Published on Marketing Interactive.
Nestlé Hong Kong has built and launched a unique E-Commerce platform in Hong Kong, with OMD as its media partner to bring the eShop closer to consumers. Launching the first-ever multi-category eShop by an FMCG conglomerate, Nestle Hong Kong was inspired to seize the opportunity of evolving Hong Kong consumer needs and to innovate and elevate the shopping experience for the Hong Kong market.
Nestlé Hong Kong eShop’s infrastructure was efficiently built in just 2.5 months, after when it was officially launched in mid-July 2020.
«Nestlé’s purpose is to unlock the power of food to enhance quality of life for everyone, today and for generations to come. Our mission this time is to bring good food good life direct to consumers in Hong Kong, at channels that are most convenient to their needs. With around 40 different brands under Nestlé Hong Kong’s portfolio, we are enabling consumers to have an access to quality products of multiple Nestlé brands via a convenient one-stop platform, giving them a new brand e-shopping experience,» said May Chung, General Manager of Nestlé Hong Kong.
Nestlé Hong Kong’s media partner OMD has utilized the platform’s unique features and digital marketing expertise to innovate the digital consumer journey in online shopping. Leveraging advanced Google Analytics conversion tracking and purchase analysis for the website and audience analysis, OMD can give a more in-depth review of e-shoppers’ interactions with Nestlé Hong Kong’s eShop. This level of insight supported Nestlé Hong Kong to better the consumer experience and product engagement in real-time across all Nestlé brands in Hong Kong, and serve dynamic creatives based on online browsing behaviour.
With 636 own social dynamic creative combinations and 106 dynamic standard ads available, an SEM return on advertising spend of 22.72 and 4.2k related searches has been observed for Nestlé Hong Kong in the last two weeks of July.
«This eShop marks a milestone for our journey of digital innovation. In partnership with OMD, we will leverage this platform to foster a better understanding of our consumers’ needs and preference, and to create more meaningful and sustained consumer interaction with Nestlé Hong Kong.» May added.
«Nestlé Hong Kong leads the way for multi-category brands in digital. We congratulate Nestlé Hong Kong for the success gained and we are honoured to partner with Nestlé Hong
Kong to create market-leading media work for Hong Kong» said Gary Wong, Managing Director of OMD Hong Kong.