Nestlé drives digital innovation with Silicon Valley outpost
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Nestlé drives digital innovation with Silicon Valley outpost
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Nestlé has set up an innovation outpost in Silicon Valley, California to help
deepen relationships with consumers online and in social media.
The aim is to enhance existing partnerships with the world's largest technology
corporations while looking for pioneers among the thousands of small technology
startups that Nestlé can work with.
In the fast growing area of digital engagement Nestlé wants to use the
innovation outpost to build on the progress made in recent years to better
understand consumers' needs and respond to them more quickly.
It will also help brands manage their growing fan bases - on Facebook alone,
Nestlé pages have more than 180 million fans, and publish more than 1,500 pieces
of content a day.
Consumer benefits
"The pace of innovation taking place in Silicon Valley is really impressive,"
said Patrice Bula, Nestlé's Head of Marketing. "Organisations there are shaping
the future of consumer communication.
"We have an enormous amount of nutrition knowledge and expertise within our
company. We are determined leverage this through digital technology and online
content, in meaningful and engaging ways for our consumers," he continued.
"Building a stronger network in the region will allow us to move faster in our
efforts to combine new technology with opportunities to bring our consumers
greater benefits."
Strategic partnerships
Nestlé already has a strategic partnership with Facebook and Google, and is
establishing close links with Twitter.
It has also created Digital Acceleration Teams at its headquarters in
Switzerland - and in various markets worldwide including China, India and Italy
- to help develop its relationships with consumers online.
And many of the company's brands have been embracing new technology.
In September, a surprise partnership with Google saw the technology company name
the latest version of its Android mobile operating system 'Android KitKat',
after Nestlé's famous confectionery.
Earlier this year, Nestlé acquired its first-ever online content property, when
its Purina Petcare business bought Petfinder, the world's largest and oldest
website for pet adoption.
In February, Nestlé launched a digital initiative to give consumers instant
access to information about its products' nutritional profile, and environmental
and social impacts, simply by scanning them with a smartphone.
Read more stories about digital innovation at Nestlé
New acquisition furthers Nestlé's ambition to leverage digital technology and
online content to enhance consumers' lives
http://www.nestle.com/Media/NewsAndFeatures/Purina-PetCare-and-Petfinder
Nestlé empowers consumers with new digital labelling scheme
http://www.nestle.com/media/newsandfeatures/global-qr-codes
Google and Nestlé announce Android KitKat
http://www.nestle.com/Media/NewsAndFeatures/Google-Nestle-announce-Android-
KitKat
Media enquiries
Tel: +41 21 924 2200
Email: Nestlé Corporate Media Relations
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Source: Nestlé S.A. via Thomson Reuters ONE
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Datum: 06.11.2013 - 10:10 Uhr
Sprache: Deutsch
News-ID 313244
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