Cristina Marinucci of Mondelez says We are Living in a Phygital World

On this episode of BRAVE COMMERCE Cristina Marinucci, Global Head of Shopper Excellence at Mondelez International gets Phygital with hosts Sarah and Rachel. 

She starts by defining Phygital - the blending of the digital and physical to create enhanced experiences for all our customers - and then delves into the best practices for rolling out this omnichannel approach to retail both with customers and with internal stakeholders.

In order to grow an omnichannel business, you need cross-functional buy-in. Cristina says that demonstrating measurability and the halo of digital influence on all sales has helped shift mindsets at Mondelez.

As an international leader, Cristina also speaks to the need to meet each market where they are and to take advantage of the opportunities offered by less developed markets to test and learn outside of existing infrastructures. 

You will leave this episode with a whole new Omnitude and a new vocabulary for providing excellent shopper experiences.

Key Takeaways:

• When pitching omnichannel initiatives internally, make it simple and demonstrate “what’s in it for me” to your audience.
• Measure not just digital sales, but digital influence in order to see the full power of your Phygital efforts.
• Collaboration, whether cross-functional teams or co-creating experiences with retailers, fosters the best omnichannel results.

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