Nestlé aims for ease of use across all buying journeys

Mukta Lad

After acquiring Gerber, Nestlé rolled out e-commerce operations for the baby food brand with a combination of content and B2B functionality to cater to both consumers and businesses.

FMCG major Nestlé acquired Gerber, a brand that specialises in baby food, and child nutrition tips and advice, in 2007. However, the company took another 13 years before it rolled out an e-commerce site for their offerings. 

Minna Rhee, president and managing director of the BORN Group (the agency that works with Nestlé Gerber), and Víctor Clar, e-commerce head of product at Nestlé Gerber, discussed the thinking behind the site at the virtual Adobe Summit 2021. They also offered some pointers for B2C brands in the e-commerce space.

Why Nestlé Gerber entered digital

Clar explained why Nestlé Gerber was motivated to embark on its digital e-commerce journey.

As Nestlé began...

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