For businesses and consumers, it has become quite clear that e-commerce is not only a channel but an entirely new business model. In fact, the phenomenon has gained traction to the point that 60% of purchases in said categories are triggered by an online touch point. Danone online sales will reach 1B€ in 2018, growing more than 50% vs last year.
Our ambition is very clear: to double the e-business size and reach 2B€ online sales by 2020. For that purpose, we have solid fundamentals and the right organization already in place in most of our markets. But a rapidly growing channel requires a deep transformation as far as organizations and their mindset are concerned, in order to capitalize on our teams’ capabilities.
This e-business transformation is based on three main pillars:
- Invest in capabilities across all countries, by strengthening local capabilities through customized programs,
- Master data, by creating data tools to monitor e-business performance efficiently,
- Create the right organizations, by building eBusiness multi-functional teams to master from supply chain to sales & digital media.