Illini Consulting Group

Transcription

1 Illini Consulting Group University Case Study Competition 2015 Las Vegas, Nevada By: Mike Azzaro, Leah Horton, Rachel Richardson, and Aaron Wall 1

2 Agenda: 1. Introduction to Wakefern 2. Defining the problem 3. Addressing the changing market 4. Providing a solution 5. Implementation 2

3 Wakefern Background: $14.7 Billion in Sales Last Year Largest retailer-owned cooperative in the U.S #1 Privately held company in New Jersey in 2014 NJBIZ 3

4 4

5 What is ShopRite currently offering? ShopRite from Home Pickup/Delivery Price Plus Club Card Facebook, Twitter, Instagram Smartphone App Online Circular Printed Circular 5

6 What is the future of retail circulars? 6

7 1.What is the future of the grocery industry? 2.What is our vision for Wakefern? 3.How do we plan on implementing this strategy? 7

8 What is the future of the grocery industry? Competition: Brick and Mortar Albertsons A&P Walmart Giant Food Stores Heritage s Dairy Stores Online Fresh Direct Netgrocer Peapod Market Basket Amazon Trader Joe s 8 Wegmans

9 What is the future of the grocery industry? Demographics: By 2020, millennial shoppers will overtake baby boomers Millennials are using more digital touch points 9

10 What is the future of the grocery industry? Shopping Patterns: On average consumers took fewer trips to the retailer, but spent more money Stores with loyalty programs had more transactions Digital coupons are 12% more active than free standing inserts 10

11 What is the future of the grocery industry? Shopping Patterns cont.: Change in Use of Coupons +5% Smartphones Magazines and Newspapers -6% Store Flyers -3% 11

12 Percent of people 100% 80% Selected as Preferred Method of Communication 86% 81% 71% 75% 60% 40% 20% 0% Under Age 12

13 Percent of People 30% 25% Selected Mobile App as Preferred Method of Communication 25% 20% 15% 10% 5% 15% 9% 5% 0% Age 13

14 What is the future of the grocery industry? Retail Marketing Spend Plans in the Next Five Years 54% of retailers say digital marketing is going to be critically important in the next 5 years 14 Source: Nielson Article

15 Our Vision for Wakefern: React to digital mindset Personalized Digital Circular Phase 1: Launching My Deals via and app Phase 2: Phase out printed circulars 15

16 My Deals Key Features: Advertises ten items Purchase history Complementary items Pulled from current weekly circular Only available digitally 16

17 In the What would it look like? Website link in 17

18 In the App: What would it look like? 18

19 Phase 2: Phasing Out Printed Circulars 19

20 Phase 2: Phasing Out Printed Circulars Where would you start? State City Pop. Average Age Median Household Income Pennsylvania Philadelphia 1,547, $35,386 Maryland Baltimore 621, $39,241 New Jersey Elizabeth 126, $39,937 New York Albany 97, $42,830 Delaware Wilmington 71, $38,468 20

21 Phase 2: Phasing Out Printed Circulars 2016 Five Cities 26 Stores Mailed Circulars Initial: Reduce 25% Annual Rate: Reduce 7-10% 21

22 Phase 2: Phasing Out Printed Circulars Additional Cities 29 Additional Stores Mailed Circulars Initial: Reduce 25% Annual Rate: Reduce 7-10% 22

23 Phase 2: Phasing Out Printed Circulars Additional Cities 62 Additional Stores Mailed Circulars Initial: Reduce 25% Annual Rate: Reduce 7-10% 23

24 Phase 2: Phasing Out Printed Circulars 2022 All Remaining Cities ~103 Remaining Stores Mailed Circulars Initial: Reduce 25% Annual Rate: Reduce 7-10% 24

25 Implementation Details: Timeline: Phase 1: Implement the My Deals Circulars Before the holiday season 2015 Phase 2: Phase out printed circulars Starting in June,

26 Implementation Details: Costs: Current App/ resources & capabilities Utilize Wakefern s current shopping data Improve accuracy of predictions Purchase data from external source Trade data with external source 26

27 $140,000,000 Projected Cumulative Savings Across 4 Waves (Calculated at Median Printing/Distribution Costs) Wave 1 Waves 1 & 2 Waves 1, 2, & 3 Waves 1, 2, 3, & 4 $120,000,000 $100,000,000 $95,165,941 $117,849,298 $80,000,000 $60,000,000 $40,000,000 $20,000,000 $21,491,160 $48,272,800 Range of Projected Savings: $ $ million $8,695,895 $

28 28 Thank You!

29 References Ray, Jamie. "Moving Circulars into the Digital Age." Direct Marketing News. Haymarket Media Inc, 21 Nov Web. 2 Feb "Newswire." Today's Empowered Shoppers and Opportunities to Reach Them. Nielsen, 24 Sept Web. 05 Feb Published Feb. 2014, NCH Annual Topline U.S. CPG Coupon Facts Report For Year-End 2013 [PowerPoint slides] Retrieved from: Razorfish Health. Google Circulars. N.p.: n.p., Print. The Why Behind the Buy. Publication. 9th ed. N.p.: Acosta, Print. Valassis. Valassis Shopper Marketing Report Tracks Insights on Consumer Behavior to Drive Engagement and ROI. Intelligent Media Delivery, Web. 4 Feb Valassis. Coupon Facts Report Reveals Evolving Media Mix and Marketing Strategies. Intelligent Media Delivery, Web. 4 Feb Published Nov. 2011, ecirculars; Get into the Fold, Interclick from Yahoo! [PowerPoint slides] 29

30 Potential concerns and our solutions How will Wakefern attract new customers without printed circulars? Social media, referral programs, incentive to download app Is Wakefern missing out/ignoring the needs of the older market? Phasing out process is drawn out, tries to include all generations 30

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32 Projected Weekly Cumulative Savings Across 4 Waves (Calculated at Median Printing/Distribution Costs) $2,500,000 Wave 1 Waves 1 & 2 Waves 1, 2, & 3 Waves 1, 2, 3, & 4 $2,000,000 $2,266,333 $1,830,114 $1,500,000 $1,000,000 $928,323 $500,000 $413,292 Range of Projected Savings: $1,326,634 - $3,206,032 $167,229 $