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Udnyttelse Af Big Data I Detailhandel Via Internettet

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Udnyttelse Af Big Data I Detailhandel Via Internettet UDNYTTELSE AF BIG DATA I DETAILHANDEL VIA INTERNETTET Exploiting Big Data in retail commerce via the Internet HVORDAN PUSH-BESKEDER KAN ØGE KUNDELOYALITETEN I COOP HOW PUSH MESSAGES CAN INCREASE CUSTOMER LOYALTY IN COOP AFGANGSPROJEKT HD 2. DEL ØKONOMISTYRING OG PROCESLEDELSE Paul Knudsen (pakn10ab) Vejleder: Mogens Kühn Pedersen CBS, maj 2014 Udnyttelse af Big Data i detailhandel via internettet Hvordan push-beskeder kan øge kundeloyaliteten i Coop Exploiting Big Data in retail commerce via the Internet How push messages can increase customer loyalty in Coop Forfatter: Paul Knudsen Vejleder: Mogens Kühn Pedersen Sideantal / anslag: 102 sider / 155.414 anslag Afgangsprojekt HD 2. del, Økonomistyring og procesledelse Copenhagen Business School 2014 Afleveret: 5. maj 2014 Skrifttype: Geogrotesque Kontaktoplysninger: Paul Knudsen, tlf. 22 12 92 67, [email protected] [Denne side er bevidst efterladt blank] EXECUTIVE SUMMARY Big Data is all about understanding the individual consumer. This understanding will enable retailers to deliver the right information and service to the right customer at the right time, via the channel of their preference. In this report the largest retail commerce chain in Denmark, Coop, is analyzed with regards to their use of Big Data and push messages. Coop is part of a national retail market that is overflowing with brick-and-mortar stores – and more are on their way. At the same time e-commerce is booming which puts more pressure on the brick-and-mortar retailers to find new ways of drawing the attention of the consumer. The customer relationship needs to be improved through better service and by delivering better information about products and offers. The analysis is focused on consumer behavior and how using Big Data techniques and technologies can improve the information flow by using existing as well as new infrastructure to target consumers in a better and more advanced way. The omni-channel approach will give consumers the best possible shopping experience. The overall scope is to strengthen the customer relationship by individualizing and personalizing information pushed to the customer. Using the existing technology of email and SMS marketing an experiment is conducted to see if this type of marketing can support this – and how Big Data could eventually improve customer satisfaction and increase loyalty. The analysis also shows that new generations will expect retailers to be omni-channel and that more and more commerce will become mobile. Other technologies like beacons are also discussed for proximity marketing. Combining Big Data with proximity marketing would position Coop as the leading retailer in Denmark and using the existing SMS marketing platform could pull the consumers towards this new technology. The conclusions are that Big Data is not yet used enough in Danish retail commerce as well as in Coop but this also represents an opportunity. It would require as paradigm shift to focus more on data-driven decision making rather the gut feelings. The consumer wants relevant and personalized information and this would strengthen satisfaction and loyalty towards the brand. EXECUTIVE SUMMARY 5 Management must focus on Big Data to utilize this in the decision making process. Also an omni-channel strategy has to be created. Marketing should then become more automated on a per consumer level with personalized information on products and services. Good data scientists must be found and talents nursed to deliver the best possible analyses and in real- time. Push messages does have a future in retail commerce, especially in m-commerce but management must embrace the new technologies. 