《NielsenIQ:2023个性化加速-比利时电商市场视角(英文版)(29页).pdf》由会员分享,可在线阅读,更多相关《NielsenIQ:2023个性化加速-比利时电商市场视角(英文版)(29页).pdf(29页珍藏版)》请在三个皮匠报告上搜索。
1、 2023 Nielsen Consumer LLC.All Rights Reserved.2023 Nielsen Consumer LLC.All Rights Reserved.May 2023The Acceleration of Personalization 2023 Nielsen Consumer LLC.All Rights Reserved.2023 Nielsen Consumer LLC.All Rights Reserved.2AgendaE-com in BelgiumPersonalization(in-store&online)Enhanced content
2、 importanceBeyond the pack 2023 Nielsen Consumer LLC.All Rights Reserved.3Source:Foxintelligence panel in Belgium;Merchants included in the analysis:Amazon,Bol,Colruyt,Delhaize,AH,Zooplus;FMCG categories:Food and Beverages,Health&Personal Care,Home Care,Baby,PetsQuarterly online market shares in val
3、ue since 2021,FMCG categories(food and non-food)Belgian situation in FMCG online 2023 Nielsen Consumer LLC.All Rights Reserved.4Source:Foxintelligence panel in Belgium;Merchants included in the analysis:Amazon,Bol,Colruyt,Delhaize,AH,Zooplus;FMCG non-foodcategories:Health&Personal Care,Home Care,Bab
4、y,PetsQuarterly online market shares in value since 2021,FMCG non-food categories onlyOn FMCG non-food categories online however,pure players are dominating!2023 Nielsen Consumer LLC.All Rights Reserved.2023 Nielsen Consumer LLC.All Rights Reserved.5The rise of omni shoppingSource:NIQ Barometer,an u
5、nique in-depth insights of more than 11,000 consumers across 12 developed countries designed to understand the role of consumers in todays digital landscape.Compared prices online between competitor stores before deciding where to shopResearched products or brands online before deciding what to buyP
6、urchased groceries online over the last 6 months45%23%16%59%20%15%61%26%22%35%24%19%With the rise of omni shopping,a well-executed cross-channel strategy is decisive as shoppers are more demanding,connected,and convenience-oriented.ONLINEIN STOREVIA APP 2023 Nielsen Consumer LLC.All Rights Reserved.
7、6Launch ofNewcomers20092023Launch of2000Home delivery launch2022Subscription20222013The pandemic has tremendously pushed shoppers to try and use more e-commerce possibilitiesE-commerce in Belgium:A long evolutionLaunched and then closed:-2018Launch of 2023 Nielsen Consumer LLC.All Right
8、s Reserved.7From small unique stores to personalized online contentHow it startedNext-generation tools and approachesLink between the shopper and the productLink between the salespersonand the clientLink between the shopper and the brandBack to the link between the shopper and the productE-commerce
9、future is developing personalization and create more and more contact and answer to the shopperVERY POOR PERSONALIZATIONALMOST NO PERSONALIZATIONHIGH LEVEL OF PERSONALIZATIONWE TEND TO A VERY HIGH PERSONALIZATIONHIGH LEVEL OF PERSONALIZATION1961The Now0 2023 Nielsen Consumer LLC.All Right
10、s Reserved.8In-store shopping enables direct communication with shoppersIn-store personalization:A multitude of choicesTastingTastingWobblerPackagingDisplayPromotionDisplayPackaging 2023 Nielsen Consumer LLC.All Rights Reserved.9INSPIRE ME:NewRecommended For YouRecipesOcado Own RangeM&S at OcadoIn S
11、easonGourmet Food MarketConscious ChoicesVegan ShopBrands We LoveOnlinepersonalization 2023 Nielsen Consumer LLC.All Rights Reserved.10OnlinepersonalizationRECOMMENDATIONS:First based on others commentsThen based on your own choices 2023 Nielsen Consumer LLC.All Rights Reserved.11The importance of u
12、nique online shopping experiencesPersonalization is differentiation,and differentiation is personalization.Thats true for brands,retailers,and.shoppers!They all need and benefit from unique content.2023 Nielsen Consumer LLC.All Rights Reserved.12Ensure the basics are coveredOn the Label No Added Sug
13、ar Lactose Free Greek Style Contains Probiotics Low Fat Kosher Dairy Gluten FreeStandardize attributionComplete imagesCore contentData is published to customers 2023 Nielsen Consumer LLC.All Rights Reserved.13Shoppers are 25%more likely to purchase when enhanced content is presentDid you know.2023 N
14、ielsen Consumer LLC.All Rights Reserved.Rich media elementsBrand Logo BannersInfographic ImageryTV Commercial Video AdsShortened MP4 VideosInformational Text BoxesProduct Tours and Hot-Spot InformationLifestyle Imagery Comparison Tables For Multiple Products 2023 Nielsen Consumer LLC.All Rights Rese
15、rved.1592%of shoppers say visuals are the most influential factor affecting purchase decisions.Did you know.2023 Nielsen Consumer LLC.All Rights Reserved.16Mobile optimizedimage 2023 Nielsen Consumer LLC.All Rights Reserved.17Research shows a5 10%uplift to add to cartper product with enhanced conten
16、t.Did you know.2023 Nielsen Consumer LLC.All Rights Reserved.2023 Nielsen Consumer LLC.All Rights Reserved.18ExamplesMedia enrichment 2023 Nielsen Consumer LLC.All Rights Reserved.2023 Nielsen Consumer LLC.All Rights Reserved.19FROM THISConnect+Nutricia 2023 Nielsen Consumer LLC.All Rights Reserved.
