Marcel Heijboer & Evelien Knippers

1. Marcel Heijboer
Manager Digital Marketing &
E-commerce
Evelien Knippers
Account Strategist
Implementatie van e-commerce binnen een
offline georiënteerd brand merk
Linkedin.com/in/

2. • Atkins ontwikkelt, produceert en verkoopt een producten assortiment passend in een Low Carb
of Laag Koolhydraten dieet zoals het Atkins dieet.
• Atkins is een wereldwijde top 3 speler in de “Weight Wellness Category”.
• Atkins Nutritionals Inc. is gevestigd in Denver, Colorado
• Atkins International B.V. is gevestigd in Zwolle
Atkins company facts

3. 1972 Dr. Robert C. Atkins publishes Dr. Atkins’ Diet Revolution
1984 Dr. Atkins founds Atkins Centre of Complementary Medicine
1997 First Atkins Low Carb Advantage bar sold.
1998 Company renamed to Atkins Nutritionals Inc.
2004 Atkins Diet on peak of popularity. Company reaches +800m $ in sales
2005 Uncontrolled growths leads to downsizing and business restructuring
2007 New Owner NCP rebuilds company.
2010 NCP sells company to Roark Capital, a leading investor in FMCG companies
2017 7 July, the merger transaction between NCP-ATK Holdings, Inc. (Atkins
Nutritionals, Inc.’s parent company) and Conyers Park Acquisition Corp. was
executed, to form the newly created Simply Good Food(“Simply Good
Foods”), that is now listed on the NASDAQ stock exchange under the symbol
SMPL.

4. These presentations contain statements that are not historical facts but that may constitute “forward-
looking statements” within the meaning of the Private Securities Litigation Reform Act of
1995. Forward-looking statements can generally be identified by the use of forward-looking words
such as “expect”, “intend”, “plan”, “estimate”, “target”, “anticipate”, “believe”, “continue”, ”progress”,
“growth”, or other similar words. These forward-looking statements include statements regarding
future plans for the Company, the estimated or anticipated future results and benefits of the
Company’s future plans and operations, future opportunities for the Company, and other statements
that are not historical facts. These statements are based on the current expectations of the
Company’s management as of the date hereof and are not predictions of actual performance.
Forward-looking statements involve risks and uncertainties that could cause actual results to differ
materially from those described in the statements based on a number of factors, including but not
limited to the following: changes in the business environment including general financial, economic,
regulatory and political conditions affecting the industry in which the Company operates; changes in
consumer preferences and affinities for our products and related purchasing habits; changes in
consumer eating trends and interest in cleaner product labels and ingredients; the availability of or
competition for other brands; opportunities to expand the Company’s business; and other risk factors
described from time to time in the Company’s Form 10-K, Form 10-Q, and Form 8-K reports filed with
the U.S. Securities and Exchange Commission from time to time. We undertake no duty to update or
revise the information contained herein, publicly or otherwise.
Forward Looking Statements

5. Waarom een eigen webwinkel?

6. Overwegingen
1. Impact op de eigen
organisatie
TIP: Vind de juiste partners
2. Reacties vanuit retail en
webwinkels
De (unieke) positionering en rol van
de eigen web winkel in de Customer
Journey.

7. Van dieet naar
lifestyle…
Transitie van Atkins 3.0 naar Atkins 4.0
- Gebruiker centraal stellen
- Mobile first design
- Branded website met content vanuit
gebruikersbehoefte
- Rol van het product uitleggen
- (NOG) GEEN ECOMMERCE…

8. 2015 - 2017: Product awareness with low carb knowers
Strategie

9. STRATEGIE
2015
2018
Be there Be relevant PurchaseEngage

10. Campagnes om consumenten de rol
van Atkins producten uit te leggen

11. En vervolgens om mensen de
winkel in te krijgen

12. Of om via de Atkins website bij een
externe retailer een aankoop te doen

13. Potential target group
but not looking for low
carb “solutions” or
product as yet
Keen to learn more about
low carb (products) but
not actively looking
Active looking for
low carb (product)
information
Website visit /
Product
purchase
See
Think
Do
Care
Online advertising
YouTube
Social media
Real Time Bidding
Search advertising
Social media
Organic Search
Display Select Keywords
Database
Search Advertising
Retargeting
Referrals
Social Media
Emailmarketing
Social media (Custom)
Like and
participate in
community
Oud: van zichtbaarheid tot aankoop?

14. Gevolg: géén inzicht in ROI, géén data voor
product remarketing & herhaalaankopen

15. Strategie
2018-2020: Push product sales with product and diet seekers

16. Potential target group
but not looking for low
carb “solutions” or
product as yet
Keen to learn more about
low carb (products) but
not actively looking
Active looking for
low carb (product)
information
Website visit
See
Think
Do
Care
Online advertising
YouTube
Social media
Real Time Bidding
Search advertising
Social media
Organic Search
Display Select Keywords
Database
Search Advertising
Retargeting
Referrals
Social Media
Emailmarketing
Social media (Custom)
Like and
participate in
community
Nieuw: van zichtbaarheid tot aankoop!
Purchase

17. Potential target group
but not looking for low
carb “solutions” or
product as yet
Keen to learn more about
low carb (products) but
not actively looking
Active looking for
low carb (product)
information
Website visit /
Product
purchase
See
Think
Do
Care
Online advertising
YouTube
Social media
Real Time Bidding
Search advertising
Social media
Organic Search
Display Select Keywords
Database
Search Advertising
Retargeting
Referrals
Social Media
Emailmarketing
Social media (Custom)
Like and
participate in
community
Nieuw: van zichtbaarheid tot aankoop!

18. HOW WILL THE NEW JOURNEY LOOK LIKE?

28. WAT HEEFT DE OUDE STRATEGIE ONS GEBRACHT?

29. WAT HEEFT DE OUDE STRATEGIE ONS GEBRACHT?
RELEVANTE DATA

30.  Consumenten kennen je merk en zijn vanuit een
bepaalde behoefte bij Atkins terecht gekomen
 Via gepersonaliseerde campagnes zien ze altijd
relevante content
 Lid worden van de community is gratis, dus ze
hebben voor niets al veel waardevolle content
ontvangen zoals maaltijdplannen, tips en recepten
 Het conversieratio van deze doelgroep ligt
gemiddeld 4X hoger dan consumenten die niet
geregistreerd zijn.
De waarde van een
kwalitatieve database

31. E-commerceContent

32. Technische keuzes: uitbreiding van je
branding website

33. Dit willen we dus niet..

34. Dit willen we dus niet..

35. Dit willen we wel..

36. Dit willen we wel..

37. Dit willen we wel..

38. Technische keuzes: uitbreiding van je
branding website

39. We zijn live…

40. Geen concurrent op prijs, maar wel af
en toe een vette campagne!

41. Hebben we zaken onderschat?

42. Diepte | Optimalisatie
Breedte | New business development
En wat nu?

43. Marcel Heijboer
Manager Digital Marketing &
E-commerce
Evelien Knippers
Account Strategist
Stand 208
Implementatie van e-commerce binnen een offline
georiënteerd merk
Linkedin.com/in/ /

44. Marcel Heijboer
Manager Digital Marketing &
E-commerce
Evelien Knippers
Account Strategist
Stand 208
W 2019; Can we predict the value of a customer
over the course of his or her interactions with our
business?
Linkedin.com/in/ /