Nestlé leverages data to deliver real-time experience and maximize customer engagement
Nestlé’s CRM team wanted to improve its understanding of consumer needs and deliver targeted messages through the appropriate channels. With 13 different brands under its umbrella, Nestlé aimed to create a comprehensive consumer profile by aggregating user data. The goal was to personalize content for each user and build stronger target groups to enhance engagement across all digital channels.
Nestlé Purina: A Leader in Pet Care
As a global leader in the food and beverage industry with over 270,000 employees and a presence in 186 countries, Nestlé is known for its innovation and investments in research and development. Ralston Purina, their pet food division, operates in three continents and is guided by the belief that pets and people are better together.
Nestlé Purina Pet Care is one of the largest pet food companies in the world with revenue of $16.4 billion in 2021.
Purina’s team set out to focus on data collection and website personalization to improve engagement metrics. With the help of NextUser, Purina was able to:
Connect with new visitors by using their location to display local information, such as nearby groomers and weather-based content.
Create user profiles by recognizing identified visitors to gather insights and personalize the user experience.
Personalize the website by displaying content recommendations based on the user’s history, tags, popularity, and type of pet. This resulted in an increased session duration of 32%.
Foster loyalty by leveraging previously browsed content to personalize the landing page for returning visitors, which led to a 10% increase in brand affinity.