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'Gift worthiness' through packaging personalization

Mondelez succeeds at e-commerce by creating unique and highly profitable gifting moments.

Personalized Toblerone
Personalized Toblerone

On day one of E-Pack Europe 2019 in Berlin, a spokesperson for Mars talked about the difficulties of taking candy, usually an impulse buy in the grocery store check-out line, and the challenge of shifting candy sales to an e-commerce model. Bulk purchases of smaller-sized treats tend to become the central focus of efforts, but hardly replace impulse sales.

On day two of the new Smithers-Pira conference, held in Berlin March 26-28, Roberta Fabretti, E-Commerce Marketing Lead (Europe) for Mondelez, ran though two examples of what could be done with candy—and at a huge profit!

Mondelez targets two main shopping missions in e-commerce: the full basket and the single-item sale. For single-item sales, personalized gifting is key. For instance, European consumers have responded very positively with personalized Toblerone chocolate bars and special personalized offerings from Milka Bar.

Fabretti presented research from a study by SnackChat, Understanding Online Gifting, from February 2019. Ninety percent of gift purchasers buy at least some, if not all, of their gifts online. U.K. shoppers expect to find chocolate gifts on sites like Amazon, eBay, Argos, Boots, John Lewis, Debenhams, and Not On The Hight Street.

According to SnackChat, while convenience, price, and choice are key benefits for typical online shopping, for gifts, shoppers are seeking something unique and different, with a wow factor that often comes with personalization. And they are willing to pay a premium.

Other key takeaways defining U.K. consumers from SnackChat:

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