"We were delighted to claim the prize in such a strong field"

Sergey Tratsevsky, Nestle Russia

Aqua Awards 2013 Winner!! Best Website

December 17, 2013

Sergey Tratsevsky for Nestlé Waters Direct Russia

  • WE

    Sergey, you are the Country Business Manager for NWDi Russia, after ten years with Nestlé. When did you start in the bottled water industry?

  • Sergey Tratsevsky, Nestle Russia

    1997 – 16 years ago; I have been with Nestlé for the last ten years. I work at the factory facility in Domodedovo, near Moscow.

  • WE

    Nestlé has worked the food industry in Russia for 100 years – when did they join the water cooler business in Russia?

  • Sergey Tratsevsky, Nestle Russia

    Nestlé entered the HOD bottled water market in Russia ten years ago, after acquiring bottled water companies.

  • WE

    Who are the in-house team that worked on the website?

  • Sergey Tratsevsky, Nestle Russia

    International Central marketing team in Warsaw, Poland along with the local Russian marketing team, HQ in Moscow. Agata Panek – Central Marketing Team Leader, Nestle Waters Direct Europe Mikhail Bulanov – Sales & Marketing Director, NWDi Russia

  • WE

    How was working with head office on what is really a locally focussed project in a specific market?

  • Sergey Tratsevsky, Nestle Russia

    Having the central and local marketing teams working together was an excellent combination. The cross-border experience was joined with knowledge of local consumer needs. Access to both national and international input during development is an advantage for Nestlé when implementing marketing strategies.

    WHAT & WHY

  • WE

    How has the Nestlé Russia website evolved?

  • Sergey Tratsevsky, Nestle Russia

    NWDi Russia had a website from the beginning, and two years ago, we had a big upgrade. The website was re-designed and re-launched this year because after the improvements of two years ago, the Team could see ways to use technology to make their website even more accessible, even more user-friendly…things evolve in website design so quickly, and more and more consumers are using the internet to do business with us.

  • WE

    How long did the website update take?

  • Sergey Tratsevsky, Nestle Russia

    Pretty quickly after the updated website design was launched two years ago, we set out to implement some even better things we could do to perfect the website. We made a plan, and over time, this new website was finalised. But really, Websites are never finished, and are constantly changing, so our Marketing Team sees it as a project where we aim for excellence and implement improvements continuously.

  • WE

    There are direct sales from website to the consumer, yes?

  • Sergey Tratsevsky, Nestle Russia

    The end user can buy everything online…water coolers, water HOD size, small-pack, coffee, office refreshment equipment, coffee cups. We have a gradually growing percentage of people and companies who use the website for ordering. It seems an organic growth, and interestingly, we did not see a particularly large spike of website use after re-designing it, just a continual increase in people who use the internet for commerce.

  • WE

    How is your new, award-winning website design helpful to others in the Watercooler Industry?

  • Sergey Tratsevsky, Nestle Russia

    Of course, I think there are many excellent features on our website, but perhaps the most important thing for other companies to consider is, “Simplicity for the user, ease of moving around the website, ordering online with no hassle. Making your website more user–friendly doesn’t involve a lot of investment – just a focus on making it simple.”

    WHERE & WHEN

  • WE

    We were both at the WE Conference and Trade Show in Berlin October of this year. And we both attended the Gala Dinner and saw the Aqua Awards. The support that Nestle continues to show for Watercoolers Europe (WE) is significant and appreciated. Did your contingent enjoy the evening, and winning at the Aqua Awards?

  • Sergey Tratsevsky, Nestle Russia

    We were delighted to claim the prize in such a strong field - there were a number of strong submissions from other competitors. It was a big honour to win the award – we were competing against many other European companies from several countries.

  • WE

    In Budapest, October 2014, what quality submission can we expect from Nestlé Waters Direct Russia?

  • Sergey Tratsevsky, Nestle Russia

    We are still considering this. And there is certain level of probability that next year our Aqua Award entry will be in the category Corporate Social Responsibility.

The link to this award winning website is:
http://www.nestle-purelife.ru/

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