eBUSINESS “From eCommerce to Digital Transforma4on”
What we gonna talk about?
Environment “short, I promise”
Digital & eCommerce Strategy “the Nestlé way”
Optimization of the Purchase Funnel
http://finance.yahoo.com/news/research-markets-worlds-leading-e-154500570.html
USD 74 billion
USD 11 billion
Who is leading (Revenue) eCommerce?
VS
What’s the difference?
What we gonna talk about?
Environment “short, I promise”
Digital & eCommerce Strategy “the Nestlé way”
Optimization of the Purchase Funnel
Online Share in FMCG
Accelerated growth
Why so interested?!
What’s happening in Spain in FMCG?
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
Specialists leading, ECI & Carrefour pushing
Mercadona.es
22%
Carrefour.es 15%
ElCorteIngles.es
12%
Eroski.es 6%
Hipercor.es 5%
Alcampo.es 3%
Ulabox.com 2%
Tudespensa.com
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.
ROPO also in Food&Beverage!
What we gonna talk about?
Environment “short, I promise”
Digital & eCommerce Strategy “the Nestlé way”
Optimization of the Purchase Funnel
Cultural & Organizational Change
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
Bricks&Mortar.com Pure Players Brand.com
Enfoque eCommerce
Brand Webs
eBusiness Strategy
AWARENESS
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%)
How do we connect our Digital Assets with Sales?
The simple 1:1 solution
The Multibasket Solution “Mi Carrito Nestlé”
eContent optimizad
o & avanzado, conectado
con AECOC Media
Optimizado para
“SEARCH”
Missing: Ratings&
Reviews & Syndicatio
n
CONNECT
“Nescafé Dolce Gusto”
“Cápsulas de café”
How does a Shopper search?
The optimized Product Page
How do we get everything connected?!
Nestle Databank
How do we control the eContent quality?
eRetailer Storecheck
eRetailer Storecheck
PURCHASE
Shopper Activation @ eTailers webs Micro-
site Ex.
Online Newslett
er Banners
Visibility!
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