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The Near Future of Added Value Services

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The marketing landscape has changed. It’s a simple fact that classic advertising based on one-way messages has become less effective. Consumers are exposed to too many messages, have too many options and are increasingly looking to brands to deliver real value and not just promised benefits.

Digital transformation has created a scalable opportunity for brands to create and deliver real consumer value and utility.

While many lifestyle brands have jumped on this concept early on e.g. Nike, Consumer Packaged Goods have largely been using digital for communication only.

Brands are integrated platforms that appeal to consumers through the combination of core product and communication but also need to add a service and an experience layer to the full brand offer.

The greater opportunity for Consumer Packaged Goods is to not only ask “what can we do in digital” but also “what can we do with digital” in order to get closer to consumers and help them out.

Explore our new The Near Future Report where we dive into consumer context & need, identify brands that get it right and provide implications for brands and business.

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The Near Future of Added Value Services

  1. 1. UNDERSTAND TODAY. SHAPE TOMORROW. 1 LET YOUR SERVICE BE YOUR MESSAGE LHBS // THE NEAR FUTURE OF ADDED VALUE SERVICES IN CPG The Near Future of Added Value Services in CPG’s Q2 2016
  2. 2. ABOUT. At LHBS, we are curious about the brand opportunities that lie at the crossroads of emerging consumer needs, enabling technology and market dynamics. What we learn, we like to share. That’s why we’ve created the Near Futures Series of inspiration and insights reports designed to highlight what is happening today and how it can shape tomorrow for brands and business. This report is about The Near Future of Added Value Services in Consumer Packaged Goods. We hope you enjoy this deck and that it inspires your innovation process. This report is powered by the LHBS Inspiration-Hub which systematically tracks changes in culture, markets and technology. Our signs collectively point to a bigger story. INTRODUCTION UNDERSTAND TODAY. SHAPE TOMORROW. 2 Discover Define Develop Deliver UNDERSTAND TODAY. SHAPE TOMORROW. LHBS // THE NEAR FUTURE OF ADDED VALUE SERVICES IN CPG
  3. 3. UNDERSTAND TODAY. SHAPE TOMORROW. INTRO
 DUCTION. Digital transformation has created an opportunity for brands to create and deliver real consumer value and utility at scale. While many lifestyle brands adopted this concept early on (e.g. Nike), consumer packaged goods have largely been using digital for communication purposes only. Traditionally, brands are integrated platforms that appeal to consumers through the combination of core products and communication. Increasingly, companies are adding services and experiences to their full-brand offerings. Today, brands offering consumer packaged goods must not only ask “what can we do in digital” but also “what can we do with digital” in order connect with customers. Fabiola Lewandowska Consultant at LHBS lhbs.com | fl@lhbs.com INTRODUCTION 3 The marketing landscape has changed. One-way advertising has become less effective. Consumers are exposed to too many messages, have too many options and are increasingly looking to brands to deliver real value and not just promised benefits. LHBS // THE NEAR FUTURE OF ADDED VALUE SERVICES IN CPG
  4. 4. UNDERSTAND TODAY. SHAPE TOMORROW. Brands that 
 Get It Right CPG Brands that Get It Right Consumer Context and Need CONTENT 4 CONTENT LHBS // THE NEAR FUTURE OF ADDED VALUE SERVICES IN CPG
  5. 5. CONSUMER CONTEXT & NEED UNDERSTAND TODAY. SHAPE TOMORROW. 5 CONSUMER CONTEXT & NEEDLHBS // THE NEAR FUTURE OF ADDED VALUE SERVICES IN CPG
  6. 6. UNDERSTAND TODAY. SHAPE TOMORROW. 6Source: McKinsey HYPER COMPETITION Globalization and emerging forms of retail, such as e- commerce, present an ever-growing competitive landscape for Consumer Packaged Goods. The challenge for Consumer Packaged Goods is to differentiate themselves from the rising number of competitors. Advertising is no longer enough. Implication: Hyper competition stresses the need to think beyond traditional advertisement to offer added-value services to make a real difference and stand out. CONSUMER CONTEXT & NEEDLHBS // THE NEAR FUTURE OF ADDED VALUE SERVICES IN CPG
