Oreo is dipping its toe into ecommerce as the popular cookie brand opens its first branded ecommerce site (gifts.oreo.com) to sell holiday-themed Oreo cookies directly to the gift shoppers. Unlike other ecommerce site, however, this Oreo Gifts site offers an interesting feature where the gift buyer can simply put in the email address or mobile number of the recipient without filling out the address. The recipient will receive a notification via text or email with instruction on how to claim their gifts.
Why Brands Should Care
Oreo is not the only popular snack brand to venture into ecommerce in time for the holiday season. Earlier this month, Cheetos launched an online shop that sells branded holiday gifts ranging from clothing to perfume. Oreo’s parent company Mondelez International says the site is part of a global e-commerce strategy, which it is expecting to grow by at least $1 billion in revenue by 2020. As more and more consumers opting for the convenience of online shopping, traditional CPG brands should take a cue from Mondelez and start exploring ecommerce opportunities to reclaim some of the diminishing distribution channels and build a lasting customer relationship.
Source: PR Newswire
Lead image courtesy of Oreo Gifts
Snack giant Mondelēz International has struck a deal with Fox to tackle the increasing usage of ad blockers. Beyond simply buying ad inventory, the deal will center on an effort by Mondelēz to leverage Fox’s TrueX ad platform and content initiatives that cut through the clutter. As part of the deal, Mondelēz is working with Fox to create new ad formats for VOD and streaming on Fox’s website and Hulu, and it is experimenting with TrueX’s engagement ads, which allow viewers to interact with one ad at the start of viewing in exchange for watching content ad-free. Also, Mondelēz will be developing branded content to reach the Fox audience.
What Brands Need To Do
The latest study from the IAB reports that 26% of desktop users and 15% of mobile consumers are using ad blockers to avoid seeing ads on websites. This Mondelēz-Fox deal is representative of some the necessary steps that brands can take to collaborate with media companies to improve their ad experiences and ensure their ads are viewed. For more information on how brands can fight the increasing usage of ad-blockers, check out the Ad Avoidance section in our Outlook 2016.
Mondelēz gets into wearable data with a holiday campaign for its Trident gum brand. As part of its Trident’s C.H.E.W. (Change Health Every Week) campaign that rewards shoppers for staying healthy during the holiday season, the international snack giant is giving exclusive offers to customers of convenience store chain Kum & Go in exchange for sharing their workout data from fitness trackers. Those reward offers will be delivered through the Kum & Go mobile app once users hit some pre-fixed goals, such as taking 10,000 steps.
What Brands Need To Do
With this new initiative, Mondelēz found a way to engage health-conscious shoppers with a gamified challenge, presenting an interesting example in how brands can acquire consumer data and use it for good. Tapping into wearable data can help brands gain valuable insights into consumer behavior, and incentivizing people to share that data in exchange for value offers is a good way to do so.
Read original story on: CNN Money
Mondelez International has inked a global partnership with marketing tech firm ChannelSight to ramp up e-commerce sales across its digital platforms, including brands’ product pages, social media, and video ads.
As a crucial part of this partnership, “Buy Now” buttons will be added to the aforementioned media platforms across 25 global markets to make it easy for sweet-toothed consumers to find and purchase Mondelez products online. After clicking the button, interested consumers will be presented with a list of relevant third-party retailers that stock the specific product being advertised.
It is worth noting that such lists are compiled through ChannelSight’s technology rather than partnerships struck with the retailers, so as to offer prospective customers the best deal available. Although not quite the “one-click” purchase that some major platforms, including Facebook, Twitter, and Amazon, are striving for, it is definitely a step in the right direction for the multinational conglomerate to improve its digital attribution.
Amazon recommendations are a huge driver of purchase so why not bring that into the physical retail? That’s what Mondelez is planning for 2015, using Kinect technology to identify shoppers based on facial features and then displaying personalized messages in-store. While this technology exists today, brands need to be very wary of how they leverage that data given the privacy implications.