Savvy CPG companies are taking back marketing engagement with D2C methods that supply valuable data insights and enable more meaningful connections with consumers. These insights also further inform their customer journey, helping them to better understand consumers–what they like, their interests, and how they use the product. And with that knowledge, CPG businesses can create personalized shopping experiences anytime, anywhere.
In the eMarketer guide, Grocery Digital Marketing: Using Ecommerce to Shape Brand Messaging personalization is underscored: “Selling mass-market products to targeted audiences is not easy, but it’s a critical tactic to master. Consumers expect personalized messages and offers, and brands that can deliver this will have a huge advantage.”
For Nestle, addressing the pain points of parents helped foster a long-term customer relationship. Nestle BabyNes, a connected machine with pods that delivers hygienic, lump-free formula, and a happy bottle-feeding experience for babies, provides a service parents often need. A companion app helps track serving size and frequency, and tells you when pods are running low.
In a recent presentation, Forrester’s Michelle Beeson shared her insight on the brand’s digital transformation. She noted that BabyNes is now “a service that connects the customer not just at the point of purchase and fulfillment, and the specific product, but it’s actually connecting the brand and the services throughout the customer life cycle.”
Nestle isn’t just thinking about selling their product. They’re thinking about customer needs and how to provide the best experience possible anytime, anywhere. By creating superior experiences through direct-to-consumer selling, Nestle shows us that brands thrive when they connect with consumers more personally.
Learn more about D2C for CPG businesses. Watch, now on demand eMarketer Live Analyst Webinar, CPG Insights—The Market Drivers You Need to Know for 2019.