Mars Wrigley Confectionery shares how they foster a culture of innovation to drive digital commerce success. The episode highlights specific digital campaigns for Skittles and Snickers, offering insights into strategic technology adoption and digital initiatives within a large CPG company.
Key takeaways
Building an internal culture that embraces innovation is paramount for digital commerce growth within large organizations.
Successful digital commerce at scale requires strategic investment in technology and a clear process for adoption.
Leverage key industry events like Groceryshop to identify emerging digital commerce trends and network with innovators.
Even established brands can achieve 'sweet returns' by focusing on engaging digital campaigns for specific products, as demonstrated by Skittles and Snickers.
In episode 182 of Total Retail Talks, recorded at Groceryshop in Las Vegas, Heather Kang, global vice president of digital commerce at Mars Wrigley Confectionery (MWC), parent company of leading brands such as M&M's, Snickers, Twix and others, details how the company is building a culture of innovation, provides insight into two recent digital commerce…
What does this episode say about retail & omnichannel?
Building an internal culture that embraces innovation is paramount for digital commerce growth within large organizations.
What does this episode say about brand & content?
Successful digital commerce at scale requires strategic investment in technology and a clear process for adoption.
What does this episode say about dtc strategy?
Leverage key industry events like Groceryshop to identify emerging digital commerce trends and network with innovators.
What does this episode say about retail & omnichannel?
Even established brands can achieve 'sweet returns' by focusing on engaging digital campaigns for specific products, as demonstrated by Skittles and Snickers.
