Digital Transformation in Food and Retail

1. Digital Transformation Food & Retail February 2016 jo.caudron@duvalunion.com / @jcaudron / +32 475 43 80 98

2. @jcaudron A story about Transformation Sold in 35 countries!

3. @jcaudron • we are a digital and innovative marketing consulting company • founded in 2009 as Dearmedia, now the nucleus of the Duval Union ecosystem • we work for large European clients • we have a strong vision on the impact of digital and act accordingly • we are advisors, writers, coaches and entrepreneurs Long term strategy Short term strategy Fixing the basics

4. @jcaudron

5. Hi, I’m Jo Caudron Active in digital since 1993 Internet entrepreneur involved in 20+ start-ups. Founding Partner of Are you an active social media user? Do you embrace new technology? Do you get your kicks from new business models? Who are you?

6. Digital disruption is real. Expect a smack in the face…

7. who is your…

8. Where did the money go?

9. @jcaudron Waves of Digital Disruption 1995+ Music Photography Video Rental … 2005+ Print Media TV Travel Real-Estate HR … 2015+ Finance Healthcare Automotive Real-Estate Retail Education Telco … 2020+ All Safe havens will be subject to digital disruption …

10. @jcaudron What can we learn?

11. Lack of understanding creates fear

12. Putting things in a frame creates insights

13. • What can we learn?

14. Impact on Food & Retail?

15. Consumer Retail Media (Food) Brands

16. The relationship is changing. The Glass House This metaphor describes the changing relationship between the organization and the outside world.Transparency Accountability Proximity Responsiveness Bi-directional Humanization Authenticity

17. The relationship is changing.The Glass House Transparency Accountability Proximity Responsiveness Bi-directional Humanization Authenticity

18. The Glass House Transparency Accountability Proximity Responsiveness Bi-directional Humanization Authenticity

19. The Glass House Transparency Accountability Proximity Responsiveness Bi-directional Humanization Authenticity

20. Product, services and their business models are changing. This metaphor describes the evolution   of unbundling and how this changes   your products, services, business models, go-to market. The Package Monolithic vs. atomic APPiﬁcation Long Tail Personalized Experience Speed Price (Self-)service Scalability

21. UnbundlingThe Package Monolithic vs. atomic APPiﬁcation Long Tail Personalized Experience Speed Price (Self-)service Scalability Angry Birds Twitter, Facebook Newspaper Website CNN online / app Blogs Vertical sites and specialties portals Yelo App Apple TV Spotify Sporza.be LinkedIn, Monster, ... eBay Pinterest, blogs Weather Pro (iPhone) Traffic: Waze YouTube Twitter, Facebook RSS Breaking news In-depth analysis Services Weather Classifieds Jobs Sports TV Fun Specials Discovery Culture Trends & Lifestyle

22. The Package Monolithic vs. atomic APPiﬁcation Long Tail Personalized Experience Speed Price (Self-)service Scalability

23. Unbundling Procter & GambleThe Package Monolithic vs. atomic APPiﬁcation Long Tail Personalized Experience Speed Price (Self-)service Scalability

24. The Package Monolithic vs. atomic APPiﬁcation Long Tail Personalized Experience Speed Price (Self-)service Scalability The food industry is changing, so is delivery Speed

27. New business modelsThe Package Monolithic vs. atomic APPiﬁcation Long Tail Personalized Experience Speed Price (Self-)service Scalability

28. Bypassing Virtualization Fragmentation of touchpoints The Frog The position in the value chain and the channel   are challenged. This metaphor describes the by-passing that you are subject to or that you can perform yourself, leading to a change in the existing value chain.

29. Bypassing If you can sell expensive cars online, you can sell anything online. Bypassing Virtualization Fragmentation of touchpoints The Frog

30. Bypassing Bypassing Virtualization Fragmentation of touchpoints The Frog

33. Buy directly from the farmer Bypassing Virtualization Fragmentation of touchpoints The Frog

34. New gatekeepers Recommendations “Good is good enough” Ambassadorship The Gatekeeper Opinion making is challenged. New competion at the horizon! This metaphor describes the change of opinion making, of leadership, the entrance of new players that dominate the attention of the people.

