Sciuto’s eBuiness unit in fact support the development of extraordinary experiences for all 15 brands it oversees, including still and sparkling waters, San Pellegrino fruit beverages, and tea, each with its own consumer base. So, there are plenty of experiences to be crafted, both online and off. Marketing Cloud gives Sciuto tools to create both online and in-person experiences, listen to and measure reaction to them, and connect to people across email, social and other digital channels.
Take those digital coolers. As a consumer approaches one, say in a grocery store in Maine, the cooler captures her demographic data and uses the information to display customized content and a call to action on an embedded touchscreen. “That could be a coupon to be redeemed in a store, or journeys that she can experience online,” Sciuto explained.
With so many brands and products to offer, the goal is to help the consumer engage with the ones she likes. As Sciuto put it, “Our goal is to be relevant for the consumer. We want them to feel that this is exactly what they want.”
Marketing Cloud enables Sciuto’s teams to reach consumers on a personal level by building consumer journeys that adapt to how individuals engage with content. Journey Builder and Predictive Intelligence enable personalized experiences to scale up to the millions of consumers Nestlé Waters serves. The goal is to build relationships with our consumers to improve their lives driving healthy hydration. “This is not about marketing and sales. It's about holistically managing the relationship with our consumer across brands and functions,” Sciuto said.
Tim Brown, President and CEO of Nestlé Waters, expounded on the importance of those relationships. “We want loyalty. We want people to be with us for a very long time,” he said. Like Sciuto, Brown is looking beyond broadcasting messaging to something more meaningful. “We can have individual relationships with people — not just consumers,” he said.