Perrier follows consumer journey through mobile touch points with connected coolers
During the "Customer Understanding" session, the executive walked attendees through the company's idea of having Perrier branded coolers in stores that use beacons to alert nearby mobile users to come in for free Wi-Fi. Interested consumers can connect to the high-tech cooler, which then gives Nestle Waters a bevy of information about the individual and allows it to retarget them later.
"Basically the journey is to move from unknown consumer, to known to collective to consumer," said
Antonio Sciuto, executive vice president, chief marketing officer and ebusiness leader at Nestlé Waters. "At the end it is all about the customer experience and being relevant to them.
"We really listen to our consumer, but the difference here is that we do not do any leveraging from other agencies," he said. "We do it in house, across all the different brands.
"Everything needs to be relevant across the customer journey."
Perfecting Perrier
A consumer that interacts with Perrier?s connected coolers gives the marketer a view into his or her demographic and individual information. Nestle Waters can then retarget him or her on his or her device later through social media platforms such as Facebook.
If the individual clicks on the ad on Facebook, the link will bring him or her to a dedicated page for the campaign and from there, can gain even greater insights to retarget later through other platforms such as relevant online publications. The next phase of advertisement will be even more highly targeted and include a direct link to purchase from Amazon or Ready Refresh.
The connected cooler is a prime example of engaging with the user through the various touch points of the consumer journey. Brands need to be relevant and useful to a consumer.
Consumer relationships
Nestle Waters? goal is to create a better and stronger relationship with the consumer, and as a consumer packaged goods brand that can be difficult as it lacks that retail connection. But the marketer is leveraging new tech and digital innovations to ensure a direct connection with its buyer.
It is important for marketers to not focus on specific silos, but create a cohesive business plan through the use of data. Nestle Waters originally had data spread throughout different silos, which made marketing to the connected consumers difficult in today?s omnichannel industry.
Consumers do not know or care how they interact with a brand, but only know that they are interacting. It is important that marketers create a consistent and cohesive brand message across these various platforms.
"We want to everything to get a better understanding of our consumer and nurture the relationship," Mr. said. "You can not implement this kind of change if you have silos in your organization.
"So it is not about marketing, it is not about sales," he said. "It is about making a business decision that will support the digital relationship across all of your brand."