35. The traditional gatekeeper Crowd-sourced opinions Peers as news distributors Automatic algorithms New “experts” +New gatekeepers Recommendations “Good is good enough” Ambassadorship The Gatekeeper

36. New gatekeepers New gatekeepers Recommendations “Good is good enough” Ambassadorship The Gatekeeper

37. And what will happen if Amazon starts in the fresh industry? New gatekeepers Recommendations “Good is good enough” Ambassadorship The Gatekeeper

38. We know this… Amazon = online store Builds the best online infrastructure “invents” the commercial cloud disrupts the entire storage and server industry Amazon = online fresh food Builds the best distribution infrastructure “invents” the commercial “fresh cloud” disrupts the entire distribution and food retail Now, imagine this…

39. Oops…

40. The Traveller Primary location and place   of consumption are changing This metaphor describes the change of location   and place, the emergence of hybrid models   that merge online and ofﬂine,   to create a consistent user experience   and customer journey. Place Utility Empowered self Instant gratiﬁcation New way of working Contextual awareness Real-time

41. The Traveller PLACE OnlinePoS Hybrid Omnichannel (digital entering PoS) (all functions go digital too) Place Utility Empowered self Instant gratiﬁcation New way of working Contextual awareness Real-time

42. Which is yours?The Traveller Place Utility Empowered self Instant gratiﬁcation New way of working Contextual awareness Real-time

43. Place: what if HalloFresh goes physical? The Traveller Place Utility Empowered self Instant gratiﬁcation New way of working Contextual awareness Real-time

44. AirBnB for retailThe Traveller thestorefront.com Place Utility Empowered self Instant gratiﬁcation New way of working Contextual awareness Real-time

45. PlaceThe Traveller digitalstrategies.tuck.dartmouth.edu/cds-uploads/people/pdf/Isaacson_InStoreDigital.pdf In four empty storefront locations in New York City the brand ‘Kate Space Saturday’ installed temporary digital storefronts on the front window space of the locations. The giant touch screens allowed people passing by on the street to browse product and place orders. Place Utility Empowered self Instant gratiﬁcation New way of working Contextual awareness Real-time

46. The Participant Community Gamiﬁcation Collaboration The power of the crowd Sharing economy Consumers are uniting and creating powerful communities This metaphor describes the importance   of the crowd, the power that it represents   for the good or the bad of the organization.

47. CollaborationThe Participant Community Gamiﬁcation Collaboration The power of the crowd Sharing economy

48. Community Local brewers unite through a community platform The Participant Community Gamiﬁcation Collaboration The power of the crowd Sharing economy

49. Power of the crowdThe Participant Community Gamiﬁcation Collaboration The power of the crowd Sharing economy

50. Power of the crowd ﬂex.amazon.com The Participant Community Gamiﬁcation Collaboration The power of the crowd Sharing economy

51. Sharing economy From scarcity to abundance The Participant Community Gamiﬁcation Collaboration The power of the crowd Sharing economy

52. The Cyborg Internet of Things Wearables Quantiﬁed self Robotics Data Monitoring Technology keeps progressing. This metaphor describes the fact that   we are just at the beginning of the digital revolution, which means that all of the change   that is already happening   is probably just scratching the surface.

53. Internet of ThingsThe Cyborg Internet of Things Wearables Quantiﬁed self Robotics Data Monitoring

54. Amazon DashThe Cyborg Internet of Things Wearables Quantiﬁed self Robotics Data Monitoring

55. Internet of ThingsThe Cyborg Internet of Things Wearables Quantiﬁed self Robotics Data Monitoring Smart water bottle with mobile app & reminders

56. 3D printed foodThe Cyborg Internet of Things Wearables Quantiﬁed self Robotics Data Monitoring Amazon ﬁles patent for 3D printing delivery trucks

57. Big dataThe Cyborg Internet of Things Wearables Quantiﬁed self Robotics Data Monitoring

58. Taking monitoring to the next levelThe Cyborg Internet of Things Wearables Quantiﬁed self Robotics Data Monitoring

59. Taking monitoring to the next levelThe Cyborg Internet of Things Wearables Quantiﬁed self Robotics Data Monitoring

60. Glass House Package Frog GatekeeperTraveller Participant Cyborg Who’s next? New experts and our peers decide what matters People participate, share and co-create their future Technology becomes part of everything we do The relationship with the market changes New experiences in product, service & packaging The position in the value chain changes Mobile gives access to everything, everywhere, every time Person(al) Product Channel CompetitionPlace People Technology

