"Multichannel vs. Producer S01E01 – Basics" Online grocery sales is like Yeti – everybody heard about it, but no one saw it. Is online grocery separate channel or part of customer journey? So it’s marketing, sales or both. Producer and online grocery cooperation basics. Key problems and simple solutions. Next steps of PL online grocery market development.

1. MULTICHANNEL
VS.
PRODUCER
S01E01- BASICS
Tomasz Mazur
E-Retail Manager Danone

2. HOW DEEP WE CAN GO?
1
I HEARD THAT ECOMMERCE IS
CURRENTLY SEXIEST TREND?
BDW. IS IT FINALLY YEAR OF
MOBILE?
2
I HAVE ECOMMERCE IN MY ANNUAL
GOALS – WHICH AGENCIES
SUPPORT THIS?
3
ECOMMERCE IS COMPANY
PRIORITY FOR NEXT YEAR – TIME
TO GET TO WORK!
4
WE HAVE COHERENT BUSINESS
SOLUTIONS FOR ECOMMERCE.
COMPETITORS COPY FROM US.

3. LET’S TALK!
1. IS E-GROCERIE UNDERWIEGHTED?
2. COLD WAR HAS ENDED, SO WHY BUILDING SILOS THAN?
3. BASICS IN COOPERATION BEETWIEN MULTICHANNEL
CHAIN AND PRODUCERS.
4. QUO VADIS ECOMMERCE?

4. RETAIL SALES 2014
POLAND (mld pln)
Source: PMR
540
ONLINE FOODTOTAL RETAIL
(FOOD + NON FOOD)
27
ONLINE RETAIL
(FOOD + NON FOOD)
0,57
.

5. RETAIL SALES 2019
POLAND (mld pln)
Source: PMR
708
ONLINE FOODTOTAL RETAIL
(FOOD + NON FOOD)
55
ONLINE RETAIL
(FOOD + NON FOOD)
1,7
.

6. SO, WHY?
DO IT NOW
LEAVE COMPETITORS
BEHIND
BE FIRST
NO STANDARDS
=
IMPLEMENT YOURS
BE BETTER
LOWER COSTS OF
GETTING KNOW HOW
Icons by: Cris Dobbins, Juan Pablo Bravo, Thomas Ucbe from The Noun Project

7. BTW. ROPO GROCERY
32% OF ALL GROCERIE PURCHASES ARE DRIVEN BY ONLINE
Source: WWW.THECUSTOMERBAROMETER.COM

8. BTW. ROPO GROCERY
ONLINE INFLUANCE WILL CONVERT MAINLY IN OFFLINE CHANNEL
Source: WWW.THECUSTOMERBAROMETER.COM

9. BTW. ROPO GROCERY
BRAND COMMUNICATAION CAN BE MORE EFFECTIVE AT RETAILERS TOUCHPOINTS
Source: WWW.THECUSTOMERBAROMETER.COM

10. We, You, They.

11. ECOMMERCE IN SILO WORLD…

12. … OR COHERNT BUSINESS ELEMENT?

13. ECOMMERCE AT PRODUCER
1
2
3
4
5
NO-ONE IS
REPONSIBLE
ADDITIONAL
TASK FOR KAM
DEDICATED
HEADCOUNT
DEDICATED
TEAM
ECOMMERCE IN
EVERY PART OF
BUSINESS
LEVELS OF ECOMMERCE
IMPLEMENTATION

14. Online Shops Offline retail
Building ROI on digital marketing due to
linking with purchase opportunity.
Development of coperation with
Brick&Click clients.
Ecommerce environment
Social Media
Display
SEO
SEM
WWW
Blogs
Portals
Vortals
Price
comparisons
Content
satellites

15. `

16. SO… WHERE WE

17. PRODUCT CONTENT LISTINGS OUT OF STOCK
ACTIVATIONS DATA CATEGORY GROWTH
S01E01 - BASICS

18. PRODUCT CONTENT PRODUCER IS ALWAYS RESPONSOBLIE FOR EFFECTIVE PRODUCT CONTENT DISTRIBUTION
PUT EAN CODES IN PACKSHOT FILES NAME
YOU NEED INTERNAL PROCESS AND ONE MAN FOR FEEDING BRANDBANK AND OTHER CONTENT DATABASES
Offline Online

