Woolworth serves 3mil people each day across 1k supermarkets in ANZ and dominates web traffic for supermarkets

  • Businesses appreciate saving time
    4% of customers = 11% of revenue
    Shop twice as frequently to remain loyal
  • B2b landscape

2.5m registered business
700k actively trading
$7.5b opportunity

Challenges

  • Brand perception as b2c
  • Broad size target to argent
  • More challenged customer expectations
  • Well established competitors

 

NOTE:  Please find my crude notes taken from Ad:tech Sydney March 2016. Please excuse any typos as this was written on the fly and with my life is now consumed with my beautiful 5 month old  daughter and work @ROKT. As such this hasn’t been edited, typos and poor autocorrections from my iPad Pro will entail. 

 

Multiple target sectors with each different needs and behaviours

School, nfp, childcare, office, food service, aged care, hotel, gov

What they offer –

all your grocery needs in a single shop
Leave the heavy lifting to them
Shop online save time and money
Tailored business support
Business customers save more
National reach
Interest free credit accounts
Help understand consumption and spend

Opportunity
Improve service and data accessibility
Every consumer is an employee or business owner
Leverage range and buying power

Achievements
40k businesses registered
Double digit revenue growth YOY
1/3 increase in customer value

Learning across the way

Look at your data
Interview, survey, talk to people doing the doing
Data mining
Experience the process end to end

Get people out into a truck doing the deliveries,

Competitor offering strengths and weakness
Understand what your customer needs not what they want..

Everybody likes a treat – ensure that you give customers the right thing to sustain the relationship not just a sugar fix.

Content flow of feedback that is monitors and respond as quickly as possible.

Design for disabilities – care for the niche who require extra attention

Use your customers based to network – enable them to build your business

Ensure customers are happy with what they have before trying to up sell them

Maximise opportunity from the places you are already – leverage leverage local referrals

Make Optimisation a constant stream of work – reduction of effort can results in greater financial Gains

Customers who spend the money are often not the most profitable

Prioritise customers who’s potential value is greatest

Avoid being something you are not

clearly define what you do and don’t and stay true to your offering

It’s ok to walk away from an opportunity

Establish a parallel path of R&D.

Turn complains into opportunity – find the right customer support staff to make it happy.. Don’t reward customers for complaining and work to fix the core issue and think them once it’s done.

Amplify the resolution by proactively contacting other customers who may have been effected.

When you find and issue – profile the users that had that issue *e.g. A school* then look for other similar customers and let them know we are working to fix it..

Make it easy for customers to get the job done
reliability of service
Empathy and support
Quality guaranteed
Easy access to information

The importance of a human connection is key.

How you deal with social media with the same complaints –

Had a separate social media team
Integrated contact Centre with social media complaints
Agents are fully engaged in everything in the business
Emphases through contact centre is being truthful/ honest

 

 

Case study: How Australia’s largest retailer is supporting the B2B sector to create a fresh growth opportunity.

The greatest challenge for a well-established business is finding incremental revenue growth. Woolworth’s expansion into Online provides customers with choice, catering to channel preference and offering a new level of convenience. It was through the data insights gained through online that an opportunity for incremental growth became apparent. Businesses purchasing groceries started to emerge as a clear segment online and Woolworths made a decision to recognize and support this opportunity to drive new growth.

Takeaways:

> The bigger you are the more challenging it is to grow

> Understanding your marketing and giving them what they need

> Earning loyalty through support and service

> The blurring lines between B2B & B2C

> Selling vs supplying Presentation Title: From retail to B2B tale

Thoughts
Author: Stewart Barrett

Stewart Barrett is an agile, results oriented data driven digital strategist & business focused online marketer with over 10 years’ experience. Passionate about businesses that challenge and disrupt markets, who is inspired and fascinated by the ever-changing world of digital.

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