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Consumer experiences in the digital age

Digitalization is re-writing all the rules on how consumers engage with brands and how we engage with consumers. With NIVEA's globally established “N.X” strategy, the NIVEA digital team aims at leveraging today's digital transformation and exponential innovation speed for creating true value for consumers. It stands for “NEXT EXPERIENCE” – a reflection of the belief that lies at the core of N.X:

In today's world you are not selling tangible, physical products anymore – you are selling experiences.
Martin Böhm, Chief Digital Officer NIVEA

A seamless consumer experience

One main aspect of N.X is to create a seamless consumer experience along the consumer journey by making the brand visible, shoppable and lovable. Behind a second meaning of the X, which is “experimentation”, lies the continuous striving to discover innovative approaches to fully exploit NIVEA's digital potential. Other aspects that are anchored in N.X include strengthening the digital capabilities within our global workforce, e.g. through a Digital IQ program, building strong partnerships and installing new ways of working among their teams.

Watch the video and find out more about N.X and how the NIVEA digital team brings it to life:

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Catarina Neumann

About the editor: Catarina Neumann

Since 2014, Catarina has been responsible for Beiersdorf's digital corporate presence, from social media and our corporate blog to the global corporate websites. As a communications strategist with a focus on digital, she also works on lots of buzzwords such as #digitalstorytelling, #influencerrelations and the #digitalization at Beiersdorf. Prior to that, she has been responsible since 2008 for various financial, HR and scientific communications topics as well as global brands PR.