May 17, 2020

Is now the right time to experiment with e-commerce?

Mondelez International
E-Commerce
business growth
Marketi
Frazer Jones
3 min
Is now the right time to experiment with e-commerce?
E-commerce is everywhere, especially as a tool for fledgling start-up brands to gauge interest on a made-to-order basis before scaling up to launch thei...

E-commerce is everywhere, especially as a tool for fledgling start-up brands to gauge interest on a made-to-order basis before scaling up to launch their products in the brick-and-mortar retail market. But is there a growing place for e-commerce in the food and drink industries even for top brands? Some are already experimenting with the idea, suggesting that it’s increasingly possible.

RELATED TOPIC: Is mascot nostalgia the next big marketing trend?

According to Adweek, Mondelez International introduced an e-commerce concept to a small test market in Europe with the idea of finding out how much of an interest there is in this as a viable marketing method. The experiment involved social media and video for Mondelez brands like Oreos and Cadbury chocolate, utilizing calls to action prompting consumers to try ordering products to their homes directly through both geo-targeted regional online shopping options and larger online retailers like Walmart or Amazon.

RELATED TOPIC: European Commission approves merger between Mondelez and DE Master Blenders

It appears that the European test run was successful, because now Mondelez is rolling out e-commerce across 25 countries worldwide.

Should you be investing in this type of move as well? It depends on the results you hope to achieve from the venture. If you’re hoping for a critical spike in sales, your marketing budget may be better spent elsewhere—analysts aren’t convinced yet that adding direct e-commerce to a major brand’s repertoire will revolutionize sales:

"I doubt that anyone at Mondelez or anywhere else thinks it will be groundbreaking or an enormous new revenue strategy, but it shows they're willing to test and learn," said Forrester Research analyst Sucharita Mulpuru. "It doesn't cost much to experiment in this way, and at least they capture some data and insights that could help personalization and marketing efforts later."

 

RELATED TOPIC: 3 challenges UK supermarkets are facing in a shifting economy

But if you approach the technique in the same way that smaller are newer brands are using it—as a way to not just make sales, but to gather data and better understand the tastes and habits of your consumer base—then online efforts could give you a strong edge over the competition:

“What Mondelez is able to do is track, to a certain extent, how people engage with this media and where they openly choose to buy," [Gartner analyst Jennifer Polk] said. “This could be a way to lay the foundation for things like product development.”

 

E-commerce won’t make a major brand’s relationship with brick and mortar retailers obsolete any time soon. But it could change the way you interact with your consumers—that’s a point that’s worth exploring further.

Let's connect!   

Check out the latest edition of Food Drink & Franchise!

[SOURCE: Adweek]

Share article

Jun 15, 2021

Hy-Vee and Google Cloud partner

Food
Hy-Vee
GOOGLECLOUD
Technology
Helen Adams
2 min
Hy-Vee and Google Cloud partner to enhance retailer's digital capabilities

Hy-Vee has signed a multiyear partnership with Google Cloud to stay on the cutting edge of digital technology and drive innovation for its customers – both in store and online. 

One of the most popular grocery stores in the USA, Hy-Vee is an employee-owned corporation headquartered in Iowa with a revenue of $11b. 

 

Google Cloud services will support Hy-vee customers

While Hy-Vee has worked to stay at the forefront of digital shopping trends, the COVID-19 pandemic affected grocery shopping in many ways, causing more consumers to shop online and create higher demand in its virtual shopping space. 

Utilizing Google Cloud’s solutions, localised information and features will make it easier for customers to complete their grocery shopping online and allow Hy-Vee to provide more personalized service and easier ordering.

The company is utilsing a suite of services powered by Google Cloud to:

  • Make online shopping easier for customers who use its Hy-Vee Aisles Online services, 
  • To integrate Hy-Vee’s virtual dietitian services
  • To enable customers to schedule vaccinations online including the COVID-19 vaccine.

The continued integration of Google Cloud services will help Hy-Vee launch future innovations as the company fulfills its mission of making customers’ lives easier.
 

Hy-vee is bringing innovative technology to customers

As recently reported in Food Digital, Kroger has started a drone delivery service for customers in Ohio. Now Hy-Vee has found another unique way to deliver to customers an improved shopping experience.

“The pandemic accelerated many digital initiatives for Hy-Vee as consumers shifted the way they shopped at our stores,” said Aaron Wiese, President, Digital Growth, and Co-Chief Operating Officer at Hy-Vee. “Google Cloud is helping us provide a unique and more personalized experience as we work to integrate all our digital platforms and look to further simplify the customer’s interaction with our services – whether that be in our aisles in person or online.”  

“Hy-Vee is leading the way in bringing innovative technologies to its customers,” said Jim Anderson, Managing Director for Google Cloud. “We’re proud to partner with Hy-Vee to streamline processes and power innovative digital experiences. As they look toward the future, our services will help accelerate the grocer’s plans to be the best place to shop.”

Share article