  7. 7. 40 % 60 % UNDERSTAND TODAY. SHAPE TOMORROW.*Source: 7 Digital Services as extensions of the core product can become the new advertising for Consumer Packed Goods. “Living services are the third wave of digital” Source: YouGov UNDERSTAND TODAY. SHAPE TOMORROW. CONSUMER CONTEXT & NEEDLHBS // THE NEAR FUTURE OF ADDED VALUE SERVICES IN CPG
  8. 8. UNDERSTAND TODAY. SHAPE TOMORROW. Percentage of consumers who say it’s important for brands to make their lives easier 8UNDERSTAND TODAY. SHAPE TOMORROW.Source: razorfish 14 % 86 % 86% 21 % 79 % 79% 19 % 81 % 81% 12 % 88 % 88% CONSUMER CONTEXT & NEEDLHBS // THE NEAR FUTURE OF ADDED VALUE SERVICES IN CPG
  9. 9. UNDERSTAND TODAY. SHAPE TOMORROW. Percentage of consumers who say they value brands that are useful over brands that are interesting 9UNDERSTAND TODAY. SHAPE TOMORROW.Source: razorfish CONSUMER CONTEXT & NEEDLHBS // THE NEAR FUTURE OF ADDED VALUE SERVICES IN CPG 14 % 86 % 86%
  10. 10. UNDERSTAND TODAY. SHAPE TOMORROW. 10 “From transport to retail, 
 from healthcare to utilities, 
 every business must now be a digital business.” Accenture, 2015 CONSUMER CONTEXT & NEED Source: Accenture LHBS // THE NEAR FUTURE OF ADDED VALUE SERVICES IN CPG
  11. 11. IMPLICATION #1 DIFFERENTIATE FROM OTHERS THROUGH REAL VALUE CREATION UNDERSTAND TODAY. SHAPE TOMORROW. 11 LHBS // THE NEAR FUTURE OF ADDED VALUE SERVICES IN CPG CONSUMER CONTEXT & NEED
  12. 12. IMPLICATION #2 ESTABLISH A DIRECT CONNECTION & RELATIONSHIP WITH YOUR CONSUMER THROUGH DIGITAL CHANNELS UNDERSTAND TODAY. SHAPE TOMORROW. 12 LHBS // THE NEAR FUTURE OF ADDED VALUE SERVICES IN CPG CONSUMER CONTEXT & NEED
  13. 13. IMPLICATION #3 UNDERSTAND INDIVIDUAL NEEDS AND RESPOND TO THEM QUICKLY UNDERSTAND TODAY. SHAPE TOMORROW. 13 LHBS // THE NEAR FUTURE OF ADDED VALUE SERVICES IN CPG CONSUMER CONTEXT & NEED
  14. 14. IMPLICATION #4 THINK BEYOND YOUR PRODUCT & OFFER AN EXPERIENCE WITH RELEVANT INFORMATION & SERVICES UNDERSTAND TODAY. SHAPE TOMORROW. 14 LHBS // THE NEAR FUTURE OF ADDED VALUE SERVICES IN CPG CONSUMER CONTEXT & NEED
  15. 15. BRANDS THAT GET IT RIGHT BRANDS THAT GET IT RIGHT UNDERSTAND TODAY. SHAPE TOMORROW. 15 LHBS // THE NEAR FUTURE OF ADDED VALUE SERVICES IN CPG
  16. 16. UNDERSTAND TODAY. SHAPE TOMORROW. Looking at the state of added value services across industries, lifestyle brands such as Nike and digital disrupters such as Netflix have set the tone for added value services that work with real time data and new technologies. Several brands have created digital platforms around their core product and developed services that turn brands into ever- growing ecosystems. BRANDS THAT GET IT RIGHT 16 BRANDS THAT GET IT RIGHT Though marketers are realising the importance of thinking beyond traditional advertisement, only a few brands have embraced the potential of offering meaningful services to build strong brand and customer loyalty. LHBS // THE NEAR FUTURE OF ADDED VALUE SERVICES IN CPG
  17. 17. UNDERSTAND TODAY. SHAPE TOMORROW. 17Source: Nike Digital Service Ecosystem Nike+ is a digital platform that lets customers track their activity and coaches them along their sportive journey throughout the day. Currently Nike+ offers three major services - Nike+ Fuel, a daily activity tracker that works with a wearable smart sensor that is connected to an app; Nike+ Running App, which tracks your runs and progress; Nike+ Training Club, a digital personal trainer that helps you get fit anytime, anywhere. Explore Sign Learning Nike essentially created an ecosystem which has advantages for both the customer and the brand. The company understood that by owning data and offering added-value services, it could gain valuable insights while also creating a strong and continuous relationship with their target audience. BRANDS THAT GET IT RIGHTLHBS // THE NEAR FUTURE OF ADDED VALUE SERVICES IN CPG
  18. 18. UNDERSTAND TODAY. SHAPE TOMORROW. 18Source: Socks That Pause Netflix Netflix Socks will pause the show when they detect the viewer has dozed off. Netflix created a do-it-yourself project. In order to make your own socks, Netflix encourages you to knit them and put together electronics by yourself. The sleep detection system is based on a method called actigraphy: once it detects the viewer has stopped moving, it triggers a signal to the TV which will pause Netflix. Since the accelerometer is very sensitive to little movements, it will not mix up sitting still with actual falling asleep. Explore Sign Learning Added value services do not always have to be complex. Often a great starting point can be solving a daily problem. BRANDS THAT GET IT RIGHTLHBS // THE NEAR FUTURE OF ADDED VALUE SERVICES IN CPG
