Mondelez’s Hahn Looks At Driving Online Experiences, Revenue


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Washington — With online shopping becoming the norm, convenience and accessibility are driving forces behind snacking trends. Mondelez International, Inc.’s latest State of Snacking report sheds light on how ecommerce is reshaping the sector. Francesca Hahn, VP, digital commerce at Mondelez, discusses the growing importance of omnichannel experiences.

The way we snack is evolving, according to Hahn. “From grabbing a quick bite on the go to enjoying a leisurely snack at home, people’s preferences and behaviors are constantly changing. Understanding these shifts is essential for brands to understand and be ‘first movers’ in this space,” she said during a recent discussion.

“In today’s digital age, consumers expect seamless interactions across multiple touchpoints. Whether they are looking for snacks in-store or making a purchase online, people want — and expect — a consistent experience,” she explains, adding businesses that can meet these needs stand to gain a competitive edge.

The impact of omnichannel experiences on consumer purchasing is vast. People expect seamless interactions across digital technologies and ecommerce platforms. Whether browsing online or engaging with social media platforms, shoppers seek consistency, convenience, and personalization throughout the purchasing journey. 

Hahn points to these primary drivers of the consumer’s omnichannel experience. 

Social media continues to capture consumers’ attention on what new snacks are available. They are also craving more “seamless” ways to consume snacks. 52 percent of global consumers surveyed agree that “it would be amazing to have an ‘instant buy’ button for all the snacks I discover on social media.” 

Omnichannel snacking attitudes and behaviors continue to favor exploration in-store and online. Most consumers surveyed (58 percent) report that snack shopping brings them regular moments of bite-sized novelty, agreeing that “every store visit becomes a journey of snack discovery.” Around two-thirds (67 percent) also attest that “strolling aisles is like tapping into snack possibilities.”

Every online retailer and platform are now a part of the ecommerce shopping experience. Online avenues play a substantial role, with 62 percent reporting engaging in online research through search engines. Social media emerges as a noteworthy platform for more snack information, captivating 56 percent on platforms such as Instagram, TikTok, and Facebook. Younger generations are especially big on online research (72 percent) and social media (73 percent). YouTube reviews and taste tests attract 54 percent of global consumers, while food blogs or websites are a source of information for half (50 percent).

The ability to seamlessly transition between online and offline channels enhances the overall shopping experience and fosters brand loyalty. “As consumers become increasingly accustomed to the convenience of omnichannel shopping, businesses must adapt and invest in strategies that prioritize integration and cohesion across all channels to remain competitive,” Hahn says. 

She recommends brands: 

  • Confirm their online content is a consistent experience wherever your consumers find you, whether that is on or offline.
  • Leverage retailer product pages and brand websites to dive deeper into details on how to use your product. You can share recipes, appealing imagery, and more.
  • Plan your social media with consumers in mind, using easy ‘buy’ buttons or other clear paths to convert purchases.
  • Ensure the fundamentals of product availability wherever your product is selling online.

By leveraging omnichannel strategies and staying connected with consumer preferences, companies can position themselves for success in this dynamic industry, Hahn says.