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Mark Curtis- Chief Client Officer & co-Founder of Fjord
Mark Curtis- Chief Client Officer & co-Founder of Fjord
Brenda Koornneef- Business Executive: Group Marketing & Corporate Strategy Tiger Brands
Brenda Koornneef- Business Executive: Group Marketing & Corporate Strategy Tiger Brands
Christophe Beck- Ecolab Executive Vice President and President of Nalco Water
Christophe Beck- Ecolab Executive Vice President and President of Nalco Water
Jose Carlos Gonzalez-Hurtado- President of International Markets IRi
Jose Carlos Gonzalez-Hurtado- President of International Markets IRi
Steve Matthesen- Global President, Retailer Services at Nielsen
Steve Matthesen- Global President, Retailer Services at Nielsen

Special Sessions keynote presentations by Accenture, ECOLAB, IRI and Nielsen

RETAILER NEWS

Fastmoving - Jun 29th 2016, 14:41

There was a host of special sessions at the Consumer Goods Forum Summit which covered issues from surviving the third era of digital and the ‘Internet of Things’ to ‘End-to-End Value Chain’ and navigating the new retail agenda. Key speakers included Mark Curtis, Chief Client Officer and co-Founder, Fjord, who described the trends and key success elements for brands willing to succeed in the digital space, and Steve Matthesen, Global President of Retail Vertical, Nielsen, who elaborated on consumers’ perspectives to explain the “why behind the buy." 

Accenture-Who are they?

Accenture shapes the future for global companies, combining deep business insight with the understanding of how technology will impact industry and business models. Accenture sees quality as a key enabler for sustained success across consumer goods, and they assure product/service consistency to limit waste, drive customer loyalty and protect the brand.

Utilising their assets, tools, and experience, they help their clients improve quality performance, and thereby business performance, across the entire operating model.

Speakers:
Mark Curtis- Chief Client Officer & co-Founder of Fjord

As the founder and Chief Client Officer at Fjord, now a part of Accenture Interactive, Mark is instrumental in making Fjord one of the world’s leading design and innovation consultancies. He oversees the sales, marketing, and strategy teams to redefine and expand Fjord’s offering to fit client needs, while also pioneering design innovation in new markets. Mark is the author of the book “Distraction-Being Human in the Digital Age”, which focuses on the effects and direction of digital media society.

Teo Correia-Senior Managing Director Accenture Consumer Goods & Services

Teo Correia is the global managing director of Accenture’s Consumer Goods& Services industry group. Appointed to this role in June 2015, Teo is responsible for global business planning, industry development, investments, and market strategy. Prior to this role, Teo served as managing director for Accenture’s Products operating group in Europe, Africa, Middle East and Latin America (EALA). He was also the global account lead for Unilever, where he spent most of his consulting career. Since joining Accenture in 1988, Teo has been a key figure in Accenture’s Latin America practice, serving as the Products lead for Brazil and subsequently as the Products Client Service Group Lead for Latin America. Many of Teo’s projects have been focused on the sales & marketing and supply chain areas.

Presentation:The Invisibility Paradox for Brands: How to Thrive In the Third Era of Digital

In this presentation, Accenture highlighted the key success factors for a winning digital brand.

DIGITAL AND THE VISUAL PARADOX
There is no escaping the fact that we are in the era of Living Services and Living Services are the result of two forces. These forces are:

-The digitisation of everything
-Customer’s liquid expectations (they transcend traditional boundaries)

What are Living Services?
Living Services are tailored to live around the individual and are flexible to meet each person’s needs and preferences. They evolve as they constantly learn more about our needs; intents, preferences, and change in real time, and are very proximate to us in the environment. (wearables, nearables and hearables ).

How will Living Services change our lives?
Living Services will simplify our lives by automating decisions and actions and reducing friction. They will also disrupt our lives by enabling radical change from reactive to proactive, population-based to personal, and from utility to beloved service.

Why now?
The ever-increasing demand for Living Services is due to Growth of connected devices, sensors, network connectivity, the cloud, Big Data, the Evolution of UI and Consumer expectations.

THE VISIBLE IS BECOMING INVISIBLE AND THE INVISIBLE IS BECOMING VISIBLE
Many things that were previously visible such as payments are becoming invisible and things that were invisible are becoming visible as data like predicting your health, facial recognition, audio, and learning systems is now a visible revelatory experience for users.