  19. 19. UNDERSTAND TODAY. SHAPE TOMORROW. ASOS Personal Style Guide ASOS teams up with Google and launches Helpout - a real time chat that connects customers with professional stylists. People can show their wardrobe and get advice from stylists on how to combine their clothes and what pieces could improve their outfits. Learning The personalized service allows customer to minimize the pain of choosing the right outfit and the process of shopping for clothes. Ray Ban “Bright Light App” The iconic sunglasses company has released an app that helps people find a sunny spot in their city. It even recommends the sunniest route to the destination, as well as cafes and other businesses where Ray Ban- wearing sun-seekers can enjoy their day. Customized & Evolving Playlist The playlists are tailored specifically to users based on their music taste from the previous week and are intended to make users feel like their best friends made them a personalized mixtape. As a user's taste evolves, Discover Weekly will keep up. Learning Personalized services are especially useful when they solve problems or provide value at the exact time and location they are needed. Learning The personal playlist is a great example for how a brand can “observe” its customers and provide them continuous content by curating and discovering new music based on their tastes. 19 Explore Sign Explore SignExplore Sign BRANDS THAT GET IT RIGHTLHBS // THE NEAR FUTURE OF ADDED VALUE SERVICES IN CPG
  20. 20. CPG BRANDS THAT GET IT RIGHT CPG BRANDS WHICH GET IT RIGHT UNDERSTAND TODAY. SHAPE TOMORROW. 20 LHBS // THE NEAR FUTURE OF ADDED VALUE SERVICES IN CPG
  21. 21. UNDERSTAND TODAY. SHAPE TOMORROW. Historically, CPG brands have only focused on their product and how to differentiate themselves from their competitors. Many CPG brands are still establishing a basic online presence and experience. Some market leaders such as L’Oréal and Oral-B, have started to think beyond their product and have invested early in new technologies which provide real value to the consumer as well as reveal important insights for the company. CPG BRANDS THAT GET IT RIGHT 21 CPG brands have slowly started to think beyond their product and use real-time data to offer relevant services to customers. There are now some players that offer customers added-value services that are specifically targeted to their individual needs. LHBS // THE NEAR FUTURE OF ADDED VALUE SERVICES IN CPG CPG BRANDS THAT GET IT RIGHT
  22. 22. UNDERSTAND TODAY. SHAPE TOMORROW. 22Source: L’Oréal - “Makeup Genius” The “magic mirror” lets users see what they look like wearing different L’Oréal products without actually applying them. The Makeup Genius app projects selected products such as eyeliner, lipgloss, and blush on users’ faces with the help of facial recognition. It accurately portrays what you would look like in different cosmetics from different angles and with different facial expressions, in real time. Looks can be shopped after, saved to the phone or shared on Facebook. Explore Sign Learning The app is currently one of the most innovative beauty apps, revolutionising the way make-up can be experienced and tried before purchase. CPG BRANDS THAT GET IT RIGHTLHBS // THE NEAR FUTURE OF ADDED VALUE SERVICES IN CPG
  23. 23. UNDERSTAND TODAY. SHAPE TOMORROW. 23 Oral-B’s Smart Toothbrush The world's first interactive toothbrush connects to a user's smartphone to record brushing habits and deliver insights into dental care. The toothbrush syncs with a smartphone via an app that gives real-time analytics about the user's brushing habits as well as relevant mouth-care tips and news headlines. Future developments include detection sensors that work with the app to identify problems like dental disease. Explore Sign Learning The connected toothbrush epitomizes the introduction of Internet of Things and smart technology into objects around the home to provide highly personal information to its users. CPG BRANDS THAT GET IT RIGHTLHBS // THE NEAR FUTURE OF ADDED VALUE SERVICES IN CPG
