Online impulse purchasing is about knowing your shoppers and making an offer that “would speak to them at exactly the moment that they’re on that webpage," says Mondelēz’s global e-commerce director, Neil Ackerman.
Mondelēz plans to take its Milka Oreo brand to US chocolate market after its failed bid for Hershey and will expand its premium chocolate offerings with Green & Black’s.
Mars has announced a strategic collaboration with China’s Alibaba just a few days after Mondelēz refreshed its partnership with Facebook as both companies tap the global e-commerce boom.
Mondelēz has started construction on a $15m R&D center in Poland as part of the company’s plan to create a global integrated supply chain and Research, Development & Quality (RDQ) network in Europe.
Chinese consumers are now able to purchase Nestlé brands from overseas online for the first time, including Damak chocolate from Turkey, and Baci chocolate from Italy, thanks to Nestle’s new partnership with Alibaba.
E-commerce startup Chocozonia has upped its distribution to include Cadbury, Nestlé and Mars products as well as homemade Indian chocolates after spotting an unmet need for an online confectionery channel in India.
Chinese consumers are able to buy a fuller range of Mondelēz products, including Oreo Colorfilled, an online platform where people can customize their own Oreo packaging, thanks to the Mondelēz’s latest partnership with Alibaba.
A study by Clavis Insight suggests major retailers in the US and UK are missing on an important sales opportunity to drive Valentine’s chocolate purchases online.
Detailed nutritional information, standout product photos and an imaginative story are crucial to driving online confectionery sales, writes e-commerce specialist Syndy.