6 EXECUTIVE SUMMARY INDHOLDSFORTEGNELSE EXECUTIVE SUMMARY 5 INDHOLDSFORTEGNELSE 7 1 INDLEDNING 11 1.1 BAGGRUND 11 1.2 PROBLEMET 12 1.3 OPGAVENS OPBYGNING 13 1.4 TIDSPLAN 13 2 METODE 15 2.1 PRÆSENTATION AF UNDERSØGELSESMETODERNE 15 2.2 PRAKTISK EKSPERIMENT MED UDSENDELSE AF BESKEDER 15 2.3 INTERVIEW 15 2.4 INDSAMLING AF DATA 16 2.5 OVERVEJELSER OG FEJLKILDER 16 2.6 FAGLIGE NORMER OG PRAKSIS 16 3 MODELLER 17 3.1 E-BUSINESS INFRASTRUKTUR 17 3.2 INNOVATION I DETAILHANDEL 20 3.3 VÆRDIKÆDEN I DETAILHANDEL 25 3.4 KUNDERELATIONER 27 3.5 OPSUMMERING 32 INDHOLDSFORTEGNELSE 7 4 ANALYSE I: DETAILHANDEL 33 4.1 COOP’S SITUATION 33 4.2 TEKNOLOGISKE FREMSKRIDT 34 4.3 BIG DATA RAMMER LEDELSEN 37 4.4 EN OMNI-CHANNEL STRATEGI 39 4.5 FORVENTNINGER TIL BIG DATA 43 4.6 DELKONKLUSION 43 5 ANALYSE II: KUNDERELATIONER 45 5.1 MEDLEMSDATABASEN 45 5.2 WALMART OG ANDRE FØRENDE KÆDERS BRUG AF BIG DATA 46 5.3 SMS SOM MARKEDSFØRINGSREDSKAB 49 5.4 DAGLI’BRUGSENS SMS-PROJEKT 50 5.5 EKSPERIMENT MED FORSKELLIGE TILBUD PÅ SMS 53 5.6 FORBRUGERADFÆRD 56 5.7 PERSONLIGGØRELSE MED SMS 58 5.8 DELKONKLUSION 59 6 ANALYSE III: FREMTIDEN 61 6.1 M-HANDEL DE KOMMENDE ÅR 61 6.2 BEREGNINGSKAPACITET – HVORFOR CLOUD COMPUTING? 62 6.3 FLERE FORETNINGSMULIGHEDER 63 6.4 DELKONKLUSION 64 7 DISKUSSION 67 7.1 BIG DATA I DETAILHANDLEN 67 7.2 HVOR LANGT KAN MAN GÅ MED SMS? 68 7.3 VURDERING AF UNDERSØGELSESMETODERNE OG FAGLIGE METODER 69 8 KONKLUSION 71 8.1 BIG DATA SOM UDNYTTES BEDRE 71 8.2 HANDLEANVISNINGER 73 8 INDHOLDSFORTEGNELSE 9 LITTERATURLISTE 75 10 ILLUSTRATIONER 81 11 BILAG 83 11.1 COOP AMBA KONCERNOVERSIGT PR. APRIL 2014 83 11.2 HYPE CYCLE FOR EMERGING TECHNOLOGIES, GARTNER 2013 84 11.3 TILMELDINGER OG UDSENDTE PUSH-BESKEDER I DAGLI’BRUGSEN 85 11.4 FREMSKRIVNINGER AF M-HANDEL 87 11.5 INTERVIEW 89 INDHOLDSFORTEGNELSE 9 1 INDLEDNING I DETTE AFSNIT SÆTTES SCENEN FOR UNDERSØGELSEN AF BRUGEN AF BIG DATA TIL AT OPTIMERE LEDELSESBESLUTNINGERNE, SOM I SIDSTE ENDE DEFINERER DET INDHOLD, SOM FORBRUGERNE SER. Til Coop Dagli’Brugsen har min virksomhed, 1.1 BAGGRUND QBuy ApS, gennem de seneste to år leveret et Big Data er et hypet begreb i disse år, hvor website med et tilhørende pushbesked- medierne i ny og næ tager fat i emnet, men system baseret på email- og SMS- uden egentlig at oplyse den brede befolkning udsendelser. Dette har givet mulighed for at om, hvordan dette vil kunne påvirke arbejde konkret med drift og optimering af et hverdagen i den nære fremtid. Mediernes system, der bliver brugt i stort omfang, og fokus har mest af alt handlet om privatlivs- hvor muligheden for indsamling og og sikkerhedsspørgsmål, snarere end bearbejdning af data ligeledes er stor. Som hvordan den rette brug kan forbedre leverandør har min rolle været at udvikle et tilfredsheden hos den enkelte forbruger. system, der kan understøtte og videreudvikle Brugen af Big Data kræver således et stort den forretningsstrategi, som