Cómo Optimizar Funnels de Venta

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