Consolidate its positioning in a dynamic market

CHALLENGE

In a market characterized by strong competition, Mars Wrigley Confectionery France has made its mark and is one of the leaders in the confectionery market.

With its various brands such as Twix®, M&M’s®, Freedent® and Skittles®, the group has developed a strong reputation among consumers.

In order to consolidate its place and develop its positions, Mars Wrigley Confectionery France has put forward several objectives:
– Promote brand preference within the department and gain penetration
– Strengthen consumer engagement and loyalty
– Encourage consumers to discover other Mars brands

SOLUTION

To meet these objectives on digital paths, Mars Wrigley Confectionery France called on budgetbox and its Smart Recommendations solution.

The solution made it possible to activate an important lever: the impulse, the driving force behind the chocolate products segment. By targeting the most gourmet consumers when they visit the chocolate department, but also by attracting them from other affinity departments, with ultra-personalized discounts, Mars Wrigley Confectionery France has succeeded in positioning its portfolio of brands in the top of mind and increasing its penetration rate.

Mars Wrigley Confectionery France was also able to address its own consumers to encourage them to mix between its various chocolate products such as M&M’s®, Twix®, Snickers®, Mars® or Celebrations®. By purchasing one of these products, consumers had access to an immediate discount on a 2nd product in the chocolate portfolio. In addition to boosting volumes and traffic between brands, the campaign identified the products most popular with consumers, revealing interesting insights.

Finally, the solution made it possible to strengthen consumer engagement over time since post-campaign analyses revealed a high re-purchase rate among the shoppers recruited.

RESULTS