DEERFIELD, Ill. -- Mondelez International has rolled out a global partnership with ChannelSight that will maximize e-commerce sales opportunities across its digital media touchpoints such as brands' product pages, social media, video advertising and customer relationship management (CRM) campaigns.
Over the coming months, Mondelez will continue to add "Buy Now" buttons to owned, earned and paid media platforms across 25 markets, linking to more than 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 more than 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.
"As a global company, we're looking at converting all our media investments into buying opportunities for consumers by driving e-commerce transactions at key retailers' websites. This partnership is a crucial step in our journey to help accelerate growth through e-commerce," said Bonin Bough, chief media and e-commerce officer at Mondelez. "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."
"We're truly leading the charge with this partnership. In addition to the media monetization aspect, it will also enable us to get more insights into consumer behaviors, preferences and motivations. And leveraging this intelligence in e-commerce is indispensable," said Cindy Chen, global head of e-commerce at Mondelez.
ChannelSight's Buy Flow technology will simplify the consumer buying journey by directly transferring users to Mondelez products at key retailers' websites. With unprecedented visibility from all media platforms, ChannelSight's technology will help capture data and actionable insights that will 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, London-based ChannelSight's in-media purchase-enablement technology also creates opportunities for retail partners by driving highly qualified traffic to their websites, triggering planned and impulse shopping transactions.
Deerfield, Ill.-based Mondelez International is a global snacking powerhouse, with 2014 revenue of $34 billion. It is a leader in biscuits, chocolate, gum, candy, coffee and powdered beverages, with billion-dollar brands such as Oreo, LU and Nabisco biscuits; Cadbury, Cadbury Dairy Milk and Milka chocolate; Trident gum; Jacobs coffee and Tang powdered beverages.
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