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What Separates the Winners from the
Losers in the Grocery World


Brian Jones              Gary Edwards
Vice President Grocery   Chief Customer Officer
Empathica                Empathica


June 6, 2012
The Needs of Grocers Today


Customer loyalty should be the
focus for grocery stores:

• Customer acquisition does not
  represent the greatest opportunity

• Increase share of wallet among
  existing customers does




                           © 2012 All Rights Reserved - Confidential   2
Average Customer Loyalty of Grocery
Store

                                                                 70%




            30%




      Avg. Grocer Loyalty              Share of grocery dollars
                                          spent elsewhere


                     © 2012 All Rights Reserved - Confidential         3
The Impact of Customer Loyalty

                                                         $66,000,000,000
                                                                @ 100% Loyalty



   $20,000,000,000
@ 30% Customer Loyalty




                    © 2012 All Rights Reserved - Confidential
Customer Service Could Improve

44% of customers feel customer service
could improve




                © 2012 All Rights Reserved - Confidential   5
Are You Meeting Customer Expectations?




               © 2012 All Rights Reserved - Confidential   6
Are You Meeting Customer Expectations?




               © 2012 All Rights Reserved - Confidential   7
Who We Are




             © 2012 All Rights Reserved - Confidential   8
What Do Consumers Think?
            • What are the mix of store
              experiences most important
              and help retain best
              customers?

            • Which banners are at risk of
              their best customers attriting?

            • What can grocers learn about
              the customer experience from
              other grocers best customers?

              © 2012 All Rights Reserved - Confidential   9
Focus on Best Customers

The insights focussed on only those who spend at least
50% of their dollars in a particular grocer


  Typical Grocer Distribution of Customers and Dollars


            10%                                                     50%

            50%                                                     80%



        Customers                                                  Dollars
                       © 2012 All Rights Reserved - Confidential             10
The Framework for Customer Experience
in Grocery

       Store Operations                                          Merchandising


                          Rank the
                        importance of
                         and whether
                        your preferred
                          grocer is                                      Promotions
Store Technology          delivering




                                People

                     © 2012 All Rights Reserved - Confidential                        11
The Scoring

Identify what is:
• Most Important (score 2)
• Somewhat Important (score 1)
• Not Important (score 0)

Is this true at your primary grocery
store?
• Always (score 2)
• Sometimes (score 1)
• Never (score 0)


                        © 2012 All Rights Reserved - Confidential   12
Results

      There is no one experience that fits all

      People have different preferences

      It is the mix of factors that matters

      Grocers must understand their best customers,
      and develop experiences that drive and ensure
      their loyalty



                    © 2012 All Rights Reserved - Confidential   13
A Shoppers Perspective

                  Importance
1.6
1.4
1.2
  1
0.8
0.6
0.4
0.2
  0




              © 2012 All Rights Reserved - Confidential   14
A Shoppers Perspective

            Meeting Expectations
1.8
1.6
1.4
1.2
  1
0.8
0.6
0.4
0.2
  0




               © 2012 All Rights Reserved - Confidential   15
Who’s Meeting Customer Expectations
1.65
 1.6
1.55
 1.5
1.45
 1.4
1.35
 1.3
1.25
 1.2




              © 2012 All Rights Reserved - Confidential   16
Top Grocers List (US)




                © 2012 All Rights Reserved - Confidential   17
Meeting Expectations - Operations




               © 2012 All Rights Reserved - Confidential   18
Meeting Expectations - Merchandising




               © 2012 All Rights Reserved - Confidential   19
© 2012 All Rights Reserved - Confidential   20
Create a Brand
to Love




                                                             Advocacy




                 © 2012 All Rights Reserved - Confidential              21
Start a Conversation

Invitations designed
to suit your brand




Industry leading
incentive plan to drive
response count




Multi-mode feedback
collection to listen to
your customers


                          © 2012 All Rights Reserved - Confidential   22
Change Employee Behavior

                                          Commit to action

                                          Focus on what’s most
                                          important to customers

                                          Deliver great experiences

                                          Improve overall satisfaction
                                          score up to 5x more than
                                          traditional CEM