19. PRODUCT CONTENT
DON’T

20. PRODUCT CONTENT DO

21. LISTINGS LET KNOW ECOMMERCE TEAM ABOUT LISTING NEW PRODUCT
TO LIST PRODUCT ONLINE PROVIDE ALL NEEDED DATA AND CONTENT IN REQUESTED FORM
WITHOUT PRODUCT CONTENT THERE IS NO LISTING ONLINE
OnlineOffline

22. OUT OF STOCK PROVIDE TOOLS AND SET ECOMMERCE GOALS FOR FIELD TEAM
SET LIFO FOR PURE PLAYERS AND SHADOW WAREHOUSES
MEASURE OOS WITH AVALIBLE TOOLS AND PROIVDE REASULTS TO FIELD TEAM AND KAM
OnlineOffline

23. ACTIVATIONS ALWAYS ASK FOR SALES & WEB DATA AFTER ACTIVATIONS
USE ECOMMERCE AND ONLINE CHANNEL FOR EXTENSIVE MKT. COMMUNICATION
Offline Online

24. KNOW HOW MAKE LOT OF TEST AND EVALUATE IT WITH AS MUTCH DATA AS YOU CAN GET
WITHIN BOTH CHAIN AND PRODUCER PARTNESHIP DEVELOP COMMON SHOPPER KNOWLADGE
DATA SURVEYS

25. PURCHASE BARIERS BARIERS FOR CHANNEL, CATEGORY, BRAND, SKU

26. CATEGORY DEVELOPMENT
CATEGORY CAN BE DEVELOPED BY EDUCATION, NOT ONLY WITH ICONIASATION
CONTENT RECEPIE PURCHASE

27. CATEGORY DEVELOPMENT
CATEGORY CAN BE DEVELOPED BY TOOLS WITH ADED VALUE AS WELL

28. TIPS & TRICKS
• EAN CODES IN PACKSHOTS FILE NAMES
• BRANDBANK FEEDING PROCESS
• DEDICATED PERSON IN MAREKTING DEP.
PRODUCT
CONTENT
• LET KNOW ECOMMERCE TEAM ABOUT NEW
PRODUCT
• PROVIDE ALL NEEDED DATA AND CONTENT IN
REQUESTED FORM
• PROVIDE TOOLS AND SET ECOMMERCE
GOALS FOR FIELD TEAM
LISTINGS & OOS
• ALWAYS ASK FOR SALES & WEB DATA AFTER
ACTIVATIONS
• USE ECOMMERCE AND ONLINE SPACE FOR
EXTENSIVE MKT. COMMUNICATION
ACTIVATIONS
• USE ECOMMERCE TO MAKE CATEGORY AND
BARIERS TESTS
• CAT. MAN. LISTING RECO FOR ECOMMERCE
BARRIERS & CAT. DEV.

29. NEW IDEA,
TREND ON THE
MARKET
FIRST CASE BUT
FROM OTHER
COMPANY
FIRST SURVEYS
MADE BY
AGENCY
OK, LET’S MAKE
TEST
ROLL OUT ONLY
IF IT WORKS
SUCCESS OR
LEARNING
CHANGES IN CORP.
INNVATIOVE COMPANIES MAKE TEST INSTEAD OF WAITING WHEN THEY SEE NEW TREND
HIGLY INNOVATIVE COMPANIES EVEN IF THEY FAIL WITH TEST TRY HARDER AND DON’T GIVE UP
1 2 3 4 5 6

30. QUO VADIS ECOMMERCE… ?

31. QUESTIONS?
Tomasz Mazur
Kierownik Ecommerce | E-retail Manager
Dział Sprzedaży | Sales Department
e-mail: Tomasz.MAZUR@danone.com