Nestlé products are cheaper in its Swiss web shop than they are in retail stores. This is Nestlé's attempt to compete with supermarkets, whose reaction has been lukewarm at best.
According to a Swiss newspaper, Nestlé offers its products cheaper on its own web shop than it does at supermarkets like Coop and Migros, both of which refuse to comment on Nestlé's competitive actions. Nevertheless, rumours state that both retailers are not satisfied with Nestlé's approach.
"Some products are cheaper on Nestlé's web shop than what I pay them as a wholesaler", Dominique Locher (CEO for Le Shop, a Migros subsidiary) said. She does put the evolution into context as she doesn't believe web shops will become direct competitors for supermarkets where customers come to buy items for an entire week.
Nestlé is not the first manufacturer that launched its own web shop, as Unilever and P&G have been experimenting with their own web shops. Beiersdorf also launched its own web shop in Germany and Great Britain for Nivea.