Nestlé reformulates its commercial strategy in the coffee sector

Nestlé is transforming its business model by detecting two changes: the preference for online shopping and the low consumption of instant coffee by young people.

Luis Macín, vice president of e-commerce at Nestlé Mexico, says that the company already has three virtual trading platforms and is developing two others, with the aim of selling directly to the customer.

Regarding the possibility for Chile to acquire Macin ensures that these models are likely, but that we must take into account that the penetration of the Internet affects all countries differently . "It goes in the banking sector, the use of mobile and the way you generate more trade, but Chile will arrive sooner or later."

Nescafe and the Millennials

On the other hand, the company sees an instant coffee crisis or powdered), young people transforming the habit of drinking coffee into a lived experience also in Chile with the proliferation of coffee shops like Starbucks, for example.

That's one of the reasons why Nestle spent $ 7.1 billion selling Starbucks products outside of the chain's cafes and for that brand to be present in the coffee system in Nestlé capsules.

"We have a very serious problem: the new generations do not consume soluble coffee, and one of the most important brands of the company is Nescafe.The consumer prefers to drink coffee outside the house ", explains Macín.

This poses a problem to the brand Nescafé, warned the manager. "This forces us to change the economic model again and look for another growth vector."