              © 2012 All Rights Reserved - Confidential                  23
Sustain the Great Experiences

                                         Leverage the power of your
                                         internal community

                                         Build best practices through
                                         social sharing

                                         Continually improve the
                                         experience

                                         +8% focus area improvements



               © 2012 All Rights Reserved - Confidential                24
Focus Cycle for Ongoing Improvement

                                                      Eliminate the need for
         Select                                       complex reports

 Share             Commit                             Focus locations on what is
                                                      most important for their
                                                      guests

Review              Act                               Help location managers
                                                      know what to fix and
         Measure                                      how to execute



                    © 2012 All Rights Reserved - Confidential                      25
Give Customers a Voice to Recommend




                   Convert Customers                              Amplify the Voice of
  Find Satisfied
   Customers         to Advocates                                  Your Advocates




                      © 2012 All Rights Reserved - Confidential                          26
A Simple Process to Drive Advocacy




Customer completes survey            Customers with high are invited to                         Customer makes a personalized
                                         make a recommendation                                        recommendation

                                                                                                                     Email Post
                                                                              Facebook Post




                                                                                 Twitter Post



   Recommendation is shared via Facebook, Twitter
      and email with all of the advocates’ friends
                                           © 2012 All Rights Reserved - Confidential                                              27
The Impact of Advocacy


100+ Brands                 20%
                 accept invitation



                                                                                Email Post
                                                       Facebook Post

  Positive experiences
    shared with over                                                     Over

  110,000,000+                                                     1,000,000
 Friends and Followers                                           advocates found
                                                          Twitter Post




                    © 2012 All Rights Reserved - Confidential                                28
Word of Mouth Endorsement on Social Media
                                                            Personalized
                                                            message from
                                                            advocate



 Primary
 marketing
 message


                                            Secondary
                                            marketing
                                            message




                © 2012 All Rights Reserved - Confidential
Empathica
Social Customer Experience Management




                      Advocacy




               © 2012 All Rights Reserved - Confidential   30
“The program has proven to be hugely motivating and
empowering for our Partners, particularly through the
specific feedback received by our stores which contain
positive survey respondent comments on excellent
service”




                    © 2012 All Rights Reserved - Confidential   31
Thank You
Download the Full Grocery Report
http://www.empathica.com/consumer-insights/market-specific-
   reports/empathica-consumer-insights-panel-grocery-report/

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What separates the winners from the losers 06 04 2012 final