17、2023 Nielsen Consumer LLC.All Rights Reserved.20Connect+Nutricia*Available in June at CarrefourTO THIS 2023 Nielsen Consumer LLC.All Rights Reserved.2023 Nielsen Consumer LLC.All Rights Reserved.21The more information you can provide for your shoppers,the better.Summary 2023 Nielsen Consumer LLC.All
18、 Rights Reserved.22Source:NielsenIQ 2023 Sustainability Report-How easy do you find it to shop for grocery products in a sustainable way?2017 How easy or difficult is it to findenvironmentally friendly products in the stores where you usually buy your grocery/household products?Companies arent makin
19、g it any easier for consumers to shop sustainably26%(vs 18%in 2017)of consumers find it difficult tofind sustainable options on shelf 2023 Nielsen Consumer LLC.All Rights Reserved.2023 Nielsen Consumer LLC.All Rights Reserved.The disconnect between shoppers,brands and retailers is increasing with gr
20、eater demands for product information23of brands fail to claim at least one of the top three most searched attributes84%of shoppers are likely to switch to a brand that provides more product information than what appears on the physical label75%2023 Nielsen Consumer LLC.All Rights Reserved.USDA Orga
21、nicNon GMOVeganGluten-FreeKosherRawCold Pressed|Small Batch|FermentedContains Added Sugar|Artificial Sweetener FreeGluten Free Ingredients|Artificial Color Free ON-PACK ATTRIBUTIONStandardizing attributes on the label across a set of products by analyzing claims,warnings,&logosDERIVED ATTRIBUTIONUnc
22、overing attributes not physically stated on the label through nutritional&ingredient analysisHand-crafted in small batchesusing only the freshest organic and raw ingredients,flavored withcold-pressed juice from organic produce,fermented100%in glass,and packaged in uv-protective amber bottles,its sim
23、ply the best tasting&highest qualitykombucha you can buy.INGREDIENTS:FILTERED WATER,KOMBUCHA CULTURE(YEAST&BACTERIA CULTURES),ORGANIC BLACK TEA,ORGANIC GREEN TEA,ORGANIC CANE JUICE(SUGAR),COLD-PRESSED ORGANIC PINK LADY APPLE JUICE.Low CalorieFat FreeTrans Fat FreeVery Low SodiumAtkins FriendlyDiabet
24、es Friendly 2023 Nielsen Consumer LLC.All Rights Reserved.2023 Nielsen Consumer LLC.All Rights Reserved.25Enhance Product DiscoverabilityDerived Attributes Unlock Hidden ProductsMost Complete Attribute Metadata SolutionOrganicSustainableNaturalVeganNo Added SugarCruelty FreeKetogenicDigestive Health
25、Fair TradeImmune SupportMade in the USAHigh ProteinPeanut FreeFat FreeGrass FedSuite of 25,000+Attributes99%Shopper Search CoverageARTIFICIAL FREETITLE12ON PACKAGE6,847DERIVED149,7102,186%More Products w/Derived AttributesGLUTEN FREETITLEON PACKAGE71757,089DERIVED172,313301%More Products w/Derived A
26、ttributes 2023 Nielsen Consumer LLC.All Rights Reserved.2023 Nielsen Consumer LLC.All Rights Reserved.26Jumbo NL live exampleSustainabilityRecyclable packagingProduct nameThese inputs create the ability to derive NEW attributesAllergensNo eggNo fishNo milkNo wheatHealth scoreLifestyleKosherVeganHala
27、lVegetarianNutritionLow sugarHigh fibreFat freeNo artificial flavourIngredientsProduct claim 2023 Nielsen Consumer LLC.All Rights Reserved.27Sustainability is one of the many things considered when shopping Most important things when choosing a brand1.42.42.42.92.95.65.810.111.211.213.013.118.1 Fore
28、ign/os products Unique&differentLuxury/indulgenceNiche,specific needsSocial impactLocal country originPrivate LabelSuperior,high qualityEnvironment friendly/sustainableTrusted/familiar brandHealthier optionsSafety&Hygiene guarantees Affordable/lower pricesMost importantLeast importantChange of behav
29、ior49%Take own/use reusable bags36%25%Buy products that are locally sourcedTry to buy products with easy to recycle packaging 2023 Nielsen Consumer LLC.All Rights Reserved.2023 Nielsen Consumer LLC.All Rights Reserved.28Shopper satisfactionClosing statementOnline allows retailers to answer fully to
30、the shopper with more content,more image,more insights,more explanation,more more.moreBrands have lots of material for helping retailers to answer in the best way to the shoppersShoppers are uniqueand want to be treated as uniqueNIQ Brandbank is helping Brands and Retailers with a complete solution
31、from A to Z RetailersManufacturers+2023 Nielsen Consumer LLC.All Rights Reserved.2023 Nielsen Consumer LLC.All Rights Reserved.29Check NIQ Brandbank webpageHow can we help you?NIQ Brandbank provides retailers and brands withrobust B2B2C and rich content to support shoppersomnichannel experience and is uniquely positionedto redefine what best in class digital product contentis and deliver it at scale.Ask more information through this form