By: N Jayalakshmi
Last updated : May 28, 2019 1:02 pm
It’s also about creating magic and theatre at the point of buying, says Aditya Krishna, Head – Category Planning & Activation, Mondelez India, in a chat with Point Of Purchase
Excerpts from a conversation:
What is Mondelez’s approach to retail in the context of your overall marketing plan?
The crux of it is about story-telling. For example, last year we has these in-store displays based on the theme of back to school which beautifully brought to life the brand message, while connecting to the shopper purchase decisions.
Would you say that the focus will increasingly shift to technology when it comes to in-store marketing and shopper connect activities?
The focus will really be on two things –shopper-centric solutions and disruption. In recent years we have a lot of global work happening on integrating technology and bringing it to the fore at the point of buying. So technologies like augmented reality and virtual reality will continue to play a big role for us. We use technology tools like plannograms and big data tools at the back end that help our distributors/ sales teams process orders better.
At the front end, it could go beyond AR and VR and extend to the way we present our displays.
Read the full interview in the June 2019 issue of Point Of Purchase.