The challenge
Nestlé needed to improve their online presence in the coffee category in Portugal to reclaim their position in search rankings.
Although Nestlé’s coffee business has been one of its strongest and most consistently profitable segments over the past decade, several challenges and strategic shifts have occurred recently. They include other single-serve competitors taking some of Nestlé’s market share, and, like other companies, supply chain issues and coffee bean price increases. Compounding these issues in Portugal were competitors climbing up the search rankings in a category Nestlé typically dominates.
The solution
Nestlé used the NIQ for Digital Commerce platform’s PDP to use the PDP (product detail page) health metric KPI to identify where content needed to be added or optimized.
The analysis revealed that only 26% of Nestlé coffee products at the retailer Continente had complete ingredients sections in their PDPs. Their main competitor had complete ingredients listed for over 90% of their products.
Since the platform tracks product data on every single product at all retailers—including competitors—it was possible to compare the content of Nestlé products to everything else in the category.
How Nestlé worked with NIQ for
Digital Commerce
Nestlé downloaded a list of all SKUs from the PDP health check KPI. They then filtered out the SKUs for which ingredients were missing. From here it was simply a matter of adding the missing ingredients to their single source of truth—the NIQ platform—which was then pushed out to the retailer.
The results
The percentage of Nestlé coffee products that included ingredients went from 27 to 76% within two weeks.
Almost immediately, this boosted search results for these
products by 10%.
“Using the PDP Health Check KPI was a game-changer for us. It not only improved our product listings but also enhanced customer trust and satisfaction. Ingredients are one of the most crucial attributes of a product detail page, and research shows that over 50% of shoppers abandon content pages that are incomplete.”
Gonçalo Figueiredo De Barros
Ecommerce NiM at Nestlé
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