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eCommerce: Are You Ready to Move to Modern

Agile startups and empowered shoppers are slowing the growth of established consumer packages goods (CPG) companies. To reclaim growth, established CPG companies are embarking on a “move to modern.” That is, they are reconsidering not only how they compete, but also how they build and sustain relationships with their customers. Learn more: https://accntu.re/2lUOxmS

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eCommerce: Are You Ready to Move to Modern

  2. 2. THEDIGITAL DOWNSIDE 2 Digital has leveled the playing field and small players pose a considerable threat. Copyright © 2018 Accenture All rights reserved. TO RECLAIM GROWTH, TRADITIONAL CPG COMPANIES MUST “MOVE TO MODERN.”
  3. 3. SMALLERCPGs POSEAMAJOR THREAT 3Copyright © 2018 Accenture All rights reserved. +49% +3% -2.7% Small CPG growth Large CPG growth Market share of large US CPG firms has declined since 2011
  4. 4. THESLEEPING GIANT 4 2/3 of CPG spending takes place in stores BUT… 57% of consumers already purchase some CPG products online. And that percentage is growing. Copyright © 2018 Accenture All rights reserved. HEREIN LIES THE MODERN OPPORTUNITY
  5. 5. FOLLOWTHE MONEY 5 Annual online sales growth of 8.8% far exceeds growth rates in other channels (2.7% for large-format stores and 1.6% for discounters). E-commerce will be the fourth largest channel for CPG sales by 2022. Copyright © 2018 Accenture All rights reserved.
  6. 6. TRACKTHE SENTIMENT 6 Consumers are moving online for a number of reasons: Copyright © 2018 Accenture All rights reserved. 86% 84% 81% look for items not available in stores want the convenience of home delivery expect to find lower prices
  7. 7. CHASE THEVALUE 7 CPG companies can’t ignore the eCommerce potential. Global online sales revenue: Copyright © 2018 Accenture All rights reserved. 2010 2016 2022 $21 billion $60 billion $108 billion for top 10 markets
  8. 8. 8 CPGECOMMERCEREVENUEPOTENTIAL FORTHETOP100MARKETSEXCEEDS $100BILLIONBY2022 Copyright © 2018 Accenture All rights reserved. RANK* MARKET 2015 2022e GROWTH China 5.5 9.2 66 US 1.3 2.2 68 UK 4.7 6.8 45 Japan 2.2 3.5 54 France 3.2 4.5 41 S. Korea 6.5 7.9 21 Germany 1.0 2.0 101 Brazil 0.5 1.6 198 Australia 2.5 4.0 61 Spain 1.8 2.8 51 1 2 3 4 5 1 3 8 9 UK $10B $8B CHINA $58B 2 6 7 10 5 $2.4B $1.5B $5B $2.4B $4B $2.3B 4 US $14B 6 7 8 9 10 *PENETRATION (in percentage)
  9. 9. 9 PROJECTEDONLINEPENETRATIONOF PRODUCTCATEGORIESIN2022 Copyright © 2018 Accenture All rights reserved. CATEGORIES %/COUNTRY (TOP 3) Nappies, diapers and pants 68/KR 40/CN 18/GB Baby food 54/KR 33/CN 12/GB Skin care 27/CN 20/US 15/GB Set kits 23/US 22/CN 17/JP Baby and child specific products 35/CN 19/GB 15/KR Color cosmetics 31/CN 19/JP 17/GB Fragrances 31/KR 30/GB 19/JP Sanitary protection 15/CN 13/KR 5/GB Men’s grooming 23/CN 17/GB 12/KR Bath and shower 12/CN 14/GB 10/KR Facial tissues 14/CN 9/GB 6/JP Hair care 26/CN 15/GB 8/KR,ES Oral care 23/CN 9/GB 6/ES CATEGORIES %/COUNTRY (TOP 3) Wine 15/CN 11/GB 12/AU Tea 15/CN 6/DE 5/GB Drinking milk products 13/KR 12/CN 6/GB Toilet paper 13/CN 7/US,GB 6/FR Laundry care 15/CN 10/KR 9/GB Rice 31/KR 10/JP 7/GB Chocolate confectionary 12/CN 6/GB,FR 5/JP Sugar confectionary 88/CN 5/GB 3/JP,AU Biscuits/cookies 11/KR 8/CN 7/ES Yogurt 13/KR 7/GB 6/CN Sweet and savory snacks 8/CN 7/GB 3/KR,ES Coffee 17/KR 11/CN 5/GB,FR Spirits 9/AU 6/GB 4/DE Legend: AU (Australia), CN (China), DE (Germany), GB (Great Britain), ES (Spain), FR (France), JP (Japan), KR (South Korea), US (United States) CATEGORIES %/COUNTRY (TOP 3) Ready meals 6/GB 4/JP 5/AU Juice 14/KR 7/GB 4/CN,FR Beer 9/AU 5/GB 4/JP Bottled water 20/KR 4/GB,FR 3/CN,JP Sports and energy drinks 7/KR 6/FR 5/GB Carbonates 11/KR 5/GB 4/FR Oils and fats 7/FR 5/GB 3/ES Processed meat and seafood 6/FR 5/GB 2/CN,ES Processed fruit and vegetables 6/GB 5/FR 2/CN,DE Baked goods 4/GB,FR 3/ES 2/CN,AU Cheese 4/GB,FR 3/ES 2/CN Sauces, dressings and condiments 4/ES 3/JP 1/US,GB
  10. 10. PLAYTOWIN 10 CPG companies that commit to a modern eCommerce strategy will grow faster and outperform their peers by a significant margin. 75% CAGR is possible for companies that advance through three levels of eCommerce maturity. Copyright © 2018 Accenture All rights reserved.
  11. 11. MATURITY LEVEL1 11 MASTER BRILLIANT BASICS • Optimize search • Optimize CX • Optimize content management • Optimize ad spend Copyright © 2018 Accenture All rights reserved. DESIGN THE PERFECT “DIGITAL SHELF” WITH THE RIGHT PRODUCT DESCRIPTIONS AND IMAGES
  12. 12. MATURITY LEVEL2 12 GEAR UP FOR DIFFERENTIATION • Strengthen channel partnerships • Optimize product assortments • Effectively manage pricing Copyright © 2018 Accenture All rights reserved. DON’T OFFER A BETTER PRICE. OFFER THE BEST PRICE TO WIN IN THE ONLINE SPACE
  13. 13. MATURITY LEVEL3 13 LEAD THE PACK • Design an agile supply chain • Re-imagine packaging for the online world • Develop products for the digital consumer Copyright © 2018 Accenture All rights reserved. DIFFERENTIATE ONLINE OFFERINGS WITH NICHE, EXCLUSIVE OR PERSONALIZED PRODUCTS
  14. 14. YOURMOVE TOMODERN STARTSNOW 14 Building eCommerce capabilities is a critical step to becoming a modern CPG company. Those that invest wisely in core areas of eCommerce today will be the ones to: • Deliver endless aisles • Capture endless insights • Pursue endless opportunities for growth in the years ahead Copyright © 2018 Accenture All rights reserved.
  15. 15. 15 VISIT: ACCENTURE.COM/CPGECOMMERCE LEARNHOWTOMAKETHE “MOVETOMODERN” Copyright © 2018 Accenture All rights reserved. @AccentureCPG Accenture Consumer Goods