increase in gum category
sales in units increase
increase on the app
Impulses purchases are a key moment for the chewing gum category, and our challenge was to translate that moment from real life into the ecommerce world.
This was a problem that needed to be addressed – fast – with grocery shopping online in Mexico increasing by 56% in 2016 alone.
People shop in a different way online, compared to they shop in store, creating a behavioural change amongst consumers. They now perform a fast, habitual shop with no time for browsing, in order to drive impulse purchases consumers need to be prompted.
We partnered with Superama, a premium supermarket chain in Mexico and used their ecommerce app to digitalise this checkout counter experience.
Once consumers have finished their usual purchases, a final screen displays the Mondelez products for people to add to their carts just before the checkout.
Easy and fast.
Gum category up 356%
Sales in units increase 248%
On the app – 668% increase
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