DEERFIELD, ILL. — More consumers may soon buy Oreo cookies, Cadbury chocolate and Trident gum on-line. A new global partnership between Mondelēz International, Inc. and ChannelSight, a provider of on-line shopping technology, is expected to maximize e-commerce sales opportunities for the Deerfield-based snack company.
In the coming months, Mondelēz will add “Buy Now” buttons to its media platforms, including brands’ product pages, social media and advertising campaigns, across 25 markets, linking to more than 130 retailers’ web sites. The company piloted the program in 20 markets with more than 100 retailers and is extending the technology into additional regions and markets.
“As a global company, we’re looking at converting all our media investments into buying opportunities for consumers by driving e-commerce transactions at key retailers’ web sites,” said Bonin Bough, chief media and e-commerce officer at Mondelēz. “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.”In addition to simplifying on-line shopping for consumers, the technology will enable Mondelēz to collect insights into consumer behaviors, preferences and motivations. Retail partners are expected to benefit from increased traffic and shopping transactions on their web sites.