Dagli’Brugsen oplysningsarbejde i befolkningen, men også forfølger om at være det lokale omdrejnings- blandt virksomhedsledere der skal træffe punkt i typisk et landområde. beslutningen om at sætte data i spil. Dagli’Brugsens moderorganisation, Coop, Som casevirksomhed har jeg valgt Danmarks sidder også med en unik mulighed for at største detailhandelskoncern, Coop. Den kunne aktivere de 1,4 mio. danskere, som vigtigste gren af virksomheden er at sælge allerede har en tilknytning til virksomheden dagligvarer, som samtidig er et område, hvor via medlemskabet af Coop. Som de fleste forbrugerne køber mange af de samme varer andre virksomheder er udfordringen at tjene igen og igen. Det er således et meget penge i et presset marked, og målet er at øge anderledes område, end hvis vi talte om salg kundetilfredsheden, så loyaliteten øges, af tv eller sofaer, hvor forbrugerne sjældnere hvilket i sidste ende vil kunne øge indtjenin- skal ud på markedet. gen. Denne unikke database vil kunne kobles til andre indsamlede data, og derfra vil et INDLEDNING 11 analysearbejde kunne give både topledelsen bedre, optimeret og mere målrettet og den lokale butiksledelse langt bedre kommunikation. En af udfordringerne er at værktøjer til at træffe beslutninger om tilbud sætte data om forbrugerne i spil på den og kampagner. rigtige måde. Min interesse for, erfaring og arbejde med 1.2.2 PROBLEMFORMULERING Coop er derfor årsagen til, at jeg har valgt Med udgangspunkt i behovet for at optimere emnet, som dog også betyder meget for mit og målrette kommunikationen til den enkelte arbejde, der ikke er relateret til Coop. forbruger, hvordan udnytter virksomheden Big Data bedre, således at ledelsen træffer Jeg har i opgaven indsamlet data ved at de rigtige beslutninger om kampagner og gennemføre interview og udført et tilbud? eksperiment med pushbeskeder, ligesom jeg har fundet relevante artikler og rapporter 1.2.3 UNDERSØGELSESSPØRGSMÅL OG inden for emnet. OPERATIONALISERING På den baggrund har jeg valgt at arbejde med 1.2 PROBLEMET følgende undersøgelsesspørgsmål: I det følgende beskrives problemstillingen, defineres en problemformulering med 1. Hvor meget udnyttes Big Data i dag? tilhørende undersøgelsesspørgsmål samt 2. I hvor høj grad er det ledelsen, der skal afgrænses dette. træffe beslutninger om kampagner og tilbud? 1.2.1 PROBLEMSTILLING 3. Hvad ønsker den enkelte forbruger at Coop er en af de to store detailhandelskon- modtage af kampagner og tilbud? cerner i Danmark. Dansk Supermarked er den 4. Hvordan kan teknologi bruges til at øge anden store koncern, men der findes også servicen og salget? mindre danske og udenlandsk ejede kæder, som opererer på markedet. For alle gælder et De ovenstående undersøgelsesspørgsmål ønske om at åbne flere fysiske butikker, og kan nu oversættes til de praktiske forhold, det selvom markedet i forvejen er over- der skal undersøges. Disse er nærmere svømmet med butikskvadratmetre, ligesom beskrevet i afsnit 4-6 - og understøttet af e-handelskanaler skal udvikles for at give indsamlede primære og sekundære data. forbrugerne mulighed for at handle der, hvor 1.2.4 DEFINITIONER OG BEGREBER de har lyst til. Derfor skal der findes Generelt har jeg arbejdet med Big Data som løsninger, der kan tiltrække nye kunder og et begreb, der dækker over enhver form for fastholde de eksisterende.
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