5. We provide dairy that
nourishes body and soul
throughout life
We are in FMCG business and
drives a house of brands
Milk, yoghurt, powder and cooking 50% Butter & spreads 20%Cheese 30%
6. 21 June 20196
Whos speaking
BRAND MANAGEMENT ECOM MANAGEMENT DIGITAL MANAGEMENT
7. 21 June 20197
“How to do Marketing” challenged by Digital
From ”Mass” to ”Single” marketing efforts with direct translation to purchase
BRAND
MARKETING
PERFORMANCE
MARKETING
• To individual consumer
• Digital media
• All-ways on / adjusting
• Sales
• Attribution
• “Vanity” metrics
• Look for intent
• Engage
• Convert to purchase
• Create a “relationship”
• To all consumers
• Mass media ATL/BTL
• Campaign Bursts
• Build awareness
• Reach
• Frequency
• Create preference
• Millward Brown
• Econometrics
How we work What we do How we measure
We need both Brand & Performance Marketing, but we are
as always in Marketing, challenged on the Marketing ROI understanding
8. It was another time …
21 June 20198
Go wide and pray they remember us
MARKETING SALES
17. Stay relevant within food
inspiration by
differentiating with tech
Activate our communities
Get products on the
shopping list
18. 21 June 201918
Bounce
Rate %
Engagemen
t
Time on Site, Pageviews &
Content interaction
Added to
cart/list
Conversion
Rate %
Recurring
customers
Users only seeing one pageHigher than average engagement enables
Higher conversions
Share of users who have
Added to basket
Share of user sending
To retailer
Share of users coming back
To shop again
19. 21 June 201919
0,00%
0,10%
0,20%
0,30%
0,40%
0,50%
0,60%
12/6/2018 12/20/2018 1/3/2019 1/17/2019 1/31/2019 2/14/2019 2/28/2019 3/14/2019 3/28/2019 4/11/2019 4/25/2019 5/9/2019 5/23/2019 6/6/2019
Click&Cook Conversion rate
Honeymoon
Real life - Collecting data
Improve life – implement findings
Conversion peaks
09-14 & 01-04
20. 21 June 201920
It’s a new world
A service
That drives new content usage
How it is … How it also is
now
21. A service that
Appeals to a new audience
Age
18-24 25-34 35-44
45-54 55-64 65+
Gender
Men Women
22. A service that
Appeals to a new audience
Age
18-24 25-34 35-44
45-54 55-64 65+
Gender
Men Women
26. • 60.000 monthly users
• 111.000 active devices
with the App installed
• 107.000 devices with Push
messages enabled (96%)
• All built within the “Arla
Global Recipe Enabler”
framework driven by DK
Karolines Køkken® and Cheasy® App
21 June 201926
Enable Click&Cook in APP framework
27. • Average conversion rate:
2,2%
• Add 1-7 recipes directly to
basket
• Mealplan made by
Karolines Køkken®
• All recipes can be changed
“Make your own mealplan”
21 June 201927
28. 21 June 201928
How much can
be matched
Arla controlled
Retailer USP
Retail controlled
Colors and logo
Retail controlled
Combined
matches and
price
Arla controlled
Retailer basket feed
Add to basket
Retailer basket API
Arla controlled
29. This is the first step in Branded Commerce
•More vendors
•More touchpoints
•Ability to sell single products
•Data usage – simple presentation layers
•More activation and partnership development
21 June 201929