Many people believe that the next ten years of digital will bring more change than the first twenty. This is because new technology is increasingly being experienced through services that are constantly changing, and in the environment around us.

This presents a radically new landscape for brands to navigate and forces them to face a choice:
Do you own a platform or participate in others? What is this going to mean in practice? If not everyone can own a platform, how do you ensure visibility? Will there be experience brands, convenience brands and an awkward halfway house somewhere in between?

Ecolab- Who Are They?

Ecolab is the global leader in water, hygiene and energy technology, and services. Their innovative products and services touch virtually every aspect of daily life and are used in manufacturing plants, food retail, restaurants, hotels, hospitals, schools, refineries, and other locations throughout the world. Ecolab’s innovations help many of the world’s most recognisable brands ensure operational efficacy, product integrity, and brand reputation by turning data into actionable insights that improve performance, enhance sustainability, and deliver business value.


Speaker:
Christophe Beck- Ecolab Executive Vice President and President of Nalco Water

Christophe Beck leads Ecolabs $2.8 billion Global Water and Process Services business, which operates as Nalco Water, an Ecolab company, the global leader in industrial water treatment. Nalco Water provides water and process technologies and services that help companies across a broad spectrum of industries operate more efficiently, increase productivity and minimise water use. In 2015, Ecolab helped conserve more than 538 billion litres of water at customer locations throughout the world.
In 2006, Beck was nominated as a Young Global Leader of the World Economic Forum for his accomplishments and commitment to shaping a better world. Beck holds a degree in Engineering from the Swiss Federal Institute of Technology.

Presentation:The Internet of Things: Hype Vs. Reality: How to Turn Data into Actionable Insights That Deliver Value

This presentation focused on how to turn data into actionable insights through data capturing controllers; privacy & security; and efficiencies on processes.

Key facts: 70% of potential IoT is in B2B applications; 35% of manufacturers use smart sensors; 10-20% of IoT value is in Utility Savings and Labor Efficiency




IRi- Who Are They?

IRi is a leading provider of big data, predictive analytics and forward-looking insights that help CPG, OTC health care, retailers and media companies to grow. With the largest repository of purchase, media, social, causal and loyalty data, all integrated on an on-demand cloud-based technology platform, IRi guides over 5,000 clients globally in their quests to remain relentlessly relevant, capture market share, connect with consumers and deliver growth.

Speakers:
Jose Carlos Gonzalez-Hurtado- President of International Markets IRi

Jose Carlos Gonzalez Hurtado is responsible for the strategy and execution of all Iri services in international markets, including Europe, South Africa and Asia Pacific. Before joining Iri, he was Group Chief Commercial Officer and a member of the Executive board at Carrefour Group, the second-largest retailer globally. In this role, he was responsible for the marketing, e-commerce, commercial and supply chain functions and led Carrefour’s private label programme. He also has manufacturer-side expertise with more than two decades of his career spent at Procter & Gamble in various roles, including Vice President and Officer leading some of the major global, regional and local businesses.

Brenda Koornneef- Business Executive: Group Marketing & Corporate Strategy Tiger Brands

Brenda Koorneef joined Tiger Brands 13 years ago as Category Director for the Main Meal category, then became Managing Executive for the Tastic Rice Corporation. Eight years ago, she was appointed as Business Executive, responsible for Group Marketing and Corporate Strategy. She is a member of the Tiger Brands in Kenya and Chococam in Cameroon. Brenda started her career at Unilever where she had local and international roles, progressing to Marketing Director, Unilever Detergents South Africa. She then moved on to be the General Manager for SABC2(formerly TV One) before being appointed Managing Director of Games Africa and Moribu Limited-the listed lottery organization. From there Brenda joined Tiger Brands.

Presentation:Shrink to Grow: How to Use Analytics and Technology to Optimise your Line-Up

In this presentation, Tiger Brands and Iri provided retailer and manufacturer strategies that drive growth.

HOT TOPIC ON YOUR AGENDA- CHOICE IS A KEY DRIVER TO WIN CLIENTS
Choice is a key driver to win clients, but current overabundance of product offering and the multichannel revolution forces retailers to rethink assortment and manufacturers to face new challenges.

THE BURNING QUESTIONS
How do we drive growth in a mature segment?
What is the optimum assortment for each of our brands within the different retailers?
Can we launch new products without one brand cannibalizing the other?
Which product attributes (flavour, size, format etc.) do our products need and which do shoppers want?

