Sustainable food retail growth depends on increasing same store sales. Digital influence can help, but this requires a new approach to customer communications – one that provides a lot more than price and promotions and that delivers experiences that make shoppers want to engage and come back to the store again and again. Learn six action steps retailers can use to tap the power of digital influence to increase same store sales. This presentation was originally delivered at the Portland State University Executive Forum in May 2014.

1. Helping businesses leverage digital technology's growing impact on
food shopping to create growth and competitive advantage.
How to Leverage
Digital Influence to
Grow Same Store Sales
By Bill Bishop, Chief Architect, Brick Meets Click
May 13, 2014

2. MAY 2014 2
How to Leverage Digital Influence to Grow Same Store Sales
Sustainable growth depends on increasing
same store sales
Two ways to do this -
1. Take business from the competition
2. Shift the mix of business towards higher
value items
Takeaway:
Digital influence can help, but his means
looking differently at the situation
©2014 BRICK MEETS CLICK

3. MAY 2014 3
How to Leverage Digital Influence to Grow Same Store Sales
More
Information
Greater
Choice
Increased
Market Power
The challenge
Customers’ new freedom makes it harder to
grow sales
Takeaway:
Time for a new “go to market” strategy
©2014 BRICK MEETS CLICK

4. MAY 2014 4
Changing information delivery
Takeaway:
You need to communicate differently
Broadcast
i.e. Weekly
Circulars
Narrowcast
i.e. Personalized
Email
How to Leverage Digital Influence to Grow Same Store Sales
©2014 BRICK MEETS CLICK

5. MAY 2014 5
Printed circulars are still important
Takeaway:
The printed circular isn’t going away, but
there’s an opportunity for digital delivery too
©2014 BRICK MEETS CLICK
How to Leverage Digital Influence to Grow Same Store Sales

6. Evidence of the power of the shopping
experience
Digital influence can and often does make a
difference
MAY 2014 6
©2014 BRICK MEETS CLICK
How to Leverage Digital Influence to Grow Same Store Sales

7. MAY 2014 7
Back to the future
Digital influence can help retailers deliver a
better shopping experience
From pushing out
communications
Takeaway:
The focus is on getting customers to want to engage
How to Leverage Digital Influence to Grow Same Store Sales
©2014 BRICK MEETS CLICK
To building
relationships

8. MAY 2014 8
How to Leverage Digital Influence to Grow Same Store Sales
Customer satisfaction increases with digital
influence
Takeaway:
Digital influence has a positive impact on
the shopping experience ©2014 BRICK MEETS CLICK

9. MAY 2014 9
How to Leverage Digital Influence to Grow Same Store Sales
Retailers with more digital influence have
more primary shoppers
Takeaway:
The more digital influence, the better!
©2014 BRICK MEETS CLICK

10. MAY 2014 10
How to Leverage Digital Influence to Grow Same Store Sales
Six Action Steps
1. How are your customers using digital?
2. Identify key sources of digital influence.
3. Decide how much digital influence you can
afford to support.
4. Take advantage of test & learn capabilities.
5. Get ready for online grocery shopping.
6. Join the conversation.
©2014 BRICK MEETS CLICK

11. MAY 2014 11
ACTION STEP: #12 3 4 5 6
Get to know how your customers are using
digital to shop
Takeaway:
It may be different than you think
How to Leverage Digital Influence to Grow Same Store Sales
©2014 BRICK MEETS CLICK

12. MAY 2014 12
©2014 BRICK MEETS CLICK
How to Leverage Digital Influence to Grow Same Store Sales
What are they currently using?
Takeaway:
It may be different than you think

13. MAY 2014 13
©2014 BRICK MEETS CLICK
How to Leverage Digital Influence to Grow Same Store Sales
Your customers also get emails from your
competition

14. MAY 2014 14
©2014 BRICK MEETS CLICK
ACTION STEP: # 23 4 5 6
Identify what sources of digital influence
you think will make it easier for customers
to shop your stores
How to Leverage Digital Influence to Grow Same Store Sales

15. MAY 2014 15
©2014 BRICK MEETS CLICK
For planning their shopping
How to Leverage Digital Influence to Grow Same Store Sales

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©2014 BRICK MEETS CLICK
ACTION STEP: # 34 5 6
Decide how much digital influence you
can afford to support
How to Leverage Digital Influence to Grow Same Store Sales

17. Just having a mobile app doesn’t help unless
you have somebody running it
Know you can not do it all
MAY 2014 17
How to Leverage Digital Influence to Grow Same Store Sales
©2014 BRICK MEETS CLICK

18. MAY 2014 18
How to Leverage Digital Influence to Grow Same Store Sales
ACTION STEP: # 45 6
Take advantage of test & learn capabilities
For example: one online
grocery retailer’s

19. MAY 2014 19
©2014 BRICK MEETS CLICK
How to Leverage Digital Influence to Grow Same Store Sales
Digital influence
can build
competitive
advantage
Takeaway:
Job one is to close the gap

20. MAY 2014 20
ACTION STEP: # 56
Get ready for online grocery shopping
How to Leverage Digital Influence to Grow Same Store Sales
©2014 BRICK MEETS CLICK
0% 5% 10% 15% 20%
Aggressive
Most likely
Conservative
11%
17%
Percentage of total grocery dollars
7%
Market Level Forecast for Growth of Online Sales in 2023

21. MAY 2014 21
©2014 BRICK MEETS CLICK
How to Leverage Digital Influence to Grow Same Store Sales

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How to Leverage Digital Influence to Grow Same Store Sales

23. MAY 2014 23
©2014 BRICK MEETS CLICK
How to Leverage Digital Influence to Grow Same Store Sales

24. ACTION STEP: # 6
Join the conversation –
It’s happening whether you’re there or not
MAY 2014 24
How to Leverage Digital Influence to Grow Same Store Sales
©2014 BRICK MEETS CLICK

25. MAY 2014 25
Facebook
©2014 BRICK MEETS CLICK
How to Leverage Digital Influence to Grow Same Store Sales

26. MAY 2014 26
Facebook
©2014 BRICK MEETS CLICK
How to Leverage Digital Influence to Grow Same Store Sales

27. MAY 2014 27
Call to action
Tomorrow is too late to begin leveraging digital
influence
©2014 BRICK MEETS CLICK
How to Leverage Digital Influence to Grow Same Store Sales

28. MAY 2014 28
At Brick Meets Click, we help clients blaze a clear path to growth
through the changing landscape in which food shoppers expect
seamless multiple points of engagement – both digital and physical.
We also host a commercial-free forum on the future of shopping at our
website.
Visit us at brickmeetsclick.com
Follow via: Twitter, LinkedIn, Google+ and/or Facebook
©2014 BRICK MEETS CLICK