Supermarkets-- Online Experience

Transcript

1. Supermarkets ~Online experience
2. 2 Brief  defini*on   Supermarket  –  A supermarket, also called a grocery store, is a self-service store offering a wide variety of food and household merchandise, organized into departments. It is larger in size and has a wider selection than a traditional grocery store and it is smaller than a hypermarket or superstore. Current  Situa,on:   The  supermarket  industry  is  currently  missing  out  on  the  opportunity  of  online  adver,sing,  targeted  to  both   the  mainstream  audience  as  well  as  the  more  targeted  audience  represented  by  the  Hispanic  sector.     Food  Products    SoC  Drinks    Toiletries   Supermarkets  
3. 3   Costco   K-Mart   Whole foods   Target   C-Town   Bravo Leading  Supermarkets  
4. Website Analysis 4
5.  Promotional offers on the Home Page  Connectivity to Facebook  Focus on Costco shopping cards  Search facility provided  Site up to date with the current affairs. (i.e. Japan relief fund)  Link to check offers available at local Costco stores  Users can receive promotional offers through email  Store locators present on the page  No offers for Hispanic customers  Site does not have language conversion to Spanish  Site overloaded with content, makes the webpage confusing Home page experience:- Costco.com   5
6.  Promotional offers on the Page  Search facility provided  Site is not overloaded with content  Upcoming Events/ Festivals grab attention  Limited time offers displayed in the centre of the page.  Social media connectivity present on the page  Store locators present on the page  Online shopping (Users can shop for Grocery items, clothing, electronic goods etc)  Separate tab to search for weekly Ad & Deals  Clearance grabs users attention by being present in the left Navigation  No offers for Hispanic customers  Site does not have language conversion to Spanish Home page experience:- Kmart.com   6
7.  Site up to date with the current affairs.  Email subscriptions  Social media connectivity  Blogs  Printable coupons  Sale flier PDFs can be downloaded  RSS feeds  Featured, Top rated Recipes are available  Location Finder has maps integrated  Promotional Offers  No offers for Hispanic customers  Site does not have language conversion to Spanish Home page experience:- wholefoodsmarket.com   7
8.  Flashy Promotional offers on the Page  Search facility provided  Although the home page has a lot of content, it does not look overloaded  Social media connectivity present on the page  Users can receive promotional offers through email  Online games grab attention  Daily deals  Online Shopping facility.. Users can shop for almost everything.  Gifts draw a lot of attention of the user.  Coupons available on the web page in printable format  No offers for Hispanic customers  Site does not have language conversion to Spanish Home page experience:- Target.com   8
9. Ctown  Supermarkets   Home page experience:-  Store locators  Coupons and promotions tabs  A section dedicated to kids which offers tips on health and Sickness as well offers attractions for little kids like Homework Help, Games & Activities, Experiments, etc.  Users can receive circulars through email  Communities and Events are present on the Home Page  Hispanic presence on the website  Users can also connect to face book and twitter ss 9
10. Home page experience:-  Store locators  Coupons and promotions tabs  A section dedicated to kids which offers tips on health and Sickness as well offers attractions for little kids like Homework Help, Games & Activities, Experiments, etc.  Users can receive circulars through email  Communities and Events are present on the Home Page  Hispanic presence on the website  Users can also connect to face book and twitter Bravo  Supermarkets   10
11. Facebook Experience 16
12.  No of likes = 342,586  K-Mart face Book Page highlights following features   WWE Sweepstakes   e Gift Cards  Careers  Polls  Events  Discussions  Reviews  Photos  Videos  No of likes = 342,586  K-Mart face Book Page highlights following features   WWE Sweepstakes   e Gift Cards  Careers  Polls  Events  Discussions  Reviews 0 Kmart 17
13. K-Mart’s approach to draw consumers on FB Wall :- Special Promotions are posted on the wall. Users post reviews, comments related to the products Careers:- Job openings in K-Mart are listed Sweepstakes- Users get a chance to win exciting prices by suing this app eGift cards:- Users can send gift cards to people on face book Poll:- There is a question posted and the users vote their opinions. The question is ranked accordingly Reviews and Discussions:- Events:- Any events that the user is associated to comes up in the events tab Kmart 18
14.  No of likes = 4,030,152  Target face Book Page highlights following features   Spring Style   My target Weekly  Club Wedd  Merona  Events  Photos  Videos  Special Promotions 0 Target 19
15. Spring Style :- Spring Style is a limited time offer in which the user is required to send in a family photograph depicting his sense of style and he can save upto 10% on selected khakis at Target. Born this way :- Users can pre-order the studio album directly from target on FB My Target weekly:- Helps the user get smarter deals which are personalized as per the requirements of the user. The user is required to click on the "Love" deals for better deals. Club Wedd:- A gift registry site where the users can log in and buy products required for their weddings. Apart from that Club Wedd also provides blogs on wedding tips and advice pertaining to the registry. Merona:- Merona is a personal styling application where the user can customize various outfits and accessories to match his or her choice. Target’s approach to draw consumers on FB Target 20
