22/06/ Internet 5 22 people Mobile PDA FMCG 3 35 people. 10 months 6 people Smart App s for consumers

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1 Internet 5 22 people Mobile PDA FMCG 3 35 people 10 months 6 people Smart App s for consumers 1

2 Smartphone market in Belgium Smartphone usage Where do people use mobile internet? 5,0 M 22M 2,2 2,7 M 46% # smartphones 20% 25% TODAY, there are > iphones waiting for a retailer App in Belgium Sources: IDC, November 2010 Sources: Observatoire de l internet mobile, France Retailers centric Shopping Assistant Features of existing Retailer s Apps Intermarché Product information/ selection Shopping process Loyalty Locator Advices & other Casino Leclerc Auchan Carrefour Product info (nutrition, price, evaluation, etc.) Code bar reader Voice recognition Photo recognition Seasonal products New Products Promos Shopping list M Commerce Loyalty card barcode Account status Cheques Store locator Shopping list ordered by product position Product locator (aisle, shelf, level) Car locator Recipes Wine selector Client support link Evening themes Diner organisation Extra price reimbursement Waitrose Albert Hein TOP 5 APPROACHES Tesco Sainsbury Asda Delhaize(*) Migros 1. Store Locator (9/11) 2. Shopping List (8/11) 3. Promo (7/11) 4. M commerce (6/11) 5. Product info (6/11) 1. Dedicated APP per functionality (5/11) 2. All in one APP (6/11) (*) launch in March 2011 Indicators of success for existing apps myshopi : the answer to several needs 1,000,000 requests in one year 300,000 downloads Turnover of 5% in 2010 (Estimated 10% in 2011) Turnover of 4,4% in 2010 (1 year after launch) 80 % of the consumers build a shopping list Consumers want to centralise their shopping lists Consumers visit an average of 2,6 retailers Brands are looking for new media 2

3 Global users s rating Launch : 8th March 11 TOP 4 : 17th March 11 Version 1.1 : What s in? Product catalog (+/ items) Create shopping list with : Contextual search engine Navigation through categories (photos) Create own items Create multiple lists (Carrefour, Colruyt, Delhaize, Makro, ) List s order based on categories Keep track of previous lists Share lists per e mail import Define shelve order Useful information (products in season) Statistics What s next? Store locator find a shop (geoloc) Integrate brand products (ean, name FR/NL, description, ) Bar code scanner through camera Product creation with own photos (custom) Sync lists with other users Access promotions & coupons (lbs) Recipes & related list Share your list (Facebook, e mail, ) Introduce all loyalty cards EAN To do list 3

4 Promo s & coupons Android Windows Phone 7.0 Interest of myshopi for FMCG manufacturers Enable a personalized approach Maximize time with the consumer while off site Engage customers and increase loyalty Attract & win new customers Leverage knowledge and improve return on media Have an ubiquitous & resilient brand presence Differentiate brand through valuable experiences Get consumer insights to improve branding, segmentations, innovations, etc. Enable a cross channel trade & marketing without jeopardizing retailers channels Source: Marie Meekers, Morgan Stanley Set up The myshopi concept To assist the consumer through the whole purchase lifecycle Brand 1 Brand 2 Brand 3 Promotions Before purchase During purchase After purchase Recipes Allergies Sync Services Products Web Server API Product Search and information (ex. categories, labels, recipes, etc.) To build the shopping list To find the right point of sales To check the availability of a product To find more info related to equivalent or alternative products Product Information in store (ex. specific diets, allergens, etc.) To collect promotions & coupons To propose other complementary products ( cross selling ; ex. wine) M Commerce To provide product related user advices (ex. userguide in video, recipes, tips&tricks) Easy acces to the client support Client satisfaction form Home stock evaluation Windows iphone Androïd BlackBerry Tablet Web App 4

5 Key messages The smartphone opportunity = NOW Consumers are looking for useful app s myshopi is potentially a powerful media Product database Required information (in NL/FR) EAN code Product Name Brand Picture(s) Categories / sub categories Description Referencing Other information (in NL/FR) Allergens Specific diets Recipes External data (labels, ) 5

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