{"id":52375,"date":"2021-11-18T13:49:05","date_gmt":"2021-11-18T13:49:05","guid":{"rendered":"https:\/\/www.retaildetail.be\/food\/nestle-veut-presque-doubler-ses-ventes-en-ligne-dici-a-2025\/"},"modified":"2021-11-18T13:49:05","modified_gmt":"2021-11-18T13:49:05","slug":"nestle-veut-presque-doubler-ses-ventes-en-ligne-dici-a-2025","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/food\/nestle-veut-presque-doubler-ses-ventes-en-ligne-dici-a-2025\/","title":{"rendered":"Nestl\u00e9 veut presque doubler ses ventes en ligne d&#039;ici \u00e0 2025"},"content":{"rendered":"<p>Le g\u00e9ant suisse de l\u2019agroalimentaire <strong>Nestl\u00e9<\/strong> entend presque doubler ses revenus du commerce \u00e9lectronique d\u2019ici \u00e0 2025, qui repr\u00e9senteront alors 25 % du chiffre d\u2019affaires total, en renfor\u00e7ant ses investissements dans le marketing et la technologie.<\/p>\n<p><!--break--><\/p>\n<p>\u00a0<\/p>\n<h2>Vente directe aux consommateurs<\/h2>\n<p>Nestl\u00e9 veut stimuler les ventes en ligne principalement gr\u00e2ce \u00e0 ses propres canaux en ligne, rapporte Reuters. Le groupe s&rsquo;appuie ainsi sur le succ\u00e8s des capsules de caf\u00e9 <strong>Nespresso<\/strong> et des aliments pour animaux <strong>Purina<\/strong>, qui sont de plus en plus vendus <a href=\"https:\/\/www.reuters.com\/business\/retail-consumer\/nestle-aims-generate-quarter-total-sales-e-commerce-by-2025-2021-11-17\/\" target=\"_blank\" rel=\"noopener\">directement aux consommateurs<\/a> par l&rsquo;interm\u00e9diaire de ses boutiques en ligne.<\/p>\n<p>\u00a0<\/p>\n<p>\u00ab\u00a0Nous pr\u00e9voyons de faire passer les ventes en ligne d&rsquo;environ 13 % en 2020 \u00e0 25 % en 2025\u00a0\u00bb, a d\u00e9clar\u00e9 Bernard Meunier, responsable des unit\u00e9s commerciales strat\u00e9giques, du marketing et des ventes de Nestl\u00e9. \u00c0 cette fin, l&rsquo;entreprise augmentera consid\u00e9rablement ses investissements dans le marketing num\u00e9rique. Si le montant de l&rsquo;investissement n\u2019a pas \u00e9t\u00e9 r\u00e9v\u00e9l\u00e9, Nestl\u00e9 a soulign\u00e9 \u00eatre en mesure de couvrir les co\u00fbts avec ses propres ressources et \u00e9conomies.<\/p>\n<p>\u00a0<\/p>\n<p>L&rsquo;ann\u00e9e derni\u00e8re, de g\u00e9ant de l\u2019agroalimentaire a r\u00e9alis\u00e9 un chiffre d&rsquo;affaires total \u00e9quivalent \u00e0 80,2 millions d&rsquo;euros. Au cours des neuf premiers mois de 2021, la part du commerce \u00e9lectronique dans le chiffre d\u2019affaires mondial est pass\u00e9e \u00e0 14,1 %, contre 12,8 % l\u2019ann\u00e9e pr\u00e9c\u00e9dente.<\/p>\n<p>\u00a0<\/p>\n<h2>Collecte des donn\u00e9es<\/h2>\n<p>Si les grandes entreprises (alimentaires) essaient de vendre leurs produits directement aux consommateurs, c\u2019est notamment pour recueillir des donn\u00e9es sur leurs habitudes d&rsquo;achat. <strong>Apple<\/strong> et <strong>Google<\/strong> ayant d\u00e9j\u00e0 pris des mesures pour que les annonceurs ne puissent pas suivre les donn\u00e9es des utilisateurs sans leur consentement, les entreprises cherchent d&rsquo;autres moyens d&rsquo;obtenir des donn\u00e9es.<\/p>\n<p>\u00a0<\/p>\n<p>Nestl\u00e9 a d\u00e9clar\u00e9 que son investissement fournirait 400 millions de points de donn\u00e9es \u00ab\u00a0first party\u00a0\u00bb, c&rsquo;est-\u00e0-dire des informations recueillies directement aupr\u00e8s des consommateurs. En analysant ces donn\u00e9es, l&rsquo;entreprise peut optimiser la gestion de ses stocks et lancer des actions cibl\u00e9es pour stimuler les ventes.<\/p>\n<p>\u00a0<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Le g\u00e9ant suisse de l\u2019agroalimentaire Nestl\u00e9 entend presque doubler ses revenus du commerce \u00e9lectronique d\u2019ici \u00e0 2025, qui repr\u00e9senteront alors 25 % du chiffre d\u2019affaires total, en renfor\u00e7ant ses investissements dans le marketing et la technologie. \u00a0 Vente directe aux consommateurs Nestl\u00e9 veut stimuler les ventes en ligne principalement gr\u00e2ce \u00e0 ses propres canaux en [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":52372,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[24],"tags":[],"people":[],"extra":[],"company":[],"topic":[],"region":[],"class_list":["post-52375","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-food"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Nestl\u00e9 veut presque doubler ses ventes en ligne d&#039;ici \u00e0 2025 - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Le g\u00e9ant suisse de l\u2019agroalimentaire entend presque doubler ses revenus g\u00e9n\u00e9r\u00e9s par le commerce \u00e9lectronique d\u2019ici \u00e0 2025, qui repr\u00e9senteront alors 25 % 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