Cristina Marinucci of Mondelez Explains Phygital Advertising

On this episode of Courageous Commerce, Cristina Marinucci, world head of customer excellence at Mondelez Worldwide, will get phygital with hosts Sarah Hofstetter and Rachel Tipograph. 

Phygital is the mixing of the digital and bodily worlds to create enhanced experiences. Marinucci delves into the most effective practices for rolling out this omnichannel method to retail with each clients and inside stakeholders.

With a purpose to develop an omnichannel enterprise, you want cross-functional buy-in. Demonstrating measurability and the halo of digital affect on all gross sales has helped shift mindsets at Mondelez.

As a global chief, Marinucci additionally speaks to the necessity to meet every market the place it’s and to reap the benefits of the alternatives provided by much less developed markets to check and be taught outdoors of present infrastructures. 

You’ll go away this episode with a complete new omnitude and a vocabulary for offering wonderful buying experiences.

Key takeaways:

• When pitching omnichannel initiatives internally, preserve it easy and display “what’s in it for me” to your viewers.
• Measure not simply digital gross sales however digital affect to be able to see the total energy of your phygital efforts.
• Collaboration, whether or not cross-functional groups or co-creating experiences with retailers, fosters the most effective omnichannel outcomes.