Earlier this year at a Barclay's conference, Mondelēz’s chief growth officer Mark Clouse said that the company has a huge growth opportunity to grow through eCommerce.
By 2020, the company (which owns brands like Oreo, Ritz and Trident) plans to increase its online sales tenfold. That's a jump from $100 million to $1 billion annually.
The company's head of global innovation and startups, Niall O'Gorman, is part of the team that's making this big eCommerce goal happen.
O'Gorman told Digiday: “We’re trying to recreate the whole idea of the ‘hot zone’ online, that moment where you’re at checkout and you’ve got a wall of candies and cookies in front of you. Our job, and challenge, is figuring out how to address that online, where there’s not one linear path to checkout.”
According to O'Gorman, Mondelēz has a two-part strategy to make this happen. First, the company will need to understand and master the buying behavior of online grocery shoppers. Then, the company will need to find a creative online-only incentives to entice shoppers to purchase more.Add a Comment | Back to Top
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