Ecommerce for CPG brands: Insights from Mondelez International
Stephen WhitesideWarc
Impulse purchases such as candy, gum and cookies might not seem like natural candidates for the delayed delivery (and gratification) that comes with buying online.
But according to Bonin Bough, svp/chief media and ecommerce officer at Mondelez International – the owner of brands including Oreo, Cadbury and Honey Maid – it is simply a matter of time before this habit truly clicks with consumers.
"Our success relies on it; there's no question," he told delegates at Internet Week 2015. "Ultimately, we're becoming a digitised version of who we are...