How Mars is driving growth with ecommerce
Retail & Consumer Goods Commerce Acceleration MACH
What to expect
What Mars did to fulfill a long-term vision of CX growth
The consumer journey and relationship have never been more important than they are today. Many brands are prioritizing this relationship and shifting meaningfully to Direct-to-Consumer (D2C) strategies, which requires a well-founded and solid plan. From technology decisions to organizational structures and mindsets, the D2C ambition needs a strong, long-term vision for the future of retail.
Mars brand M&M'S have been working with Valtech to define and build their long-term D2C srategy and make it scalable to all Mars brands globally. They are able to pivot successfully because they recognize the vitality of being an ecosystem. Their strategy's leading North Star is to become omnichannel in the truest sense of the word. The crucial differentiator is how they allow customers to start, pause and resume their buying journey at any point.
In today's 30-minute podcast, we sit down with Kyle Barz, Director of Global Retail & Ecommerce Technology at Mars Wrigley, and Casper Rasmussen, SVP Technology at Valtech and President of the MACH Alliance, to talk about the complexities of Mars' own D2C transformation, as well as the common challenges and pitfalls brands should seek to avoid as they embark on their own journey.
Listen to learn more.