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Mondelez fuses media and ecommerce

News, 17 August 2015

RANCHO PALOS VERDES, CA: Mondelez International, the snacks giant, believes incorporating ecommerce capabilities into its digital assets could help drive online sales of brands like Oreo cookies.

Cindy Chen, the organisation's global head/ecommerce, discussed this subject at the Association of National Advertisers' (ANA) 2015 Digital and Social Media Conference.

She reported that the idea of "media meets commerce" is one important factor shaping how Mondelez approaches ecommerce.

"Essentially, it's making every single piece of media - whether that's owned, paid or earned - transactional," she said. (For more, including further strategic insights, read Warc's exclusive report: Mondelez International's five tips for ecommerce success.)

As a specific example, the consumer packaged goods manufacturer has allied with ecommerce specialist ChannelSight to add "buy now" buttons to its digital assets in 25 markets.

Consumers taking advantage of these tools will be able to visit an online vendor stocking the product in question, with around 130 retailers currently featured in the program.

"In the United States, we have Oreo videos. At the very last frame of Oreo videos, we can geo-fence four to five retailers," said Chen by way of illustration.

"And if you click that button and say, 'I want to go and shop on Amazon', it can take you directly to the Amazon product page."

By streamlining the purchase process, Mondelez is hoping to replicate the impulsive buying habits that many shoppers exhibit in bricks-and-mortar stores.

"The goal is really to reduce the friction in the path to purchase, in making that purchase as simple as possible," said Chen. "We did some tests in Europe where we saw quite a good lift."

Platforms such as Google, Facebook, Pinterest and Instagram are all "trying to figure out how to make that purchase as simple as possible" by using buy buttons, too, Chen reminded the conference audience.

Data sourced from Warc