Already partnered with Facebook and Google, Nestlé creates its own U.S. innovation outpost to strengthen its consumer relationships via social media.
November 12, 2013
by Canadian Packaging Staff
What better place to deepen a company’s relationship with consumers via social media than in Silicon Valley?
Nestlé has set-up what it calls an “innovation outpost” in Silicon Valley, CA, to enhance existing partnerships with the world’s largest technology corporations while looking for pioneers among the thousands of small technology startups that the food giant can partner with.
The plan is for Nestlé to use the new center to continue building on ways to better understand consumers’ needs and respond to them more quickly.
Already partnered with Facebook and Google—and buddying up to Twitter currently in the works—the innovation outpost is also keyed on helping its brands manage their followers, noting that its Facebook pages have over 180 million followers and publishes over 1,500 pieces of content daily.
The on-line relationship concept is not new to Nestlé. It already has what it calls Digital Acceleration Teams at its Swiss headquarters, and similar innovative groups working around the world, including Italy, China and India.
Nestlé commissioned Studioworks to create a high-tech work space in its headquarters in Vevey, Switzerland for a 15-person team (see photo above). The Digital Acceleration Team room has: large-format video screens, plus each member of the DAT has two high technology workstations and the office is also equipped with a multi-media studio for video production.