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Despite the decline in popularity of direct-to-consumer (DTC) marketing, especially during the peak of the pandemic, it still holds value for CPG marketers when incorporated into an omnichannel strategy. Mondelēz, known for its flagship cookie Oreo, recognizes the importance of DTC as a tool for building closer connections with consumers and gaining valuable insights. Kamila DeMaria, director and general manager of DTC at Mondelēz, views DTC as a platform for testing new products, marketing strategies, engagement tactics, and pricing models.
Oreo recently partnered with digital commerce agency Goodness to enhance its DTC capabilities. Goodness helped migrate Oreo from Adobe’s Magento e-commerce platform to Shopify, enabling Oreo to operate more like a digitally native brand and compete effectively in the market.
Uniting DTC and equity
Goodness’s work with Oreo focused on building a scalable e-commerce system across Mondelēz’s portfolio, improving efficiency, and enhancing the OreoID customization platform. This collaboration allowed Oreo to introduce retail packs, limited-edition flavors, and better integrate brand campaigns.
Experimenting with data
Goodness has been working on connecting internal systems to enable Oreo to deploy personalized communications that enhance engagement and conversion for DTC. By experimenting with a more connected data infrastructure, Oreo aims to capture zero- and first-party data at every consumer touchpoint, positioning itself as an innovator in data utilization.
Understanding conversion
Goodness is assisting Mondelēz’s data team in ensuring that data flows efficiently and is stored correctly for valuable insights. CRM has become a focus for Oreo, with efforts to gather first-party data on customer preferences and behaviors to inform media strategy effectively.
Building and operating a robust data infrastructure will support Oreo’s ambitious goals around acquisition, activation, and analysis, driving the brand towards success in the competitive market.