16.  No of likes = 228,801  Costco face Book Page highlights following features   Coming up events   Sign up to receive offer updates on mobile.   Membership  Online shopping  Travel  Services  Offers specific to months.  Costco Wall Costco Travel is another Face Book page that is liked by 3845 fans Costco 22
17. Social Media Analysis 23
18. 228801 342586 4030152 0 500048 0 175 Fans Target has got the maximum number of fans on Face book Social media Analysis – Face book 24
19. 6230 78615 120466 0 97 18 1880076 Followers Followers Wholefoods has got the maximum number of followers on Twitter Shop&Stop doesn’t have a twitter account Social media Analysis – Twitter 25
20. Ctown  Supermarket  Blog   AnthonyDiaz,   general   manager   of   a   C-­‐Town  supermarket  in  Williamsburg,  Brooklyn,  found  a   smart  way  to  tap  into  the  younger  demographic  present   on  Tumblr.   “I  noticed  that  a  lot  of  our  younger  customers  never   picked   up   our   flyers   that   list   all   the   sales   of   that   week,”   he   says.   “They   were   missing   opportunities   to   save   a   lot   of   money.   So   I   wanted   to   find   a   way   to   communicate   our   sales   with   them.   The   limit   on   characters  and  lack  of  pictures  ruled  Twitter  out  for   me.   I   ended   up   choosing   Tumblr   instead   of   a   traditional   blog   because   of   the   dashboard   feature.   With   Dashboard,   our   sales,   coupons,   etc.   are   delivered   to   our   customers   in   an   easy   and   non-­‐ spamming  way.”   Diaz,   of   C-­‐Town,   says   Tumblr   allows   him   to   communicate  with  his  customers  and  therefore  make  the   shopping   experience   better.   “Most   of   our   younger   customers   spend   little   time   in   the   store.   They   go   in   and  out,  [and]  don’t  ask  for  help  or  to  speak  with  a   manager,”   he   says.   “Because   of   Tumblr,   they   have   started  to  send  me  messages/e-­‐mails/tweets.  We  have   filled   item   requests,   fixed   stocking   issues   and   increased   customer   support   more   so   than   without   the  Tumblr.”   27
21.   The ability to connect personally with customers in real‐ time,consumer engagement with the product; consumer as a product advocate   Increase reach beyond television ads   Building awareness among younger generation   Seeking new talent   Cost‐efficient marketing tool   Position the company as a resource and improving brand image   Internal company communication 28 Social media opportunities for Supermarkets
22. Mobile technology analysis 29
23. Smartphone  apps   30 Most Supermarkets already have a Smartphone app. Common features of app include: • Store Locator • Circular mobile version • Browse products and purchase • Share on Social Media Sites Original features: • Helpful-Whole Foods app allows user to look for recipes featuring organic food. It also generates recipes with specific ingredients the user might have • Interactive-K-Mart developed a Back to School app where they allow users to pick clothes and try them on on an avatar for a number of points • Rewards-Stop’n’Shop allows you to check the number of points on your loyalty card
24. Kraft foods creates a new mobile site Kraft Foods is expanding its reach of consumers through the launch of a new mobile Web site, which will be promoted via mobile search and banner ads on Yahoo's Web portal. http://m.kraftfoods.com With just a few clicks, users can create shopping lists, search their favorite recipes by ingredient or meal category, all by utilizing Kraft's extensive database of recipes. Users' accounts are linked to their respective Kraftfoods.com Web accounts to facilitate the Kraft engagement and help drive additional engagement with Kraft Foods content. 31 Supermarkets in the Mobile Zone!!!
26. 0% 5% 10% 15% 20% 25% 30% Target Whole Food Market Costco Kmart Stop & Shop C Town Bravo Food Service Direct 16.6 M (Monthly Traffic) 758.6 K (Monthly Traffic) 4 M (Monthly Traffic) 6 M (Monthly Traffic) 252.2 K (Monthly Traffic) 13 K (Monthly Traffic) NA 82.6 K (Monthly Traffic) Hispanic Visitors Hispanic Visitors Monthly Online traffic on Supermarket sites Bravo website gains maximum Hispanic presence of 28% The graph shows Hispanic presence on the websites of top supermarkets Hispanic  Online  Traffic  Stats   33 Hispanic Presence on Supermarket websites
27. 200.9 49.7 39.9 14.4 5.4 White Non Hispanic Hispanic Black Asian Multicultural In millions 65% 16% 13% 4% 2% Percentage of total population White Non hispanic Hispanic Black Asian Multicultur al 34 2010 Hispanic Population in US
28. Hispanic Internet spending varies from city to city. New York and San Francisco are the cities where the top Hispanic spenders online can be found. Hispanic Internet Purchasers in New York spend $883 online annually, while those in San Francisco spend $879 annually. Sacramento, Fresno, El Paso and Harlingen Hispanic Internet Purchasers spent the least amount of money online annually (under $600 per year). 36 Internet spending - Hispanic
29. 37 Food and Grocery Electronic & Media Apparel Look outs for entertainment Banking, Mortgage House décor, Kitchen appliances Insurance Auto purchase 0 50 100 84 77 75 74 68 67 61 61 In Percentage Online activities of Hispanics