The multinational food conglomerate Nestlé is doubling down that Ecommerce will be a major source of its sales by 2025. Targeting that online sales will make up 25% of all sales by that year, the company is making significant investments in the digital marketing space. The proof is in the pudding too as Nestlé intends to increase the amount of money spent on digital marketing from 47% of the marketing budget to 70% in four years. Those investments intend to be spent on content, search, and customer feedback. Data acquisition is a big part of this initiative as Nestlé hopes to leverage information about their customers and turn it into sophisticated data science models that highlight purchase behavior and product selection. It's clear the company knows that investments made in this space has a bit of a flywheel effect: Acquire customers successfully online, capture their data, learn from their behaviors, build products and experiences that serve those customers and behaviors, and do it all over again. In order to get that off the ground though, investments must be made and that's just what they're doing.
Source:
https://www.reuters.com/business/retail-consumer/nestle-aims-generate-quarter-total-sales-e-commerce-by-2025-2021-11-17/
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