Digital & E-Commerce

Transcription

1 Digital & E-Commerce

2 SONAE AT A GLANCE EFANOR 53% SONAE 2.5b Market Cap ca. 40% Free-Float SONAE MC SONAE SR SONAE SIERRA SONAECOM SONAE RP SONAE IM Food Retail Specialised Retail Shopping Centers TMT Retail Properties Invest. Management 100% 100% 50% 74% 100% 100% Continente Continente Modelo Meu Super Wells... Sport Zone Worten MO Zippy... NOS MDS Maxmat Geostar Wedo... CORE BUSINESSES CORE PARTNERSHIPS RELATED BUSINESSES

3 SONAE Celebrating 56 years of life The average life expectancy of a multinational corporation-fortune 500 or its equivalent - is between 40 and 50 years. Source: Bloomberg Businessweek

4 Sonae is a house of brands 82 BRANDS PRODUCTS

5 Sonae MC 640 STORES #1 FOOD RETAIL IN PORTUGAL M 2 SALES AREA SONAE MC has various types of businesses and brands: Hypermarkets Supermarkets Convenience Supermarkets Proximity stores in a franchising format Bookshops Stationery and gifts Garden and animals Health, well-being and opticians Dogs and cats products and services

6 E-Commerce +10% CAGR

7 E-Commerce Web Traffic Pageviews in the last year

8 The customer

9 The customer 191,4 M transactions Our stores multi channel 299K SKU s

10 The customer How they arrived? Our stores Our brands Multichannel 3,347M customers What do they do? Frequently Abandoned Promotions love

11 Behavior macro analysis Key Value Drivers 225 Market studies Dimen + Convenience Design sions 73k 81% complains S & C 19% suggestions Projects

12 Behavior macro analysis Key Value Variety of services Variety of products One single space Shop quickly The way to the store Free parking Proximity Local Drivers Savings Shop quickly Inside store Good price / quality ratio Private Label Schedule No queues Organization

13 Behavior macro analysis It s easy to go to your store. Dimen Your staff helps me with my grocery. Convenience How can I save more money? sions I can easily find what I need. I like to feel comfortable inside.

14 Behavior macro analysis Projects

15 Behavior micro analysis Satisfaction Questionnaire Customer Experience Customer experience (CX) includes all the customer interactions with direct contact or about opinions, word of mouth). Magic moments Touch Points & CRM analytics Customer Journey map An holistic representation of all touchpoints or interactions that the customers had in our online store. Pain Personas Points

16 Pain Points micro analysis MAGIC MOMENTS Moments where the customer are satisfied. TOUCH POINT Places where interaction exists To know with situations create the bigger number of interactions Objective Solution To create a procedure categorizing complains and contact moment's PERSONAS Kind of person that represents a group of individuals with the same demographic and behaviour characteristics. CRM between the customer and the product or service. PAIN POINTS Moments/Interactions that cause dissatisfaction to the customer.

17 Touch Points micro analysis Value proposition SITE Payment 366 registered complaints Post Web browsing delivery Purchase Product breakdown Delivery registration November 2015

18 Magic Moments Satisfaction Thermometer Questionnaire Would recommend to a friend, Continente Online Store? How easy it was to make their purchases in the Continente Online Store? What is your overall satisfaction with the Continente Online Store? Based on Satisfaction Study (September 2014), Market Research Team

19 Magic Moments Checkout Satisfaction Questionnaire 877 Checkout comments in January At our checkout, the customer is invited to share an assessment to their shopping experience on a scale of 0 to 10. Additionally, they can also write a comment.

20 Behavior The Way to build the PERSONAS analytics Number of sessions % traffic origin Number of registrations Entrance Exit Checkout abandonment rate Shopping cart abandonment rate Average duration

21 Behavior Customer Journey Map design

22 Customer Journey Map design CHECKOUT REFORMULATION Newsletter Checkout implementation 1. Measure Customer Feedback 2. Problem identification 6. Spread the word 3. Solution development Gaze Opacity 5. Implemention 4. Acceptance tests with customers Heat Map Gaze Plot

23 Customer Journey Map design COUPONS IN THE BEGGINING OF THE EXPERIENCE 1. Measure Customer Feedback 6. Spread the word 5. Implemention 2. Problem identification 4. Acceptance tests with customers 3. Solution development After Before

24 Where to act?

25 Information What does any customers Brings? Transactions S&R Studies Loyalty card More customers Sku s

26 The unique view of the customer?

27 Information How do we reach them? Click & GO SMS Entrega Zero APP Cartão APP Continente APP Tira Vez

28 We create solutions

29 APP Cartão Our app for Continente Loyalty card The problem The Continente customer in order to use their coupons and cash on the loyalty card they need to carry with them a physical loyalty card and paper coupons. The Approach To create an APP that substitutes the physical loyalty card and the paper coupons.

