ecommerce - final presentation final -2
TRANSCRIPT
By: Lynda Assi, Shiqi Lin, Yuan Liu, Liza Perez & Haavard Wattum
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
COMPANY BACKGROUND
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
Current Website Layout
Current Website Layout
Current Website Layout
Present Website Layout
THE APPROACH
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
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
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
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
Low value
High value
Many quality products Few quality products
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.
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.
THE WEBSITE
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
Business Model
Strategies● Online Community
● Pricing
● Loyalty Programs
Online Community● Online Communities Locally
● Transparency
● Home Shopping
Pricing
● Same day delivery with premium price
● Bundle Price
● Local & Organic Prices
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.
Whole Foods express online shop
Product listing page
Product detail page
Shopping cart basket
Multi product shopping cart basket
Check out window
Place order
Customer relationship management
Blog post seasonal
Responsive Design
Campaigns
● Special Day Promotion Campaign
● Social Media
● Direct Marketing
● In-Store Promotion
● Out-of-home Promotion
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
Recommendations
● Create an app
● Develop a loyalty program
● Provide shopping habits feedback
● Automatic app reordering
● Order and reorder catalogues
DO YOU HAVE ANY QUESTIONS?
Thank you for your attention!
By: Lynda Assi, Shiqi Lin, Yuan Liu, Liza Perez & Haavard Wattum
APPENDIX
Bibliography● Sources : “United States Organic Food Market Forecast & Opportunities, 2018” / Organic Trade Association /
BBMG Conscious Consumer Report