Why Data-Driven Nestlé Japan Focuses on "Product Data" - Lazuli Executive Salon Vol. 1 Event Report

Why Is “Product Data” Necessary for Data-Driven Management?

First, Mr. Shimagawa of Nestlé Japan gave a lecture on the Nestlé Group’s purpose and Nestlé Japan’s digital strategy tied to it.

In the first part of the lecture, he explained in concrete terms—while drawing on Nestlé Japan’s actual initiatives—how to respond to market changes, the future role of digital, product definition aimed at optimizing the customer experience, and the strategies, organizational structure, and data collection needed to support it. This session gave participants an opportunity to think about their own situations and readily apply the ideas in practice, and to reaffirm the importance of product data in realizing data-driven management.

Participant Exchange of Views: Focusing on Improving Customer Experience and Using Data

In the second part of the event, a discussion was held among Mr. Shimagawa, Mr. Okutani, and the participants, and based on the insights gained in the first part, they shared their own initiatives and the challenges they face. In particular, many common issues emerged regarding the use of data to improve customer experience, and there was a strong sense of resonance among the participants.

During the discussion, many participants spoke about how difficult it is to implement measures that deepen customer engagement. A wide range of topics were discussed regarding practical execution, including system selection, relationships with vendors and agencies, negotiations with internal departments, areas where in-house development is necessary, and the level of granularity for data collection. Regarding systems, solutions to issues such as scattered product data and missing digital data to begin with were also raised.

Among these, the points that drew particularly strong agreement were the view that "a product should be treated not merely as an item, but as an experience," and the importance of the "value of connecting with customers." At the action level, the need for customer IDs and first-party data for the purpose of understanding customers, as well as the importance of a product master that contains all the information customers need, were once again highlighted.

These perspectives were emphasized as important points that the participating companies should incorporate into improving their own business models and customer touchpoints. Through this session, participants deepened their understanding of optimizing customer experience through a data-driven approach, and had an opportunity to gain concrete ideas and inspiration for applying it within their own organizations.

Reactions to and Outlook for Lazuli Executive Salon

The inaugural "Lazuli Executive Salon" was a valuable opportunity for many companies engaged in manufacturing and retail to gain insights into deeply understanding customers, and into data utilization and organizational building for that purpose. Through this event, participants were able to deeply examine the knowledge and case studies presented according to their own circumstances, and gain hints for putting them into practice.

Participants offered positive feedback such as, "I newly recognized the importance of centralizing various data scattered within the company, including product data," and "I realized that improving the quality of the product master contributes not only to strengthening customer engagement but also to social contribution." Going forward, "Lazuli Executive Salon" will continue to be held as a forum for providing solutions to the challenges participating companies face and for sharing the latest information and trends.