in Chocolate
• Haribo #1 offline, driving online performance through dominant Search across stores
• Whilst brands such as Werther’s rank in the Top 5 on the back of strong Content Integrity
UK Sweets
© Clavis Insight 2015
PERFORMANCE DRIVERS - SWEETS
‘FIND ME…’
Not much to choose between the Top 5 Sweets brands on Image (Presence) & Availability
It’s down to Search, and a key driver of Search (Content Integrity) which sees Haribo and Bassetts rise to the top!
The ‘Winners’
© Clavis Insight 2015
HARIBO LEADS ON ‘SEARCH’
• 70% share of Sweets ‘First Page’ in Ocado
© Clavis Insight 2015
CONSISTENCY IN CONTENT KEY FOR
WERTHER’S
• Key product information, Description, Ingredients & Nutrition present across stores
PP
P
P
© Clavis Insight 2015
Growth Channel…Online Confectionery growth significantly outperforms that of physical stores
Take Home driving performance…Multipack formats hold majority share of ‘First Page’ Search returns
Nations Favourite has work to do…Absence of Cadbury’s from Top 10 Chocolate brands, with Kit Kat and Premium brands leading the way (Availability & Content key drivers here)
Haribo Winning In-Store & Online…Consistently coming out top of Search across stores sees Haribo lead the Sweets category online
INSIGHT ‘WRAP UP’…
+30%
© Clavis Insight 2015
• CI2 is a balanced composite score to track performance of your brands against key Clavis metrics
• CI2 will enable you to take a holistic market view of performance
• Actionable Insight, - clear direction where you need to focus efforts to ensure your brands ‘win online’
IN SUMMARY…
© Clavis Insight 2015
• Continuous measurement, and monitoring of online presence is key to success
• Be aware of ‘pressure points’ (metrics and stores)that can impact & dictate your brand’s performance
• Set goals and targets, to beat the competition, drive uplift for your brands, & the category
RECOMMENDATIONS…
© Clavis Insight 2015
QUESTIONS & ANSWERS
John Neilson Marketing Director, Insight & Thought
Leadership
FOR MORE INFORMATION
VISIT: WWW.CLAVISINSIGHT.COM
EMAIL: [email protected]
Portfolio
Content Integrity
Availability
Placement
Rating & Reviews
Media Tracking
SIMULATING SHOPPER INTERACTION WITH ONLINE
STORES, BRANDS & PRODUCTS
Pricing
…DRIVING ACTIONABLE
INSIGHTS FOR YOUR BRANDS
© Clavis Insight 2015
CA
NL
FR
ES AU
TRJP
CN
US
UK
BR
BE
DE
CLAVIS COVERS EVERY MARKET, WITH CAPABILITY TO
HARVEST ANY ONLINE RETAILER IN ANY LANGUAGE
IN
IE
© Clavis Insight 2015
QUESTIONS & ANSWERS
John Neilson Marketing Director, Insight & Thought
Leadership
FOR MORE INFORMATION
VISIT: WWW.CLAVISINSIGHT.COM
EMAIL: [email protected]
