Migros, a large Swiss retailer, has successfully used crowdsourcing to develop new products. Through its Migipedia platform, over 15,000 ideas for new products have been submitted by the community of over 30,000 registered users. Examples include new flavors for the Blévita cereal brand and mojito-flavored toothpaste. The crowdsourcing process involves brainstorming ideas, testing prototypes, and community voting to select the final products. Crowdsourcing allows Migros to gain outside perspectives, focus on what customers want, increase customer loyalty, and lower the flop rate for new products.

1. Crowdsourcing @ Migros
New products developed by the community
SMWF London - 19. March 2013
Markus Maurer, Social Media Consultant @ Customer & Web Intelligence

2. What do this products have in common?
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3. Migros – A swiss retailer
• cooperative
• 2,1 m members
• 1 m customers per day
• largest retailer in CH
• 86’300 employees
• ~600 branches
• 3 languages
• >50 affiliated
companies
• CHF 24,9 bn turnover
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4. Migros
BrandAsset™ Valuator Switzerland 2011
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5. Migros – A swiss retailer
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6. Migros has Social Media in the DNA
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7. Crowdsourcing @ Migros | Markus Maurer SMWF 2013 | Seite 7

8. Social Media @ Migros
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9. Migipedia
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10. Quelle: http://youtu.be/8Z4jt6nGVWo
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11. www.migipedia.ch
13‘000 products
15’000 ideas for
a better Migros
130‘000 product
feedbacks
30‘000
registered users
80 % are between
35 and 65 years old
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12. Migipedia
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13. 480 negative feedbacks
in 10 days
Automatic report to the
Product Manager
Decision: Back to the old
quality after 20 days
After 30 days we could inform
the community

14. Migros on Social Media
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15. Why Crowdsourcing?
„The best way to have a good idea
is to have a lot of ideas.“
Linus Paulin 1901 - 1994
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16. Wisdom of the crowd
«One day in the Fall of 1906, the
British scientist Francis Galton left
his Home in the Town of Plymouth
and headed for a country fair…»
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17. There are different ways
• Active Crowdsourcing for new products
• Passive Crowdsourcing
• Identification of soft factors
• Influence the range of products (voting)
• Simple poll (name for a new cheese)
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18. When you listen …
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19. Mixi Maxi
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20. Our customers would like …
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21. Our customers would like …
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22. Building a bridge!
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23. Our customers would like …
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24. Our customers would like …
+
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25. Case - Vanilla Coke
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26. Time goes by
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27. …
«Not possible ...»
«No potential ...»
«Coca Cola is not
able to deliver ...»
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28. Make your customer the hero!
+ =
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29. The result:
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30. Crowdsourcing – The Wisdom of crowds
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31. Crowdsourcing Process
• What‘s our goal?
• Workshop «Define the question» (incl. community members)
• Brainstorming with the community
• Boil down & extract the collected ideas
• Production
• Tasting with the community, Product Manager, Producer
• Poll in the community
Production
• Samplings for the involved community members
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32. How much time do we need for Crowdsourcing?
Define the Brainstorming Boil down Testing the Evaluation Planning and
question ideas prototypes of ideas production
Workshop 2h Online 2-4 W Workshop 4h Workshop 4h Online 1-2 W Workshop 2h
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33. Crowdsourcing Blévita
“Within 24 hours the community suggested 500
new flavours. Altogether 1100 were posted.”
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34. Tasting
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35. A new product is born
«4323 Customers have voted! „Blévita
Gruyere“ is the winner with 32% of the votes!»
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36. Crowdsourcing Examples
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37. Mojito Tooth Paste
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38. Key Benefits of Crowdsourcing
• Outside the box thinking
• Customer focused
• Customer loyality
• Lower flop-rate
• Cost saving
• PR-Stories
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39. Involvment of the customer
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40. Good to know
• Have a clear definiton of the question
• Have a clear goal – What do you want?
• Have a diverse community
• Involve the community whenever possible
• High mobilisation
• «Uniform will» by all people involved
• Make a sampling when you launch the product
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41. Many new products hit the
stores every week.
Crowdsourced products,
have a story to tell!
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42. “Do you wish people to think
well of you?
Don't speak well of yourself.”
Blaise Pascale
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44. Customers would
like to buy goods
they actually want!
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45. http://about.me/markusmaurer
Thank you! http://twitter.com/kusito
markus.maurer@mgb.com

46. Links:
Migipedia: http://www.migipedia.ch/
Crowdsourcing: http://en.wikipedia.org/wiki/Crowdsourcing
Francis Galton: http://en.wikipedia.org/wiki/Francis_Galton
The Wisdom of Crowds: http://en.wikipedia.org/wiki/The_Wisdom_of_Crowds
Crowdsourcing Article: http://www.atizo.com/docs/Crowd_innovation_fosters_new_business_opportunities.pdf
Crowdsourcing Platform: https://www.atizo.com
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