Mondelez International is rolling out a global partnership with tech company ChannelSight to create an e-commerce sales offering. This includes the likes of the brands’ product pages, social media, video advertising and CRM campaigns.
After a successful pilot phase in 20 markets with over 100 retailers, the company is now rolling out the technology into additional regions and markets with brands such as Oreo cookies, Cadbury chocolate and Trident gum, said Mondelez.
Over the coming months, Mondelez International will continue to add “Buy Now” buttons to owned, earned and paid media platforms across 25 markets, linking to over 130 retailers’ websites.
Bonin Bough, chief media and e-commerce officer at Mondelez International said that as a global company, Mondelez is looking at converting all its media investments into buying opportunities for consumers by driving e-commerce transactions at key retailers’ websites.
“This partnership is a crucial step in our journey to help accelerate growth through e-commerce. By turning more of our branded content into buying opportunities for consumers, we’ll also continue to improve our return on investment and this will help fuel growth for our Power Brands,” said Bough.
ChannelSight’s Buy Flow technology will simplify the consumer buying journey by directly transferring users to Mondelez International products at key retailers’ websites. ChannelSight’s technology will help capture data and actionable insights that will provide a deeper understanding of media effectiveness, how consumers engage with brands and what drives them to a purchasing decision.
Cindy Chen, global head of e-commerce at Mondelez International added that in addition to the media monetisation aspect, this initiative will also help the company in getting more insights into consumer behaviors, preferences and motivations.
“And leveraging this intelligence in e-commerce is indispensable,” said Chen.
In addition to simplifying the path-to-purchase experience for consumers, ChannelSight’s technology also creates opportunities for retail partners by driving highly qualified traffic to their websites, triggering planned and impulse shopping transactions.