The WebDT ‘mobile tablet’ touch-screen system will be used to gather in-store sales and merchandising information and to send it directly back to Cadbury’s headquarters via a satellite link. This will allow faster, more accurate market research, minimise travel to the office to deliver forms and allow more store visits with the same number of staff, according to the company.
While it may deliver advantages in terms of efficiency, the new technology is also in line with Cadbury’s environmental agenda, which includes “replacing office supplies with eco-friendly alternatives”.
Cadbury spokesman Tony Bilborough told ConfectioneryNews.com: “This certainly helps us to reach our carbon reduction targets. It is beneficial but the primary aim is efficiency…In particular, we have been working strongly on reducing packaging and increasing the efficiency of some of our factory machinery. Now we can see how these two ideas can go hand in hand.”
Confectionery manufacturers have been scrambling to prove their environmental credentials recently, adopting reduced, recyclable and biodegradable packaging, and setting ambitious carbon reduction targets in order to reduce their carbon footprint while enhancing their ethical reputation.
The use by a major company like Cadbury is an endorsement for the company behind the technology.
President of DT Research Dr Daw Tsai said: “We are pleased to be able to provide Cadbury with an environmentally beneficial business solution. We hope that more organisations see the value of using the WebDT wireless mobile tablets to decrease both the paper and fuel needed to gather information in the field, while improving their corporate efficiencies.”
Cadbury Schweppes Plc is just one of those to buy into the eco-friendly cause with its ‘Purple Goes Green’ campaign.
Other companies to jump on the eco-trend include Nestle, which has recently adopted a new sweet wrapper made from sustainable wood pulp as well as a biodegradable plastic for its chocolate trays, and Marks & Spencer, which has also adopted the bioplastic.