MANILA -- Driving demand from sari-sari stores is a "challenge" for Nestle Philippines, as it taps digital channels and big data to drive sales, a company official said Wednesday.
The maker of Nescafe, Milo and Nido spends some 20 percent of its marketing budget on digital and the amount has grown steadily in the last 3 years, said senior vice president for marketing communication and innovation Paolo Mercado.
"When do you get a sari-sari store effect with social media? That one, we are not yet there in terms of finding that column. That one is still, let's say, a challenge for us to see that effect," Mercado told ANC's Early Edition.
Owners and patrons of the Philippines' version of mom and pop stores are connected on social media, he said.
Data analytics helps Nestle "go back to basics" by studying consumer behavior based on culture, he said.
"For Nestle, in every market, the discipline is you have to know your consumer very deeply," he said.