Mondelēz ramps up marketing approach

Six months since its big marketing restructure, Mondelēz seems to have a clear idea of where it wants to be as a business and what it needs to do to get there.

Fast. Focused. Fearless. These are the three words it is hammering in to its marketers having realised that it needs to be more agile, get up to speed with the latest tech and understand the changing needs and behaviours of its consumers better.

This includes changing the way it works with agencies and exploring new partnerships that will help to “infuse newness, fresh thinking and innovation”.

The global confectionery giant, responsible for naughty cupboard fillers including Cadbury, Toblerone and Oreo, also says it is trying to take more of a social responsibility for snacking – especially as people search for healthier options.

Given the rise in obesity, especially in the Western part of the world, a focus on healthier snacking can only be seen as a good thing. However, it will be interesting to see how Mondelēz balances this with its ‘less-healthy’ options, and whether this has an impact on sales of chocolate, biscuits and sweets.

Its new ‘Snacking Made Right’ tagline extends to educating people from a sustainability standpoint too. This is a chance for Mondelēz to use its global stature to have a positive impact on the environment and influence others to take steps to reduce their carbon footprint, invest in more eco-friendly packaging and limit food waste.

M&S trials in-store mobile payments

m&s mobile payment

Marks & Spencer’s efforts to put digital at the heart of its business are starting to bear fruit as it trials new services that can help improve the customer experience. First up is a mobile payments service that will let shoppers scan and buy items through an app on their smartphone.

There are clear benefits to introducing tech like this. M&S is fully aware that it’s stores can get very busy at certain times of the day – namely lunchtime in the food halls – and so is looking to ease a pain point for customers.

It claims people will be able to buy products in as little as 40 seconds; that sounds much better than queuing for five minutes to buy a prawn sandwich.

New services such as this show M&S is listening to customers and finding ways for tech to enhance the customer experience. But for technology to make a real difference to its business, M&S must try to take a digital mindset across the business – from store to supply chain to customer experience.

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