Nestlé - Generation of cross-selling

Tuesday 19 January 2010

Nestlé - Nestlé Professional Savings Programme

Nestlé has launched a programme for chefs to boost the sales of Maggi broth and stock products, and to generate cross-selling. The secondary objectives of the programme are to create loyalty and to build up an up-to-date customer database.

A custom-made solution ensures that the orders made by the chefs are automatically processed in Nestlé's order system and that they go to the correct wholesaler. Following approval by the regional manager, the relevant chef will receive points on his or her loyalty account. These points can be exchanged for incentives.

Nestlé uses the programme to build up a database of customer profiles and the company gains an insight into its customers' order behaviour. The current database allows chefs to be approached personally or as part of a segment with product launches, news and (point) campaigns.