Firmenich marks the third anniversary of its flagship ALIBABA e-shop with an enhanced range of fragrance and flavor ingredients and digital customer experience.
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Offering a quadrupled selection of signature products, the pioneering Firmenich ALIBABA e-shop includes a brand-new series of flavor ingredients aimed at SMEs (small and medium-sized enterprises) in China. Marking a new digital milestone for direct customer engagement, the e-platform offers an improved payment system, one-click access to marketing kits and immediate access to customer service online.
Paul Andersson, president of Firmenich China, said, “Firmenich is advancing digitalization within the industry and focusing on improving the experience for our customers via digital touchpoints. We are well placed to remain at the leading edge of digital transformation with such a strong partner as ALIBABA. We have multiple collaborations with the ALIBABA group across much of its ecosystem and we look forward to deepening our partnership even further to serve our customers in China.”
Eric Saracchi, chief digital and information officer, said, “As a key step in our digital transformation, we were the first fragrance and flavor house to implement an e-shop with ALIBABA three years ago. Collaborating with China’s recognized digital leader allowed us to better understand Chinese consumers by leveraging TMALL data to activate sales across this robust digital platform. We now have unique know-how in building digital experiences that deliver tangible success with ALIBABA for our customers.”
Wang Hai, vice president of ALIBABA Group and general manager, China Domestic Trading Division, said, “We are proud to partner with Firmenich, a leading global fragrance and flavor house, to bring an enhanced digital purchasing experience to customers in China. Consumer behavior is driving a new wave of industrial progress. It requires the construction of a flexible digital supply chain, from upstream industrial raw materials to downstream consumer experience. The trend for C2M (consumer to manufacturer) strategies to meet branding and personalized needs is inevitable.”
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