How to win

-Focus on what matters
-Spot incremental and transferrable sales
-Look at the category as a dynamic production mix
-Use the incrementality from attributes’ attractiveness
-Focus on the drivers of the purchasers decision (importance and attractiveness) by assortment optimization

In our increasingly complex world, companies need simplicity and scalability to turn oceans of data into action and growth and the traditional market reading model is not adapted to the Big Data era.
Why is this? This is because the market is changing everday, data is now disparate and no two countries are the same.

WHAT DO YOU NEED TO GROW AND HOW DO WE TURN DATA INTO ACTION?
– Break SKU’s into attributes by moving from rigid hierarchies to a multi-dimensional analysis of all consumer-product data.
– Have a 360-degree view of consumers/shoppers and yourself.
– Observe and understand reality (analytics) and make sense of it.
– Make it easy. Make it fast. The future is now.

Nielsen- Who Are They?

Nielsen is a global performance management company that provides a comprehensive understanding of what consumers Watch and Buy. Nielsen’s Watch segment provides media and advertising clients with total audience measurement services across all devices where content- video, audio, and text- is consumed. The Buy segment offers consumer packaged goods manufacturers and retailers the industry’s only global view of retail performance measurement. By integrating information from its Watch and Buy segments and other data sources, Nielsen provides its clients with both world-class measurements as well as analytics that help improve performance. Nielsen, an S&P 500 company, has operations in over 100 countries that cover more than 90% of the world’s population.

Speaker
Steve Matthesen- Global President, Retailer Services at Nielsen

Steve Matthesen currently serves as Global President of Retailer Services for Nielsen, where he is responsible for the overall strategy and execution of the company’s retail business across the 106 markets in which Nielsen operates.
Prior to this role, Steve served as President, Latin America for Nielsen, where he successfully managed the Company’ s Watch and Buy businesses across Mexico, the Caribbean, Central, and South American markets. Steve joined Nielsen in 2009 as Executive Vice President, where he spent four years leading manufacturer relationships focused on client service and delivering enhanced analytics. Under Steve’s leadership, Nielsen’s manufacturer segment grew to a more than $1B USD business with annual double-digit growth. Steve holds an MBA from the Wharton School at the University of Pennsylvania, an M.S in Computer Engineering from the University of Southern California and a B.S. in Electrical Engineering and Computer Science from Duke University.

Presentation:Navigating the New Retail Agenda

This presentation highlighted newly published research from Nielsen uncovering consumers’ perspectives to explain the “why behind the buy” for both retailers and brands to create the strategies needed for success.

Our markets are facing many pressures and retail is becoming more complicated with the emergence of digital that greatly increases the complexity of running retail and consumer retention.
DANGEROUS RETAIL MYTHS

Myth 1
Emerging markets have run their course and are no longer the source for growth.
The reality

Globally growth is slowing, but emerging markets will still provide the fastest growth opportunity as their market drivers are younger, more urban and they are growing and becoming wealthier.

Opportunity:Win in emerging markets with a consistent, long-term perspective of
• Growing population plus rising household incomes
• Both wealth and poverty: premium products as well as basic
• Spending power is already there / progress won’t be steady
• Local competitors are stronger than ever / need to compete like a local

Myth 2
Bigger=Better
The reality
The retail landscape is changing from conventional wisdom to reality and growth is being driven by small formats, as Traditional trade remains key in emerging markets as it fits consumer’s lives.

Opportunity: Create convenience
• Think local
• FOR MANUFACTURERS: To win, you need good execution across many different channels/store types
• FOR RETAILERS: Align format and assortment to the shopping mission for that store

Myth 3
Promotions are the best way to drive sales.
The reality
Price is not most important, as consumers will always pay more if the benefits outweigh the price.

Opportunity: Build your brands by making innovation a priority and making sure promotions are focused on being effective.

Myth 4
The grocery space does not need to worry about e-commerce because people won’t buy food online.
The reality
As digital is changing the way consumers shop and FMCG online sales grow at 20% yearly, the foregoing of physical stores and the rapid growth of connected commerce is inevitable.

Opportunity: Online has different cost drivers and different value for the shoppers
• Stores will not disappear but shopper expectations will change
• Reimagine how categories are bought and sold
• Competition will come from new and unexpected directions
• Match shopper missions with online/offline offerings
• Embrace mobile as the primary way to interact 

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