New technology delivers real time 1-to-1 consumer journeys
Nestlé Waters North America is the leading U.S. provider of bottled waters offering consumers many choices for healthy hydration. The new Consumer Engagement Center will empower Nestlé Waters’ employees and partners to deepen their relationships with consumers across all digital channels, foster community and deliver more personalized experiences. It offers a real-time view of the consumer journey with well-known bottled water products such as S. Pellegrino®, Poland Spring® and Nestlé Pure Life® brands.
“Every conversation about beverages on a social platform represents an opportunity for us to engage with our consumers,” said Antonio Sciuto, Chief Marketing Officer, Nestlé Waters North America. “We are moving beyond building databases to cultivating communities by delivering personalized content based on the specific needs of our consumers to deepen their engagement and advocacy.”
“Smart companies like Nestlé Waters North America understand that effective marketing is moving from batch and blast campaigns to intelligent customer journeys,” said Stephanie Buscemi, EVP, Product and Solutions Marketing, Salesforce. “The Salesforce Customer Success Platform provides Nestlé with a transformative way to holistically manage the customer experience and connect the dots across sales, service, community and marketing.”
Using the power of Salesforce Marketing Cloud, Nestlé Waters North America will leverage its new digital center to understand thousands of brand and topical conversations per month. Doing so will allow the company to participate in social conversations with its communities and provide branded content most relevant to its consumers, leading to deeper, more lasting relationships.
“For us, digital marketing is no longer simply about reach and frequency. Marketing is evolving into personalized consumer experiences, and our mission in this new reality is to better understand consumer needs, behaviors and trends so we can delight them on every single occasion. We use analytics and modeling to find other people with similar interests. We want to invite them into the conversation and continuously improve our marketing effectiveness,” continued Sciuto.
“Digital command centers are intelligent nerve centers that let brands quickly track digital moments and respond appropriately … For an increasing number of CMOs, such a center delivers actionable insights to improve market research, better support customers, and drive
sales,” wrote analyst Clement Teo.
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About Nestlé Waters North America
Nestlé Waters North America provides people with an unrivaled portfolio of bottled waters for healthy hydration. Brands such as Nestlé® Pure Life®, Poland Spring®, Perrier® and SanPellegrino® have driven Nestlé Waters North America to be the third largest non-alcoholic beverage company by volume in the U.S. Based in Stamford, Connecticut with 7,500 employees, Nestlé Waters is committed to reducing its environmental footprint across operations. As a natural resource company, Nestlé Waters sustainably manages about 40 spring sites, as well as nearly 14,000 acres of watershed as open space. The company is also committed to creating shared value and being a good neighbor in the 140 communities where it operates in the U.S.
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"How Nestlé Is Cozying Up to Salesforce With New Digital Lab" - Advertising Age, July 28, 2016
"How Nestlé Plans to Speed Up Its Marketing by Setting Up Shop In Salesforce's New York Office" - Adweek, July 28, 2016
"Nestlé Waters launches a digital command center to collect data and market faster" - Digiday, July 28, 2016Media Relations:
Nestlé Waters North America