nestle alumni
TRANSCRIPT
MULTICHANNEL FOCUS: THE CUSTOMER
Catherine Berière
8th of November
RAPIDLY CHANGING
ENVIRONMENT
VUCA, THE NEW REALITY
DIGITAL IS CHANGING THE WORLD
The wearable devices market will grow from $1.4 billion this year to
$19 BILLION BY 2018
Reviews & word of mouth are increasing their
influence on consumer trust
top global brands are digital at the core
Move sequentially between Screens and devices to
complete a task
are more likely to recommend a brand that
offers a simpler experience
Amazon and eBay are the only
pure retailers on the list of the
3.5 X more than radio/TV ads
4 out of 5
98% OF CONSUMERS
80% OF CONSUMERS
TOP 100 BRANDS
Source: :Accenture
‘GENERATING MASSIVE AMOUNTS OF DATA’
DIGITAL REALITIES WE CAN’T ESCAPE
Delight and disdain will be broadcast
Switching is easier than ever
The funnel is not linear nor circular.
Lines are blurring between
marketing, commerce and service.
Media, devices and platforms contnue to be democratized.
Pace of technology and device innovation is unprececented
New digital competitors are reimagining services
New partnerships and new ecosystems being formed
EMPOWERED CUSTOMERS ENGAGEMENT ON THEIR TERMS
PLATFORMS AND DEVICES CHANGE THE PLAYING FIELD
THERE IS A NEW FACE OF COMPETITION
Source: : Accenture
New ways to choose, order, pay…
and customize!
On - The - Go
Imodium research, n = 2,038, 2015 UK
8 minutes
14 minutes
Channels….
FROM TO
Where
Start ?
TO
START WITH YOUR TARGET
They are
Right
ALWAYS
LISTENING
BUT CAUTION :DATA
INSIGHT
IS NOT
Coffee systems 2006
Source: GfK and Wikipedia
Coffee systems 2016
Source: Nestlé website
The new reality
Sources: IMF, Cabinet Office, Statistics Bureau, Ministry of Internal Affairs and Communication
The new reality
Price polarization in FMCG
3 steps to success
Customer data, research and insight
Internal & external
All channel data and observations
Results…and what’s next?
->> SK,UK…
3 Key take aways
1) NEW REALITY = CHANGE IN CONSUMER PROBLEMS
2) INNOVATION BEYOND PRODUCTS TO SOLVE THESE
3) STORYTELL VISUALLY ACROSS CHANNELS CONSISTENTLY
Q&A?