Mondelez International, the reincarnated spin-off of Kraft Foods, is a
pro at creative ideas and execution. Its Oreo brand became a social
media sensation during its centennial Daily Twist campaign.
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While the company sits strong with eight billion-dollar brands
including Cadbury, Milka, and Oreo, it faces pressure from a changing
retail environment. Shoppers are migrating online and leaving behind the
supermarket center aisles that have traditionally been the backbone of
consumer packaged goods (CPG) sales.
Mondelez is prioritizing ecommerce, announcing a goal to hit $1 billion in direct ecommerce sales by 2020. That’s a 10x increase over its current $100 million annual online sales but only 3 percent of the company’s annual sales.--
In the same way you’d impulse-buy a candy bar while waiting in the supermarket checkout line, Mondelez would like you to impulse-buy snack food while hanging out on digital channels.
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It also announced a partnership with ChannelSight to place Buy buttons across web, social, video, CRM, and other digital touchpoints to connect to more than 130 retailer websites.
http://venturebeat.com/2016/02/02/mondelez-hopes-to-twist-social-success-into-e-commerce-success/
http://channelsight.com/
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