Wij nodigen je uit alles uit deze presentatie te hergebruiken, op welke wijze dan ook, mits je ons uitnodigt mee te bouwen aan jouw uitdagingen van vandaag en kansen van morgen. The world is a playground – Test & learn!

NIKE FESTEN ANIKA SIEPEL Senior consultant Customer Excellence Global eCommerce Growth manager

Public Private Ecosystems Customer Excellence Data Experience HR & EX Transform 360

11.200 OWNERS 19.000 COLLEAGUES 13,9 BL. KG. MILK INTAKE 10,4 BL. EURO REVENUE 4 GLOBAL BRANDS THE 4TH LARGEST the LARGEST ORGANIC DAIRY supplier in the world ABOUT ARLA FOODS

Wij nodigen je uit alles uit deze presentatie te hergebruiken, op welke wijze dan ook, mits je ons uitnodigt mee te bouwen aan jouw uitdagingen van vandaag en kansen van morgen. The world is a playground – Test & learn!

De klant centraal?

Maar waarom?

Onderscheid op product of dienst alleen verdwijnt

Organisaties uit alle sectoren leggen de lat hoog

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& de klant centraal zetten loont!

Hoe dan?

Strategie: succesvol in eigenheid en consistentie

Maar wat wil jouw klant eigenlijk?

CUSTOMER LIFECYCLE KLANTREIS KLANTONDERZOEK (Hoe & Waarom?) CX ANALYTICS (Wat & Waar?) 1. DISCOVER 2. DESIGN 3. DELIVER BACKLOG PRIORITEITEN ORIËNTEREN KLANT WORDEN KLANT ZIJN VERTREKKEN Begrijp je klant, test & leer om te begrijpen wat echt werkt

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Framework for delivering insights at scale Test & Learn Guidelines ❖ Structured approach for business process & validation of insights ❖ Manage on velocity (# experiments) ❖ Manage on relevancy of insights delivered ❖ Communicate results on: ✓ Lessons learned ✓ Consumer/Customer experience ✓ Quantitative KPIs For Test & learn we follow a structured approach to select relevant experiments & engage markets To ensure insights & learnings can travel between markets we use templates for submission & communication of results

Business Process Identify Opportunities Select type of Experiment Prioritise Voting & Selection Start Experiment Communicate launch RESULTS Open input Central team Central team Markets in shared session Selected market + Central team Central team Selected market + Central team Everyone in the organisation can input ideas. The ideas can come from consumer or market insights, brainstorm or partner requests Segmentation of ideas into Focus Areas The Experiments will be prioritised based on expected: - Impact - Confidence - Effort During a bimonthly session the experiments on the backlog will be pitched and voted on. After which markets can volunteer to run the experiment. The selected market will work with the Central team to finalize the hypothesis and experiment set-up. The teams will communicate to the broader organisation when experiments are launched & when results can be expected. The results will be communicated in a strict format to allow comparison. We will report on: • Results • Insights & Learnings • Next steps Decide Markets Time to make decisions, an overview of options: • Scale • Continue with follow up experiment • Capture learnings but not continue 1 2 3 4 5 6 7 8

Experiment Validation Framework What Do You Want To Learn? Research question • Be specific • Focus on one learning at the time • Identify the target group • "As we have observed [1 what is the observation] we want to [2 learning objective] We expect that [3 highlight the change] would lead to [4 expected result]” Experiment set-up • Identify what you will use as a base for comparison in the validation • What data do you need? • What are the variables you are testing • Identify a partner when needed Experiment design • Create all the assets • Be detailed on every step • Set-up the right tracking to capture data • Define the needed runtime & the size of the group • Inform relevant stakeholders Data validation • Consolidate the data • Remove outliers Why • What is the reason you are starting a validation? • Do you want to understand a consumer need / business need / other? • This will serve as input for your question Monitor when live • You are live! • Check if all is according to plan • Check if you have access to the right data. 2. Specify your question 3. What insights do you need to get an answer? 4. Design your solution 5. LIVE! 1. Define the need (Research) 6. Analyse the insights

Vaste Templates

Based on these insights we learned X Therefore we advise X We know occassion-based bundling works, but various players utilise different types of bundles: virtual or pick ‘n mix. Do shoppers prefer ease or choice? For institutional use only 22 Insight / need Question / Hypothesis What type of bundle drives a higher conversion for the same occasion [breakfast]: pick ‘n mix or a virtual bundle? Set-up Control vs. A/B/C/Etc. A: fixed breakfast bundle: yoghurt, muesli, blueberries B: pick ‘n mix with various muesli & fruit options Data requirements • # sold items per day of active campaigns • % uplift compared to week before • % uplift per week - 2 weeks after active campaigns • %CTR (clicks on banner/visibility) • %ATR (add to carts from banner/visibility) • % uplift in average share of category 4w prior to campaign and two weeks after vs. during campaign • % uplift in share of baskets before vs. after campaigns • # of customers buying the deal • List of top 10 frequently bought together products from Arla Assets needed Banners Own category on site Stakeholders eCom shopper marketeer KAM Custormer Timeline - Results A vs Control = Impact B vs Control = Impact Conclusion Experiment Use Case A/B Test on Bundling Experiment set-up Create Assets Go-Live Wk 34 w35 W37-38 Receive and Analyse results Wk 42 Evaluation Wk 43 Illustrative purposes only

Insight / Need: Inspiration and conversion are becoming seamless, and consumers are becoming accustomed to convert in the same environment as their first touchpoint. Initial Test: consumer scan, is there a hook for us to explore social commerce? Follow-up: define ‘routes’ to activate social commerce as a sales channel. Each concept was developed following this process. Consumer research Conducting extensive consumer behavioural research Discovery Development Segmentation Isolating relevant audiences and insights Finalisation - GTM Market research Understanding the ongoing demand shift and growth opportunities Portfolio review How could our brands answer the current demand Portfolio opportunity Which brand(s) could be the perfect fit Proposition definition The eCommerce pilot concepts eCommerce approach First approach on how to activate the pilot through ecommerce Proposition lock Signing off the idea and proposition for each concept Objectives What are we expecting to find out from each e-shop? eCommerce definition Defining the shops features eCommerce plan Defining the social ecosystem and role of each channel eCommerce strategy Determining coms plans, partnership and activation for each route. Finding Arla’s way into social commerce Illustrative purposes only Experiment Use Case Social Commerce

+$ +$ +$ >Repurchasing +$ >Retention +$ >Cross-selling +$ Promotors +$ >Reputation +$ >Up-selling +$ -$ -$ -$ Resource optim. - $

Outtakes 1. Begrijp je klant 2. Bepaal waar jij voor staat – Eigenheid & consistentie 3. BEGIN! 4. In je experiment programma, richt op snelheid 5. Vier de failures – ook daar leer je van 6. Doe geen aannames, n=1

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CX ‘good reads’ en interessante websites Boeken Websites • serviceexcellence.nu • cxpa.org (Customer Experience Professionals Association) Podcast