Beyond the pack reaching consumers using mobile phones

Beyond the pack: reaching consumers using mobile phones Vanderlei Santos, Nestlé - Kerstin Nettekoven, BT - Olivier Raynal, Carrefour Joe Horwood, GS 1 - Diane Taillard, GS 1

Brands and retailers need to innovate to be successful “Innovation is our lifeblood – new ideas and products that make consumers' lives better, build customers' sales & profits, and build P&G's market share, sales, profits, and total shareholder return” AG Lafley, CEO, Procter & Gamble © 2009 GS 1 2

Mobile is a key channel to innovate and grow A communicative device A connective

But… brands and retailers cannot use mobile in a mass way today • Too complex • Not integrated with business processes • Limited experience and success of using new media to connect with consumers • Too costly • Many platforms • Few standards • Not scalable © 2009 GS 1 4

Standards and collaboration are key success factors “Once a standard takes hold, people start to focus on the quality of what they are doing as opposed to how they are doing it ” Thomas L. Friedman, The World is Flat © 2009 GS 1 5

GS 1 Mobile. Com vision • All consumers have access to trusted product information and related services via their mobile phones. • All stakeholders use GS 1 standards to make this possible and so ensure interoperable, scalable and cost-effective applications. • In general, collaborative Mobile Commerce applications are enabled by an open infrastructure. © 2009 GS 1 6

Extended Packaging : A foundational application for mobile commerce Environment/Ethical Certified Health/Wellness Access to services/ Loyalty programs Product location Advice Detailed information/ Origin Community 7 © 2009 GS 1 7

And it is one of key digital touchpoints with consumers Home On-the-go © 2009

So mobile phones should be an integrated part of marketing mix movies online gaming

We can create new ways of engaging with Consumers Personalized Services & Content Ø Tailored and relevant messages Ø Based on consumer preferences, timing and location Ø Tailored Promotions Ø Relevant Ø Additional information Extended Packaging © 2009 GS 1 10 and services (e. g. recipes, advisor) when consumer wants Ø Influence consumer in the shopping moment

We can create new ways of engaging with Consumers Loyalty Programs Ø Mobile phones replace physical membership cards Ø Can find closest store to Store Location & Comparison buy a product Ø Can compare prices and also be alerted when close to store (using GPS) Ø Can place orders for Shopping © 2009 GS 1 11 products scanned directly from a catalog

Going beyond the pack opens for new consumer engagement Help on day to day choices Advice & Coaching Ø Certification/compliance Ø Health and wellness Ø Anti-counterfeit Ø Price comparison Ø Where to buy / find Ø Recommendations Ø Which product complement / fits Ø Best usage reminders Ø Who bought this also Community & Entertainment © 2009 GS 1 12 bought … Ø Ratings Ø Movies, stories, …

Our industry is already exploring these new ways Nestlé Japan Carrefour France Starbucks US

The evolution of proprietary tools and lack of standards make it more complex and costly I D E N T I F I C A T I O N © 2009 GS 1 M O B I L E RFID Tag 14 D E V I C E S N E T W O R K P R O V I D E R S S E R V I C E S & C O N T E N T Mobile Portals Agencies & Providers Company Portals & Services

We must act now to have open standards and infrastructure Ø Faster adoption Ø

Importance of Mobile Commerce for Carrefour For Carrefour’s Top 4 EU countries (Belgium, France, Italy & Spain) penetration rate of mobile equipment is 99, 5% on average and represent 206 million consumers. These consumer are able to : Send SMS 79% Take photos 63% Access Internet 30% Future information services from retailers could target a large scale of users : 162 million consumers with text message © 2009 GS 1 129 million consumers with barcode scanning & local data 62 million consumers with rich mobile applications 16 16

4 major uses of mobile in retail Commercial Information • Product information and services • Personalised information Mobile Commerce • Store Location • Promotions, mobile commerce websites Customer relations • Loyalty, couponing • Customer acquisition Payment • Contactless payment • Transport, parking, ticketing © 2009 GS 1 17

GS 1 Mobile. Com group Challenge How is GS 1 helping? Simple application that are relevant for consumers In-store Environment White Paper Simple integration into business Extended Packaging Pilots Get momentum with added Platform to communicate value applications with mobile industry Embedded functionality on phones and scaleability © 2009 GS 1 19 Standards