After Black Friday and the end of year festivities arriving for the national retail, Mondelēz International is focused on helping small and medium business with offers and information on market trends, in addition to offering tips on the company’s product launches. For this, the brand held on November 8th, a live commerce in which customers registered on the company’s e-commerce platform were able to get to know the new Mondelēz products in greater depth and clarity, buy with discounts and even participate in exclusive raffles.
Created in partnership with Jüssi, the hybrid event had the face-to-face participation of 30 invited customers and other registered customers following online, bringing together around 300 people in all. With the participation of all areas and partners of Mondelēz, it was the first time that the company performed a live on its own domain, betting on the format that combines sales through digital platforms with live transmission.
Lívia Seabra, e-commerce director at Mondelēz Brasil, explains:
“Live commerce it is a worldwide e-commerce trend and as market leading brands we also need to lead this agenda within the snacks segment. Through the event, we were able to integrate the entire chain from end to end, generating value for all stakeholders: we, as an industry, were able to be closer to small retailers and publicize our products and brand campaigns, for our partner distributors it is an opportunity to leverage sales and for small retailers, it is time to receive market insights and stock up on exclusive offers.”
On the occasion, participants had the opportunity to learn more about products already known in the market, such as Lacta chocolates and Oreo cookies, in addition to discovering the new bets in the Mondelēz portfolio, such as Tang To Mix With Milk. In addition to buying with discounts, participating retailers who purchased goods within 48 hours also participated in special raffles.
Far beyond selling to small and medium-sized businesses, the initiative aimed to help micro-entrepreneurs, providing market information on the company’s main categories, insights on the brand’s main campaigns, product launches and exclusive offers. With the aim of improving merchants’ profits, especially during this period of the year when important dates for retail are approaching. For Mondelēz, the live also means strengthening the relationship with this important retail segment.
Marcela Giacomo, strategic planning manager at Jüssi, adds:
“Live was an action of great importance for the partnership between Mondelēz and Jüssi, because we have the joint challenge of increasingly evolving the online shopping culture of this industry. With a format such as live commerce, we approach an audience that expects and likes the humanized side of shopping and can, even so, close orders digitally.”
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