In the omnichannel ecosystem, manufacturers want to offer products that compete in all of the different channels. E-commerce is positioned as somewhere between the bargain orientation of clubs and traditional stores, but with a healthy dose of consumer convenience.
Through pack and price optimization for e-commerce, manufacturers need to provide optimized assortments of products to fit in that position while appealing to consumers and generating profits.
In this session at TMRE 2017, we shared how Mondelez met this challenge by understanding consumers’ motivations and determining optimal bundles based on pack type, size, brands, and price.
Presenters:
Jessica Waxenberg Levison – Shopper Insights, NA eCommerce, Mondelez International
Bill Salokar – VP, Client Solutions, SKIM
Optimizing pack and price for online retailing with Mondelez International
We discussed the marketing challenges facing manufacturers, the research challenges for designing a choice-based simulated purchasing environment, the benefits of a simulator for testing scenarios, and the implications for the business.
Subjects for discussion and illustration:
- What challenges are manufacturers facing with eCommerce?
- How can market research be designed to replicate the consumer purchase decisions?
- What inputs are needed and what outputs are required?
- How can the eCommerce team utilize the results?