  24. 24. UNDERSTAND TODAY. SHAPE TOMORROW. 24 Charmin Finds You a Clean Toilet Charmin's “SitORSquat” App locates the least- dirty public restrooms in your area The toilet paper brand Charmin wants to assist people who need to rapidly find a toilet on the go. The app is built upon the technology of location- based services and incorporates a real-time map showing all public toilets in town. Users can rate, share experiences and give feedback with others, creating a crowd-sourced public bathroom map. Explore Sign Learning Charmin created a personalized service that is not only useful but also manages to involve the crowd in a community-based concept. CPG BRANDS THAT GET IT RIGHTLHBS // THE NEAR FUTURE OF ADDED VALUE SERVICES IN CPG
  25. 25. UNDERSTAND TODAY. SHAPE TOMORROW. Hellmann’s WhatsApp Chef Coach Mayonnaise brand Hellmann’s created WhatsCook, a live recipe service that lets users chat via WhatsApp with real chefs or an expert cooking team and learn how to prepare meals in real time. Learning With WhatsCook, Hellmann’s created a highly personal service that operates through tools audiences use in their daily lives. Smirnoff helps to Explore the Night The vodka brand promotes its new guarana-infused vodka drink with a digital service that helps its users to get the most out of each night out by providing free Uber rides and crowd-sourced cool places. L’Oréal’s Smart Skin Patch “My UV Patch” is the first ever stretchable skin sensor. The very thin plaster contains photosensitive blue dye, which changes its color when being exposed to ultraviolet light. Users can take a picture with the corresponding app to learn more about their current skin condition and whether to apply more sunscreen. Learning Smirnoff provided its customers with a personalized service “experience’.” Through the partnership with Uber and well thought through little steps, the app became a fun and essential tool for a party person. Learning With the development of the smart patch L'Oréal expands its core expertise of a beauty brand and enters a new territory - skin health & preventive skin care. 25 Explore Sign Explore SignExplore Sign CPG BRANDS THAT GET IT RIGHTLHBS // THE NEAR FUTURE OF ADDED VALUE SERVICES IN CPG
  26. 26. IMPLICATION #1 KNOW YOUR CUSTOMER & ANTICIPATE THEIR NEEDS UNDERSTAND TODAY. SHAPE TOMORROW. 26 LHBS // THE NEAR FUTURE OF ADDED VALUE SERVICES IN CPG CONSUMER CONTEXT & NEED
  27. 27. IMPLICATION #2 AIM FOR NOTHING LESS THAN TRANSFORMATIONAL SERVICES UNDERSTAND TODAY. SHAPE TOMORROW. 27 LHBS // THE NEAR FUTURE OF ADDED VALUE SERVICES IN CPG CONSUMER CONTEXT & NEED
  28. 28. IMPLICATION #3 DELIVER A REAL ADDED- VALUE UNDERSTAND TODAY. SHAPE TOMORROW. 28 LHBS // THE NEAR FUTURE OF ADDED VALUE SERVICES IN CPG CONSUMER CONTEXT & NEED
  29. 29. IMPLICATION #4 CREATE MANY TOUCH POINTS & ONGOING LOYALTY UNDERSTAND TODAY. SHAPE TOMORROW. 29 LHBS // THE NEAR FUTURE OF ADDED VALUE SERVICES IN CPG CONSUMER CONTEXT & NEED
  30. 30. IMPLICATION #5 BECOME PART OF DAILY LIFE UNDERSTAND TODAY. SHAPE TOMORROW. 30 LHBS // THE NEAR FUTURE OF ADDED VALUE SERVICES IN CPG CONSUMER CONTEXT & NEED
  31. 31. IMPLICATION #6 BE CREATIVE & THINK FURTHER. 
 CONSIDER SMART DEVICES UNDERSTAND TODAY. SHAPE TOMORROW. 31 LHBS // THE NEAR FUTURE OF ADDED VALUE SERVICES IN CPG CONSUMER CONTEXT & NEED
  32. 32. LHBS Put the Title of the Report here HUB. UNDERSTAND TODAY. SHAPE TOMORROW. 32 https://inspiration-hub.com/ INSPIRATION-HUB INSPIRATION -HUB Our Inspiration-Hub systematically tracks changes in culture, markets and technology and how these changes collectively point to a bigger story that carries implications for Business Development, Brand Building and Customer Experience. LHBS // THE NEAR FUTURE OF ADDED VALUE SERVICES IN CPG
  33. 33. UNDERSTAND TODAY. SHAPE TOMORROW. Discover ABOUT LHBS. Define Develop Deliver We are an unconventional strategy firm that helps clients to better understand today and successfully shape tomorrow. LHBS has extensive experience & expertise in business development, brand building and customer experience. The firm works across all major industries for clients from the FT Global 500, German Mittelstand and fast growing startups. http://www.lhbs.com ABOUT UNDERSTAND TODAY. SHAPE TOMORROW. 33 LHBS // THE NEAR FUTURE OF ADDED VALUE SERVICES IN CPG
  34. 34. Die in dieser Präsentation dokumentierten Gedanken und Vorschläge sind geistiges Eigentum der 
 LHBS Consulting Berlin GmbH und unterliegen den geltenden Urhebergesetzen. Die unauthorisierte Nutzung, 
 die ganze oder teilweise Vervielfältigung sowie jede Weitergabe an Dritte ist nicht gestattet. LHBS Consulting Berlin GmbH Köpenicker Straße 154  10997 Berlin Germany   UNDERSTAND TODAY. SHAPE TOMORROW. IMPRINT www.lhbs.com THANK YOU 34 LHBS // THE NEAR FUTURE OF ADDED VALUE SERVICES IN CPG

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