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increase in gum category

0

sales in units increase

0

increase on the app

Challenge

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.

Solution

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.

Result

Gum category up 356%​ 

Sales in units increase 248% ​ 

On the app – 668% increase

Isobar

Isobar is a global digital agency transforming businesses and brands through the creative use of digital. Our 6,500 digital experts in 85 locations across 45 markets in Americas, EMEA and APAC deliver experience-led transformation, powered by creativity through our end to end service offering. Isobar’s clients include Adidas, Coca-Cola, Enterprise, KFC, Mead Johnson, Nestle and Philips.

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