from “born digital” products the opportunity for brands ...€¦ · personalization @ scale. in...
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© EVRYTHNG | 2018
The Opportunity for Brands from “Born Digital” ProductsCorey Wilson, VP Business Development, EVRYTHNG
5th June 2018
Online channels drove 90% of FMCG growth in the last year
Brands counting on direct to consumer for growth & margin
4%Market share lost to lack of consumer trust in the last 5 years
78%US consumer switching brands at unparalleled rates
40%eCommerce market last year, with 300 million consumers
7% Brands are exceeding consumer expectations
Challenging Environment
Source: “Why Strong Customer Relationships Trump Powerful Brands”, HBR, 2014.
YOUR MARGIN IS MY OPPORTUNITY.
– Jeff Bezos, Founder and CEO, Amazon
SOURCE: KP Internet Trends 2017
© EVRYTHNG | 2017COMMERCIAL & CONFIDENTIAL
© EVRYTHNG Inc. | 2018 COMMERCIAL & CONFIDENTIAL
Brands & retailers need to know their customer to compete
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Logi
stic
al E
xcel
lenc
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Knowledge of customer
THE NEW NORMAL= 100% END-CUSTOMER REGISTRATION
= 100% SUPPLY CHAIN INSTRUMENTATION
The Digitization Revolution
The Digitization Revolution
+ TM
“Knowing where your products are, who’s got them, and what they’re doing with them.”
“We aim to use data and analytics to rebuild a high-touch proximity with customers. Ensuring the entire organization understands and sees the value and benefit of data is a massive priority.”
– Leonid Sudakov, US president of Mars Petcare Connected Solutions
PERSONALIZATION @ SCALE
IN THE PAST, WE, ALONG WITH OTHER COMPANIES, HAVE FALLEN INTO THE TRAP OF ALLOWING THE DATA AND INFORMATION TO BE HELD BY THIRD PARTIES.
– Dan Burdett, Global Brand Director, Snickers (Mars)
Smarter products come with personalized digital services
location
status
owner
quantity
condition
provenance temperature
alerts
interactions
destination
supplier factory distributor retailer consumer user recycler
history
ACTIVE DIGITAL IDENTITY™
© EVRYTHNG Inc. | 2018 COMMERCIAL & CONFIDENTIAL
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Improve quality management
Revenue & income growth
Direct engagement pre & post purchase
First party CRM data
Connect directly with theend customer
Data intelligence in the supply chain
Scale?
2 billion+smartphones
Time spent per US Adult User per Day with Digital Media 2008-16
SOURCE: KP Internet Trends 2017
A Standard Web Address for Every Product Using Its GS1 Identifier
One Code On Product, Multiple Applications
=
4 trillionproducts pa
2 millionmanufacturers
5 billionscans per day
https://www.gs1.org/sites/default/files/gs1_uri_structure-_call_to_action_final_0.pdf
January 2018
QR code + RFID tag, connecting to the same digital identity
Use consistent digital activation language
Call to action
June 2018 http://evrythng.com/gs1
Scale?
“Data is the new oil”“The world’s most valuable resource is no longer oil, but data”
Adaptive Intelligence
Scale?
location
status
owner
quantity
condition
provenance temperature
alerts
interactions
destination
supplier factory distributor retailer consumer user recycler
history
ACTIVE DIGITAL IDENTITY™
Trust?
Source Manufacture Distribute Retail Consume Recycle
TM
Blockchain Integration Hub
generalist blockchains supply chain blockchains specialist blockchains
Digitized products
© EVRYTHNG Inc. | 2017COMMERCIAL & CONFIDENTIAL Supplier Printer Co-Packer Retailer Consumer
TM
Blockchain Integration Hub
Supply chain traceability and digital rewards
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Scale!TM
© EVRYTHNG | 2018
Smart Packaging and the Direct-Brand Economy Niall Murphy, CEO & co-founder, EVRYTHNG
5th June 2018