"We approach DTC as a tool for creating closer connections to our consumers and learning from them. It enables us to test new products, marketing strategies, engagement tactics and pricing models," said Kamila DeMaria, director and general manager of DTC at Mondelēz.
"Shopify, and the tools that it unlocks, lets a brand like Oreo behave more like a digitally native brand and compete on that level," said Ethan Martin, strategy director at Goodness.
"[With OreoID] we really had our chance to optimize, make something that was more modern, fun, sleek and cool and that feels like a dashboard, and really try to greatly reduce customer service calls and greatly increase conversion rate for every step," said Donald Fierros, chief operating officer at Goodness.
Goodness' work was two-fold: building a new e-commerce system that could be scaled across Mondelēz's portfolio that would be efficient enough to outweigh the high cost of going direct to consumer.
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