Dr Pepper Snapple Group and Walmart confronted the reality of a new age of shopping - one where buyers are at the center and turn to digital browsing before making a purchase.
Today’s digital shopper wants convenience, great pricing, and 24/7 availability. Brands and retailers have to out-deliver their competition at every touchpoint. Director of Global Ecommerce Neil Ackerman has tackled this challenge for Mondelez International, makers of Oreo, Chips Ahoy, and Trident Gum. Its brand, belVita, saw double-digit increased sales conversion due to a shift in focus on product content.