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...