Aprendiendo del eshopper

2. CONSUMER HEALTH
Learning from the
eShopper♥
The what’s, the how’s and the why’s
CONSUMER HEALTH

3. CONSUMER HEALTH
Agenda
Market & shopper context What’s going on out there?
Structure & integration From 3 units to 1 team
Hot Sale case Challenge, execution & results
Learnings & Conclusions Insights for today and the future
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4. CONSUMER HEALTH
3 Key Market trends
What’s happening in commerce?
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SCANR rules
64% of the clicks come
from top 3 search results
Frictionless journey
23 clicks on average to
buy a beauty product
SM gets transactional
9 out of 10 is influenced
by FB/IG to purchase

5. CONSUMER HEALTH
Shopper main trends
What’s happening in commerce?
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Mobile rules
71% of traffic & 50% of
purchase come from
mobile
Comfort or Promotion?
78% of sales in
Marketplace is trought
combos with 15% off
Special Events
Increase penetration
drive for sales. JULvs
ABR +24%
1,8%
4,3%
2%
2,1% 2,2%

6. CONSUMER HEALTH
Integration as key enabler
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MKT
Digital
IT
eCom
Trade Strategy & Budget
Commercial Negotiations
Value Proposition
IT Developments
Analytics Setup
MKT Strategy & Budget
Media & Creative support
Performance tracking & Optimization

7. CONSUMER HEALTH
J&J Hot Sale 2019 Success Case
Main Challenges
• Reduce friction across the consumer journey
and manage clients complexity
• Ensure shopper experience on e-retailers
• Boost conversion with new tech & innovative
strategies
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8. CONSUMER HEALTH
Expedited consumer
journey by eliminating
unnecessary steps.
Managed clients
complexity with a user-
friendly technology
Enhanced consumer journey
J&J Hot Sale Success Case
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Linkto
Fastcard
Re-targetted
usersthatdidn’t
convert
Keys for success:

9. CONSUMER HEALTH
Ensure shopper experience
J&J Hot Sale Success Case
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Keys for success:
Customer
Agreements
Ensure products
visibility
Content
Availability
TeamWork
(CheckPoints)
SUPPLY

10. CONSUMER HEALTH
Drive conversion with influencers
J&J Hot Sale Success Case
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Keys for success:
Coached influencers with
guidelines to align relevant
messages.
Ad-hoc landing on Farmacity
and brand launch exclusivity.
Independent and UTM-tagged
URLs for each influencer.
Active CM with real-time
answers to consumers.
+35 contents
generated
43% of total
sales inH1
injust 1week
5X sales
vs average
We run
out of stock!

11. CONSUMER HEALTH
Learning with results
Conversion rate driven
by new tech
implemented in
Hot Sale increased by
+300%
Lower discounts but
higher amount of skus
to get better UX
NTG Mix 9% to 34%
Reducing steps
actually works
Adding options
drives more sales
Traffic delivered form
influencers accounted
for 10% of total brand
online sales during
Hot Sale.
Secure forecasting and
product delivery on
time.
Fill Rate +90%
Influencers can
drive conversion
Collaborative work
brings results
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Food for thoughts
Profitable growth on ecommerce is still a huge challenge for CPG brands
Bad user experience damage not only theeRetailer but also the brand
Shopper is continuously demanding the best price &quality ratio plus convenience

12. CONSUMER HEALTH
@MartinZanlungo
@FerminIbarra
Thank you♥
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