Maximilian Musselius - ECR Baltic › f › docs › 03_Musselius_Pentjuss_Baltics_2011.pdf · -...

Maximilian MusseliusCo-Chair for National Initiatives, ECR Europe CEO ECR Russia

Agenda and priorities of ECR Europe (26 countries) for 2012

Global level Europe 26 national ECRs in Europe

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Major steps to build ECR Europe strategy roadmap

Restate ECR Europe role and mission

Clarify the positioning of ECR Europe within its environment

towards TCGF, National ECR, GS1, AIM, EuroCommerce, ...

Confirm ECR Europe governanceRole, mission and composition of

Boards, Committees, Working groups

Reassess ECR Europe activities in regards to the positioning

Current (Conference, Working groups, ICI) + Future Rei

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Supply Chain

- OSA Reloaded

- Inventory Optimisation

- Shrinkage

Shopper

- Consumer/Shopper Journey

- Mobile Commerce

Enabling Technologies

- Master Data sync & Data Quality - POS Data Sharing

The Consumer/Shopper Journey

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The Consumer Shopper Journey

Mobile Commerce

58 Members

62 bln USD aggregated turnover

400 000 employees

ECR Russia

19% of consumers in Russiaare smartphone owners1

50% smartphone penetrationin most developed markets2

+138% smartphone sales growth in Russia Q1 - 2011 per 20101

1) Short smartphone market review – Svyaznoy(2011)2) Mobile savvy-shopper report – GS1 UK(2011)

Technology and Consumers are meeting

Technology Consumers

Trend 1. Smartphone as a shopping tool

Mobile commerce is no longer a separate activity from traditional brick-and-mortar shopping. It’s

done together

New Challenges

• Shoppers/Consumers getting information about products and places with smartphones

• Sometimes this information are incomplete and wrong

• Brand owners have no ownership and no influence on the presentation of their products and Word-Of-Mouth

Trend 2. Bargain Hunting

The Fastest Growing Company Ever!

Trend 3. Savvy smartphone

Future is here• Smartphone apps collects

information about consumers preferences and activities – Check-ins– Likes– Purchases– Friends

• Personal recommendation, mobile services will become more powerfull and smarter

• Loyalty cards will be moved to smartphones

Trend 4. Mobile Banking

Google Wallet

Google enables mobile payments with secure access to near-field communication (NFC) hardware to allow phone users to make purchases through MasterCard's PayPass

Trend 5. Buying tangible goods

Augmented reality enhancements for mobile shopping

Get Ready: The New Age Are Coming!

Digital consumer continued andECR Baltic focus & working group

activities 2011-2012

Edgars Pentjuss, Managing DirectorECR Baltic

Media evolution

1996 Web pages2001 Search Google2005 People Facebook 2007 Status updates Twitter. 2009 Places Foursquare app2010 Objects and products

(source: stickybits)

Consumers speak to us already:

Summary of challanges with digitalconsumer?

• Technology enabled consumer• Informed path to purchase (trusted product data

source)• Presence and Metrics in all media channels –

response and engagement• APP or WAP or Both or also 2D, NFC, Bluetooth,

WiFi

ECR Baltic focus & working groups2011-2012

Edgars Pentjuss, Managing DirectorECR Baltic

ECR Baltic working groups:

• Supply Chain:• Pallets Quality Assessment standardisation• Returnable Transport Packaging unification (for dairy,

meat, F&V crates)

• EDI (Electronic Data Interchange)• Shopper - Category Management

Join us during coffee break

Challange for ECR Baltic working groupstoday!

transformation from “interest group” to dedicated task force with Retailer-Manufacturer co-chairing and clearaims and deliverables for 2012.

AGENDA: SC (Pallet Quality Assessmentstandardization). Hall: ALFA

• Working group introduction by Paulis Dālbergs, CidoGrupa, ECR Baltic Board member

• Summary on Pallets Quality Assessment standardization with change requests and samples (including coloring: acceptable grey scale of pallets) by Janas Lisko, EPAL

• Practical aspects, experience and comments on Baltic change requests by Mateusz Boruta, ECR Poland;

• Proposal on common procedure and dispute settlement for pallets acceptance at Manufacturers side by Paulis Dālbergs, Cido Grupa

• Discussion by All

AGENDA: Shopper (CM). Hall: BETA 2

Working group introduction by Antra Vītola-Gerharde, ACNielsen

Setting aims for 2012, discussion by All

• Alignment of well established categories: trees and segmentation definitions

• Consumer-Shopper Journey Framework• Demand side training needs

Top of mind issues: trusted product data source and information based path to purchase availability

AGENDA: EDI. Hall BETA1

• Working group introduction by Edgars Pentjuss, ECR Baltic

• EDI business model (alignment of 4 basic electronic document flow) by Darius Lapienis, RIMI Baltic

• Setting aims for 2012, discussion and feedbacks by All

Q&AThank you!