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