Presentación a cargo de la eCommerce Manager de Neste, Verena Exenberger, en el Conversion Thursday Barcelona. Después de una introducción de la situación del ecommerce y el sector de la alimentación, Verena nos explica cómo esta marca de gran consumo despliega su estrategia digital para potenciar su eCommerce.

1. eBUSINESS
“From
eCommerce
to
Digital
Transforma4on”

2. What we gonna talk about?
Environment
“short, I promise”
Digital & eCommerce Strategy
“the Nestlé way”
Optimization of the
Purchase Funnel

3. http://finance.yahoo.com/news/research-markets-worlds-leading-e-154500570.html
USD 74 billion
USD 11 billion
Who is leading (Revenue) eCommerce?

4. VS
What’s the difference?

5. What we gonna talk about?
Environment
“short, I promise”
Digital & eCommerce Strategy
“the Nestlé way”
Optimization of the
Purchase Funnel

6. Online Share in FMCG

7. Accelerated growth
Why so
interested?!

8. What’s happening in Spain in FMCG?

9. Digitalization in Spain “1 step ahead”
3x higher
spending / order
in FMCG
compared to
offline
5x more loyal to
the eTailer
compared to offline
49% of Spanish
people already would
by Food&Beverage
online

10. Specialists leading, ECI & Carrefour pushing
Mercadona.e
s
22%
Carrefour.es
15%
ElCorteIngles.e
s
12%
Eroski.es
6%
Hipercor.es
5%
Alcampo.es
3%
Ulabox.com
2%
Tudespensa.co
m
1%
Webs de
tiendas
especializadas
12%
Webs de
productores
4%
Otras webs
16%
Cuota Online - FMCG
2014
*Estimación de cuota de Nestlé en función de la encuesta de 2013 y las evoluciones
2014.

11. ROPO also in Food&Beverage!

12. What we gonna talk about?
Environment
“short, I promise”
Digital & eCommerce Strategy
“the Nestlé way”
Optimization of the
Purchase Funnel

13. Cultural & Organizational Change

14. Organize for Success in Spain
Corporate Sales
Director
B&M Customer
Lead
eCommerce
Strategy
Digital & Content
Specialist
eCommerce Sales
Dev.
Digital
servic
es
Digital
cham
ps
DAT &
Social
KAMS
Online
Trade
CRM
&
Media

15. Bricks&Mortar.com Pure Players Brand.com
Enfoque eCommerce
Brand Webs

16. eBusiness Strategy

17. AWARENESS

18. Our Digital Assets – connect them with Sales!
Visitas
Nestlé
2014:
+27,6
millones
(+10%)
Descargas
Apps
2013:
850.000
(+80%)
Videos
Vistos
2014:
19
millones
(+46%)
Total
Fans
Nestlé
2014:
4,6
millones
(+88%)

19. How do we connect our Digital Assets with Sales?

20. The simple 1:1 solution

21. The Multibasket Solution “Mi Carrito Nestlé”

23. eContent
optimizad
o &
avanzado,
conectado
con
AECOC
Media
Optimizad
o para
“SEARCH
”
Missing:
Ratings&
Reviews &
Syndicatio
n

25. CONNECT

26. “Nescafé Dolce
Gusto”
“Cápsulas de
café”
How does a Shopper search?

27. The optimized Product Page

28. How do we get everything connected?!
Nestle Databank

29. How do we control the eContent quality?

30. eRetailer Storecheck

31. eRetailer Storecheck

32. PURCHASE

33. Shopper Activation @ eTailers webs
Micro-
site
Ex.
Online
Newslett
er
Banners

34. Visibility!

35. Estrategia Digital & eCommerce Nestlé
Create Traffic to our Products through
Search & Digital Assets & Buy Now
Connection !
Activate the Shopper with Visibility &
Promotional planing!
Connect through eContent optimized
for eCommerce & check with Clavis!
Loyalty Programs like
Subscribe&Save, Ratings&Reviews