IRi恢复增长大数据合作英文版2017615页

BacktoGrowthBigDataCollaboration!Capitalisingonthecustomer’s(r)evolutionBreakingthesilosandfocussingonyourcustomersGamechangerforgrowth:BigdatacollaborationOvercomingthebarriersforadoptingacollaborativeapproachCasestudies:SharingaholisticviewofthecustomerTransformingbigdataintobigdecisionsPage345791012143WHITEPAPERBACKTOGROWTHAboutthispublicationToday’sfast-movingconsumergoods(FMCG)marketisripewithopportunitiestogrow.Forthepastfouryears,growthinvolumesaleshasrarelyincreasedmorethan2%,andhasbeenlimitedtoonlyafewcountriesinEurope.Oneoftoday’sbigchallengesarisesfromthemultitudeofchoicesavailabletotheconnectedcustomer.Vastchoiceisleadingtoever-decreasinglevelsofbrandandstoreloyalty,andthereismuchhigherdemandforconvenienceandstrongvaluepropositions.Tohelpoffsetthesechallenges,theindustrymustidentifywhatreallymatterstocustomers.Fortunately,thereisaccesstomind-bogglingamountsofcustomerinsightsandmoremethodsthanevertocommunicateandmarketdirectlytothem.TheotherbigchallengethatFMCGretailersandmanufacturersneedtoaddressishowtousebigdatatoitsfullestpotential.Traditionallyretailershaveowneddata,whilemanufacturershaveownedscience.It’stimetoreconcilethetwoareasofexpertisetofindnewgrowthopportunities.Historically,inordertofindgrowth,retailersandmanufacturershadtofocuscollaborativeeffortsonthesupplychaininordertotightenstandardsandoverallperformance.Today,however,theindustrywinnerswillbethosethatembracethebigdatacollaborationapproachandthelatesttechnologythatputscustomersattheheartoftheirstrategies.Thispaperdefineshowcustomisationandpersonalisationthroughcollaboration,supportedbyin-depthbigdataresources,canenhancecustomerexperiencesandcombatbrandindifference.Casestudiesexemplifyhowleadingretailersandmanufacturershaveusedintelligentknowledgetoachieve,succeedandgrowinachallengingmarketplace.JoséCarlosGonzález-HurtadoPresidentofIRIInternational4WHITEPAPERBACKTOGROWTHNogrowthisahardfact!Thepost2008economiccrisisshopperhasbecomemuchsmarter:theyarewellconnectedandareabletofindthebestprices,theyaremoreconsciousaboutunnecessarywastageandmuchmoreconcernedabouttheirhealth,wellnessandtheenvironment.OverthesameperiodtheFMCGindustryhasexperiencedlittleornogrowth,despiteeconomicrecoveryinmostcountries:becausethislackofgrowthisbeingdrivenbyachangeintheprofileofthetypicalcustomer,wecanassumeitisheretostayforafewmoreyears.Sowhathappenswhennogrowthispredictable?RetailersareforcedtocompeteonpriceandthisisveryprominentforinstanceintheUnitedKingdom(UK)andinFrance.Ifretailersandmanufacturersdon’tchangedrasticallythewaytheyoperate,theywillhaveahardtimetocontinueinvestingininnovations,drivingcustomerstotheirstores,andgeneratingsaleswiththerightlevelofmargin.ComfortableorganicgrowthhasgoneAndwhenthereisagrowth,it’sweakFMCGrevenueevolutioninEurope*overthepastfouryearsFMCGvolumesalesevolutioninEurope*overthepastfouryearsCopyright©2017InformationResources,Inc.(IRI).ConfidentialandProprietary.1Comfortableorganicgrowthhasgone0.5%0.0%1.0%0.6%0.0%0.2%0.4%0.6%0.8%1.0%1.2%2013201420152016Chiffred'Affaires*Allemagne,Espagne,France,GrandeBretagne,Greece,Italie,PaysBasSource:IRIInfoScanRevenueevolutioninEuropeoverthefourpastforyearsFMCGrevenueevolutionCopyright©2017InformationResources,Inc.(IRI).ConfidentialandProprietary.2Andwhenthereisagrowth,it’sweak-1.5%-0.6%0.7%0.5%-2.0%-1.5%-1.0%-0.5%0.0%0.5%1.0%2013201420152016evol.volumeVolumesalesevolutioninEuropeoverthefourpastforyears*Allemagne,Espagne,France,GrandeBretagne,Grece,Italie,PaysBasPourlesPGC,source:IRIInfoScanVolumesalesevolution*Germany,Spain,France,UnitedKingdom,Greece,Italy,NetherlandsSource:IRIInfoScan*Germany,Spain,France,UnitedKingdom,Greece,Italy,NetherlandsSource:IRIInfoScanFMCGrevenueinEuropeFMCGvolumeevolutioninEurope5WHITEPAPERBACKTOGROWTHCapitalisingonthecustomer’s(r)evolutionBigtrendscontinuetoinfluencetheFMCGindustry,withconsumerhealthfads,economicconditions,governmentpolicy,ethicalsupplychainawareness,extremeweather,andinnumerableothersaffectingthewayproductscometomarketandhowconsumersrespondtothem.Formanufacturersandretailerstowin,navigatingthismovinglandscapeisimperative.Byenablingchangeinproducts,pricing,promotion,merchandising,storelayouts,assortments,supplychainlogisticsandbrandimageinordertorapidlyadapttothecurrentmoodofthemarket,manufacturersandretailerscanstayrelevant.Historically,it’sclearthatproductsandretailconceptscan’talwayssurviveinaharshmarket.Dataindicatesthatproductfailuresfaroutnumbersuccessesinthenewproductarena.IntheUK,7%ofNPD(newproductdevelopment)isdelistedwithinthefirstyear,onaveragelastingjust34weeks.InadditiontherangecutintheUKsupermarketisonaverage10.5%overtwoyears.However,unlikedecadespast,nowtheindustryhasinvaluableresourcestosupportmeaningful,lasting,successfulproductlaunches–ithasvastinformationavailabletotheindustryandtocustomers,allofwhomarelookingtomakeeducatedandpurposefulpurchaseswiththeirhard-earnedmoney.Customershavebeenembracingthisnewmineofinform