GLOBAL: Mondelez redefines the online shopping experience using innovative retail technology | Progresiv
Mondelez International has launched a breakthrough mobile marketing initiative, Shopper Futures, which brings together ambitious entrepreneurs and retailers to help transform the consumer retail experience. The project pairs Mondelez International's brands with entrepreneurs who are developing the technology and mobile solutions to solve pressing retail challenges. 
The initiative builds on the aim of its original mobile counterpart, Mobile Futures, its 2012 initiative to pair its brands with select start-ups to accelerate existing mobile innovations and incubate new ventures.
"Technology has had an undeniable impact on the consumer path to purchase," said Laura Henderson at Mondelez International. "Through Shopper Futures, we're collaborating with the brightest minds in the industry and start-up world to shape the future of retail, both in-store and online. This time around, we're focused on solving real shopper challenges in our snacking categories and unlocking new opportunities for growth."
In other recent developments, Mondelez has launched a global partnership with Irish retail technology firm ChannelSight to help accelerate eCommerce growth across its brands portfolio.
The new agreement will help to maximise eCommerce sales opportunities across the group's digital media touch points such as brands' product pages, social media, video advertising and CRM campaigns.
Over the coming months, Mondelez will add "Buy Now" buttons to owned, earned and paid media platforms across 25 markets, linking to over 130 retailers' websites, to make it easy for consumers to both find and buy Mondelez products online.
After a successful pilot phase in 20 markets with over 100 retailers, the company is now rolling out the technology into additional regions and markets with brands such as Oreo cookies, Cadbury chocolate and Trident gum.
ChannelSight's Buy Flow technology will simplify the consumer-buying journey by directly transferring users to Mondelez products at key retailers' websites. The innovative technology helps capture data and actionable insights to provide a deeper understanding of media effectiveness, how consumers engage with brands and what drives them to a purchasing decision.
In addition to simplifying the path-to-purchase experience for consumers, ChannelSight's technology also creates opportunities for retail partners by driving highly-qualified traffic to their websites, triggering planned and impulse shopping transactions.
"This partnership is a crucial step in our journey to help accelerate growth through e-commerce," said Bonin Bough, chief media and eCommerce officer at Mondelez International. "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."
The partnership enables Mondelez to get more insights into "consumer behaviours, preferences and motivations" and leveraging this intelligence in eCommerce is "indispensable," said Cindy Chen, global head of eCommerce at Mondelez International.
"We're excited to further deepen our successful partnership with Mondelez International. Our market-leading platform sets the standard for in-media purchase-enablement technology for large brands," said John Beckett, chief executive of ChannelSight.
Mondelez recently rolled out a new eCommerce solution for its Tassimo brand to provide a seamless experience for all consumers, regardless of their location. (www.esmmagazine.com)