  • 1. What Separates the Winners from the Losers in the Grocery World Brian Jones Gary Edwards Vice President Grocery Chief Customer Officer Empathica Empathica June 6, 2012
  • 2. The Needs of Grocers Today Customer loyalty should be the focus for grocery stores: • Customer acquisition does not represent the greatest opportunity • Increase share of wallet among existing customers does © 2012 All Rights Reserved - Confidential 2
  • 3. Average Customer Loyalty of Grocery Store 70% 30% Avg. Grocer Loyalty Share of grocery dollars spent elsewhere © 2012 All Rights Reserved - Confidential 3
  • 4. The Impact of Customer Loyalty $66,000,000,000 @ 100% Loyalty $20,000,000,000 @ 30% Customer Loyalty © 2012 All Rights Reserved - Confidential
  • 5. Customer Service Could Improve 44% of customers feel customer service could improve © 2012 All Rights Reserved - Confidential 5
  • 6. Are You Meeting Customer Expectations? © 2012 All Rights Reserved - Confidential 6
  • 7. Are You Meeting Customer Expectations? © 2012 All Rights Reserved - Confidential 7
  • 8. Who We Are © 2012 All Rights Reserved - Confidential 8
  • 9. What Do Consumers Think? • What are the mix of store experiences most important and help retain best customers? • Which banners are at risk of their best customers attriting? • What can grocers learn about the customer experience from other grocers best customers? © 2012 All Rights Reserved - Confidential 9
  • 10. Focus on Best Customers The insights focussed on only those who spend at least 50% of their dollars in a particular grocer Typical Grocer Distribution of Customers and Dollars 10% 50% 50% 80% Customers Dollars © 2012 All Rights Reserved - Confidential 10
  • 11. The Framework for Customer Experience in Grocery Store Operations Merchandising Rank the importance of and whether your preferred grocer is Promotions Store Technology delivering People © 2012 All Rights Reserved - Confidential 11
  • 12. The Scoring Identify what is: • Most Important (score 2) • Somewhat Important (score 1) • Not Important (score 0) Is this true at your primary grocery store? • Always (score 2) • Sometimes (score 1) • Never (score 0) © 2012 All Rights Reserved - Confidential 12
  • 13. Results There is no one experience that fits all People have different preferences It is the mix of factors that matters Grocers must understand their best customers, and develop experiences that drive and ensure their loyalty © 2012 All Rights Reserved - Confidential 13
  • 14. A Shoppers Perspective Importance 1.6 1.4 1.2 1 0.8 0.6 0.4 0.2 0 © 2012 All Rights Reserved - Confidential 14
  • 15. A Shoppers Perspective Meeting Expectations 1.8 1.6 1.4 1.2 1 0.8 0.6 0.4 0.2 0 © 2012 All Rights Reserved - Confidential 15
  • 16. Who’s Meeting Customer Expectations 1.65 1.6 1.55 1.5 1.45 1.4 1.35 1.3 1.25 1.2 © 2012 All Rights Reserved - Confidential 16
  • 17. Top Grocers List (US) © 2012 All Rights Reserved - Confidential 17
  • 18. Meeting Expectations - Operations © 2012 All Rights Reserved - Confidential 18
  • 19. Meeting Expectations - Merchandising © 2012 All Rights Reserved - Confidential 19
  • 20. © 2012 All Rights Reserved - Confidential 20
  • 21. Create a Brand to Love Advocacy © 2012 All Rights Reserved - Confidential 21
  • 22. Start a Conversation Invitations designed to suit your brand Industry leading incentive plan to drive response count Multi-mode feedback collection to listen to your customers © 2012 All Rights Reserved - Confidential 22
  • 23. Change Employee Behavior Commit to action Focus on what’s most important to customers Deliver great experiences Improve overall satisfaction score up to 5x more than traditional CEM © 2012 All Rights Reserved - Confidential 23
  • 24. Sustain the Great Experiences Leverage the power of your internal community Build best practices through social sharing Continually improve the experience +8% focus area improvements © 2012 All Rights Reserved - Confidential 24
  • 25. Focus Cycle for Ongoing Improvement Eliminate the need for Select complex reports Share Commit Focus locations on what is most important for their guests Review Act Help location managers know what to fix and Measure how to execute © 2012 All Rights Reserved - Confidential 25
  • 26. Give Customers a Voice to Recommend Convert Customers Amplify the Voice of Find Satisfied Customers to Advocates Your Advocates © 2012 All Rights Reserved - Confidential 26
  • 27. A Simple Process to Drive Advocacy Customer completes survey Customers with high are invited to Customer makes a personalized make a recommendation recommendation Email Post Facebook Post Twitter Post Recommendation is shared via Facebook, Twitter and email with all of the advocates’ friends © 2012 All Rights Reserved - Confidential 27
  • 28. The Impact of Advocacy 100+ Brands 20% accept invitation Email Post Facebook Post Positive experiences shared with over Over 110,000,000+ 1,000,000 Friends and Followers advocates found Twitter Post © 2012 All Rights Reserved - Confidential 28
  • 29. Word of Mouth Endorsement on Social Media Personalized message from advocate Primary marketing message Secondary marketing message © 2012 All Rights Reserved - Confidential
  • 30. Empathica Social Customer Experience Management Advocacy © 2012 All Rights Reserved - Confidential 30
  • 31. “The program has proven to be hugely motivating and empowering for our Partners, particularly through the specific feedback received by our stores which contain positive survey respondent comments on excellent service” © 2012 All Rights Reserved - Confidential 31
  • 32. Thank You Download the Full Grocery Report http://www.empathica.com/consumer-insights/market-specific- reports/empathica-consumer-insights-panel-grocery-report/