OgilvyOne China and Tmall Nestle Pilot Innovative Big Data Program
OgilvyOne China has helped Nestle pilot a revolutionary new program nicknamed “1000 people, 1000 faces,” which uses cutting edge digital marketing technology to get to the core of the individual customer experience, strengthening brand communication and empowering e-commerce efficiency. The program utilizes Tmall’s database resources and uses a well-designed algorithm that helps to predict visitor intent when entering Nestle’s official flagship Tmall mobile store, leading them down different routes that are most likely to fill their desires.
The test works of this new individualized customer experience was launched on Nestle Tmall on February 25, 2016. Through the interpretation of tracking consumer purchase history within Tmall, OgilvyOne landed each visitor who entered the Nestle Tmall flagship store on one of three different pages: sweets, coffee or dairy products, based on analysis of their previous purchasing behavior. In initial tests, this led to an average conversion rate (or customers who went from the main page to product pages) that rose 40%. Consumer conversion rate (the final completion of customer purchases) saw a whopping 50 percent improvement. The results prove that surface-based big data design and good personalized experience can significantly promote the sales of ecommerce sites, and can become the next growth point for brands on ecommerce platforms.
Head of Nestle e-commerce development Liu Jia discusses the impacts of the personalized shopping experience: “In this age of social media, ecommerce is already changing the relationship between brands and consumers. This is where OgilvyOne help is imperative, helping Tmall Nestle to achieve a consumer-centric personalized experience that effectively stimulates the growth of actual sales. This is an ecommerce platform that can truly explore the valuable integration of brand communication and sales conversion. We hope to have the opportunity to continue our work with OgilvyOne, using their creativity and big data expertise to develop a new road for e-commerce development.
Li Yi, Chief Digital Officer for OgilvyOne China, discusses what this new personalized marketing approach means for the future of ecommerce marketing: “Data is the next big opportunity for e-commerce brand development. Big data helps CRM operate at a very precise level, and helps potential customers explore more precise. Through the right combination of consumer insight and big data algorithm, a brand can profile its target customer more accurate interest groups, and design a variety of experiences for each group. This is the real one to one personalized marketing, which leads to extraordinarily strong brand building.”