HACKETTSTOWN, N.J., -- Mars Wrigley Confectionery has developed an e-commerce strategy to simplify online purchases and help consumers find its products via the web. The candy company is also looking to enhance shoppers’ online experiences and develop methods for how consumers receive their purchases.
“Our products are experiencing rapid growth online, which we expect to accelerate in the coming years, but we also anticipate that the shopping experience will evolve to blend between online and other channels even further,” said Richard Jones, director of digital commerce for Mars Wrigley Confectionery, Hackettstown, N.J. “Our e-commerce strategy requires us to refocus the endless aisle available to online shoppers and guide them to purchase opportunities, whether that’s online or offline.”
The company recently partnered with Amazon to better understand how consumers purchase its products online and to enhance general offerings and merchandising. In the past year, Mars tested an Alexa voice-activated purchase method for Orbit White gum and Snickers, and it launched an Alexa Prime Day deal—a 35% discount for its Dove Variety Mix. It also participated in Amazon’s Halloween Treasure Truck (pictured above) tour in 2017, bringing an urban pumpkin patch and candy to customers nationwide.
“Amazon gives us a platform to drive availability of our products in new ways, and with so many Amazon users, it’s imperative our brands play in this arena,” Jones said. “We see a ton of opportunity with Amazon’s Prime Now and Fresh platforms, as both bring the traditional retail experience online for shoppers and offer a next level of convenience and trial. We are collaborating with Amazon to determine the best merchandising throughout the digital shopping journey to keep our products top of mind and drive sales.”
Meanwhile, Mars is using microgifting—the process of sending gift cards via mobile devices—to enhance online impulse purchases. Data shows impulse buys are trending: Thirty percent of online purchases are made on impulse, and 75% of online shoppers add unplanned items after visiting the weekly sales and deals section of the company’s website, according to Mars’ statistics. Mars’ Halloween initiative with Walmart last year gave consumers the opportunity to gift both online and in-store purchases as “boo” packages (pictured above) to friends.
Additionally, Mars is adding click-to-cart components on social-media posts, which generated more than 20,000 potential new orders for Walmart during a recent Super Bowl promotion. The company has even tested chatbot technology, which has shown potential to generate sales via social media. Consumers recently provided their Skittles preferences during a test with a Facebook Messenger chatbot, and their “favorite” flavors appeared directly in their shopping carts on Walmart or Amazon’s sites.
“Even as online shopping grows, brick-and-mortar stores are not going away, so we are taking a holistic approach to helping shoppers find our products, with online being one part of that mix,” Jones said. “While there’s a huge growth potential, many people will still be buying most of their food, beverages and other household goods from the traditional retailer over the next few years. As a result, we’re continuing to be flexible and evolve the role e-commerce plays in our business.”
McLean, Va.-based Mars Inc. is a global manufacturer with more than $35 billion in sales. For more than 100 years, the company has manufactured chocolate, chewing gum and mints, and it is also a leader in pet nutrition and healthcare. Its brands include M&M’s, Snickers, Dove, Milky Way, Twix, Doublemint, Skittles and Orbit.
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