61. So, did this scare you or inspire you?

62. So now that you understand Digital Disruption, how do you start the actual Transformation?

63. Stop hyping, start doing: Digital Transformation Modeling Sold in over 30 countries

64. Create your own Digital Transformation vision and plan1 Create Digital Leadership2 Innovate in the right place(s)3 Build the Transformation Fleet4 Change the culture5Sold in over 30 countries

65. You’ll need to understand disruption its impact

66. You’ll need a strong vision on your future

67. You’ll need a plan with real actions, a Digital Agenda, a roadmap for the future

68. Digital Transformation Modeling Spot and understand the dynamics of digital disruption Analyse the impact on your industry and business Create a future vision and a transformation strategy Create a Digital Agenda that gets you there.

69. It’s no longer about digital, it’s about business Corporate (comm) Strategy Digital Strategy Company Strategy Digital World

70. From ... ... to The Business Digital (at the sideline) Digital in the core

71. From ... ... to The Business Digital (at the sideline) The Business Digital (at the sideline)

72. ... to The Business Digital (at the sideline) Digital in the core The Business Digital (at the sideline) Digital in the core Digital in the core Digital in the core From ...

74. “If you can't understand the new world of digital, fire yourself. Build an executive team that is digital-first (when problems arise, the first solution is always digital). Make sure there is a techie on the board of directors. If the board has a low digital IQ, the company will have a low digital IQ” George Colony CEO Forrester Research So, where are you? How digital is your company? Digital Leadership

75. The ideal situation CEO Ideally your CEO is the digital lead CIO COO CbsOSalesMkt

76. This is Digital Leadership

77. The ideal situation CEO Ideally your CEO is the digital lead Unfortunately she/he is probably not. CIO COO CbsOSalesMkt Is the CIO the digital lead? Is the CMO the digital lead?

78. Sales Marketing&Communication Service&Support HR (Digital)Technology PR&ExternalCommun. R&D&Enterprise2.0 Digital Business Models Are you locked-up in your vertical silo’s or can you create transversal business change? Sales Marketing&Communication Service&Support HR DigitalTechnology PR&ExternalCommun. R&D&Enterprise2.0

80. The Classics The Converted The Digital The Ruptured Traditional model Traditional channels Traditional models Digital channels New business models Digital channels Everything new Incumbents (you) Challengers (them)

81. Different types of innovation The Factory The Guesthouse The Garage Incremental innovation Change projects Breakthrough innovation

83. Digital Transformation Fleet ?Are you the captain of a rigid (sinking) ship Are you the commander in chief of a ﬂeet that changes the world? (no, this is NOT Captain Iglo, it’s Edward Smith from the Titanic)

84. You’ll need balance between your traditional strengths and real innovations Traditional revenue steams new revenue steams

86. @jcaudron 1. The customer always decides

87. @jcaudron 2. All things you do must start from a superior experience

88. @jcaudron 3. From now on, you are an agile and ﬂexible company

89. @jcaudron 4. You live in a world of uncertainty

90. @jcaudron 5. Offense or Defense?

91. @jcaudron 6. Don’t be afraid to cannibalize your own business

92. @jcaudron 7. Never, ever, disrespect new or small players

93. 7 Key Take-Aways

94. @jcaudron Disruption is real, deal with it! Disruption Modeling Transformation 1. Disruption is happening anyway, often without your knowing…

95. @jcaudron Disruption is real, deal with it! Disruption Modeling Transformation 2. There are methods to understand the impact and plan for the future

96. @jcaudron Disruption is real, deal with it! Disruption Modeling Transformation3. You can take transformation in your own hands, but you will have to start NOW, in order to stay in the drivers seat!

97. @jcaudron 4. You’ll need digital leadership throughout the entire organization

98. @jcaudron 5. You will need to embrace new culture, policies, rules, methodologies, technology, processes, attitude, …

99. @jcaudron 6. You’re no longer too big to fail …

100. 7. you make your own choices!

101. So, what does your future look like? Thank you! jo.caudron@duvalunion.com @jcaudron 00 32 475 43 80 98

102. Digital Transformation Food & Retail February 2016 jo.caudron@duvalunion.com / @jcaudron / +32 475 43 80 98

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