30 APP Cartão Our app for Continente Loyalty card The Results.. Every monts we have 150k customers using our Continente Loyalty Card APP and 30% of our customers cash balance and coupons in stores.

31 APP TIRA VEZ The problem The APP that puts an end to the tradicional queues for service desks by scanning the tickets of traditional physical ticket machines. How does it work? The Approach With this application, customers can now take tickets for special services and be attended in a Continente <store, without the traditional need to press the ticket machines. This tickets can be taken in the proximity of the participating stores. You may keep shopping while you are waiting to be answered : APP warns you when your turn is coming, sending you a notification. Upon arriving at the service desk, the customer shows the mobile ticket on the phone and is immediately answered.

32 APP TIRA VEZ

33 APP Continente The problem The App Continente was created to mimick physical experience of shopping in "brick & mortar" supermarkets to mobile. From digital shelves you drag and pile items in a supermarket cart just like in real world. With a 3-click check out, filters, shopping preferences record and, more important, access to the loyalty customer program Continente Card gives access to discounts, coupons, promotions and use of loyalty card balance to pay just like in a Continente Store but through an IoS or Android device: phone, tablet or smartwatch. The APP key points 1.An ui different from web 2.Less functionalities 3.Light integration with web

34 APP Continente The Results.. 13% of our online customers are acquired by the app 77 K downloads in 4months

35 Entrega Zero Delivery Pass The Approach We created a delivery pass - ENTREGAZERO With a cost of the customer doesn t pay deliveries for the next 4 months. Deliveries are unlimited, as long as they purchase are over 25. The problem The delivery fee is a major barrier to online shopping and has a direct impact in the customer behavior by reducing the purchase frequency. Therefor the online store was seen as solution to a monthly purchase and not convenience solution to everyday shopping.

36 Entrega Zero Delivery Pass The Results.. Increase in frequency. FREQ/ CUSTOMER/ MONTH (#) Pré Adesão Pós Adesão Decrease in AOV AOV ( ) Pré Adesão Pós Adesão Increase in monthly spent TOTAL SPENT / CUSTOMER / MONTH( ) Pré Adesão Pós Adesão

37 SMS 30 The problem Standard home deliveries for grocery have a 2 hour slot and for some customers it s too long. On the other hand, in 4% of our deliveries the client is absent implying operacional costs.

38 SMS 30 The Approach SMS 30 Service The customer receives a free text message informing the 30 minute period in which the order will be delivered. -1pp in absent clients The Results.. +99% orders delivered on time

39 Click & Go The Approach With the goal of giving more convenience to our customers the online store is increasing the number and type o collection points. To get closer to our clients we opened Click&Go Points (15 in our stores + 6 parthners such as GALP gas stations). We want to get our deliveries to the places that the customers attend during the day from the workplace to home and all the places nearby. The problem In order to provide our customers na extra option to get their grocery on their way back home, we create the click & go service (click&collect) allowing the customer to order online and then collect the order.

40 Click & Go The Results.. A service with a very high impact is attracting new customers, +40% of the users are new or recovered customers.

41 Our most recent vox pop It improved a lot since that increase the size of the photographs of the products, as suggested. It s really useful the text message you send us thank you! A really liked your contact center help. From your store I have nothing to complain about. All the problems that arise is because of me, but through your services all is solved with the best sympathy and patience. It is to them that I want to thank.

42 Key take-aways To KNOW the customer it s not an integrated process, it necessary to check different sources, instrument's and to integrate all of them. Drives us to initiatives, that have huge impacts on our relationship with the CUSTOMER, but its not about revolutions. Every change invalidates de DATA, we need to redo it again and again, in a interactive way. To know your customer brings results, its not platitude, IT WORKS!

43 Nuno Almeida Mobile: LinkedIn: Web Page: