Francesca Hahn of Mondelēz International on brand experience, media implementation, and using eCommerce to inform business strategy
BRAVE COMMERCE
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Getting a Stick to Consumer Experience for Grocery Brands
Francesca Mondale: If you're going to be direct to consumer it needs to be an experience that's consistently unique or something a shopper can't get in the in store environment. The Oreo ID where it's super customized and sits on Oreo.com has worked well as well as with Sour Patch Kids. She says retailers are now trying to figure out how more economically deliver this e-commerce experience to shoppers, either via delivery to home or buy online pickup in store,. It's not a very good use of labor right now but we know one big BOPIS is coming.
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