Download - Ecommerce - Final presentation Final -2
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By: Lynda Assi, Shiqi Lin, Yuan Liu, Liza Perez & Haavard Wattum
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Shopping cart
Company background● Introduction● Current website
The Approach● Category● Strengths and
Weaknesses● Opportunities and
Threats● Competitive analysis● Customer Profile
The website● Objectives● Business model● Strategy● Whole Foods express
ecommerce ● Campaigns● Metrics for Success● Recommendations
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COMPANY BACKGROUND
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Introduction● Whole Foods Market, Inc. is an American foods supermarket chain
specializing in organic food.
● Type: Public
● Industry: Grocery store/ Health food store
● Founded: September 20, 1980
● Number of locations: 404 (Jan 2015)
● Revenue: Increase US$ 12.9 billion (2013) [2]
● Number of employees: over 58,300
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Current Website Layout
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Current Website Layout
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Current Website Layout
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Present Website Layout
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THE APPROACH
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CategoryConsumers are becoming health-conscious
● Consumers are driven to local, natural, organic and sustainable offerings
● 9/10 Americans are “conscious consumer”● 90% buy energy efficient products● 88% products promoting health and safety benefits ● 87% support fair labor and trade practices ● 87% commit to environmentally-friendly practices
Consumers value convenience ● Constraints on time and household
budgets.
● practical about purchasing decisions
US organic food market grow will grow until 2018● Annual growth rate of 14% on the sector
● Domestic organic food production increased about 240% between 2002 and 2011
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Strengths and Weaknesses
Strengths Weaknesses
● Social media presence
● Presence in local communities
● Relationships with suppliers and
partners
● Fast delivery service
● Brand trust with high quality
● Weak loyalty program
● High prices of products
● Crowded store
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Opportunities and Threats
Opportunities Threats
● Local, natural, organic and sustainable offers
● Organic food market is an emerging trend
● Consumers are conscious and value convenience
● Increased technological capabilities
● “Whole Paycheck” consumers perception
● High competition
● Organic foods sold at lower prices
● Difficult to distinguish organic food from fakes
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Competitive analysis
● Primary Direct: o Amazon Fresh, PeaPod, Fresh Direct, Google Express, Schwans.com
● Primary Indirect: o Blue Apron, Five Stars Home Foods, Hello Fresh
● Secondary:o GrubHub, Seamless, Eat24
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Low value
High value
Many quality products Few quality products
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Primary Target - Healthy Young Professionals
Personal/DemographicName: Carrie & FredAge: 25 - 35Status:Raising Career.Demo: $40K HHI, college graduate working professionals.
LifestyleImpulse shopper if sparked would be interested. Cares about being healthy and fit.
Motto“Eating well keeps us going”
Personal shopping HabitsConnectivity: Very connected to different devices: tablet smartphone, laptop.Internet: User of social media, blogs. Shares articles and photos of interests.
Favorite e-commerce siteHigh end retail stores. Amazon prime users, Content based shopping.
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Secondary Target - Health Conscious Parents
Personal/DemographicName: Carrie & FredAge: 35 - 45Status: Married with kidsDemo: $90K HHI, college graduate working professionals.
LifestylePlans and reads reviews. Carefully select foods. Cares about eating healthy and nutritive.
Motto“We are what we eat”
Personal shopping HabitsConnectivity: Very connected to different devices: tablet smartphone, laptop.Internet: User of social media, blogs. Shares articles and photos of interests.
Favorite e-commerce siteHGTV and cooking channel, kids retail stores, interest Blogs/ affiliate shopping.
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THE WEBSITE
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Objectives and Goals
Objectives● To achieve 5% market share of the premium online grocery market
● To acquire 3% of the residents within our store communities
Goals● To make Whole Foods the preferred customer option
● To manifest Whole Foods ecommerce position
● To help unclog our in store traffic
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Business Model
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Strategies● Online Community
● Pricing
● Loyalty Programs
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Online Community● Online Communities Locally
● Transparency
● Home Shopping
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Pricing
● Same day delivery with premium price
● Bundle Price
● Local & Organic Prices
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Loyalty Program: Your WholefoodsYour Rewards: ● Non Subscribed Users:
$10 = 1 point● Subscribed Users:
$5 = 1 point ● 100 points = Next
Purchase FREE Delivery
Your Basket:● Ability to auto-reorder
favorite produces.
● Monthly subscriptions.
● Specials alerts.
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Whole Foods express online shop
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Product listing page
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Product detail page
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Shopping cart basket
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Multi product shopping cart basket
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Check out window
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Place order
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Customer relationship management
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Blog post seasonal
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Responsive Design
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Campaigns
● Special Day Promotion Campaign
● Social Media
● Direct Marketing
● In-Store Promotion
● Out-of-home Promotion
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Metrics for Success
Awareness Consideration Preference Purchase Loyalty
Reach Clicks Sharing Clicks to website
Sharing
Views Reviews Likes / Follow Conversions to sale
Referrals
Content Views Data Capture Coupons User-generated content
Comments Social Listening Tracking tags
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Recommendations
● Create an app
● Develop a loyalty program
● Provide shopping habits feedback
● Automatic app reordering
● Order and reorder catalogues
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DO YOU HAVE ANY QUESTIONS?
Thank you for your attention!
By: Lynda Assi, Shiqi Lin, Yuan Liu, Liza Perez & Haavard Wattum
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APPENDIX
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Bibliography● Sources : “United States Organic Food Market Forecast & Opportunities, 2018” / Organic Trade Association /
BBMG Conscious Consumer Report