Mars, a multi-brand enterprise, has announced the launch of a new direct-to-consumer (D2C) initiative powered by a composable commerce platform. The platform was developed in collaboration with Valtech and commercetools, and is said to be the world’s most comprehensive example of composable commerce for multi-brand enterprises.
The platform is expected to boost incremental in-year revenue for Mars’ leading snacking D2C proposition by 20% year-over-year (YoY). According to Casper Aagaard Rasmussen, Group SVP of Technology at Valtech, the rise of D2C commerce has created a highly competitive environment, where achieving brand differentiation across a variety of channels and touchpoints is now a matter of survival.
Jarid Lukin, Global Senior Director at M&M’S, said that the technology not only improves their ability to offer personalised M&M’S to consumers and businesses, but also gives them the speed and agility to launch new value propositions.
Kyle Barz, Director, Global Retail & eCommerce Technology at Mars Snacking, said that the composable commerce approach accelerated time to market for new experiences, thanks to a 60% increase in speed. This enabled the brands to deliver experiences that differentiate, while also accelerating ROI via revenue from these improved experiences.
Kelly Goetsch, Chief Strategy Officer at commercetools, commented that omnichannel experiences are increasing the urgency for diversified commerce strategies, which especially resonates with multi-brand businesses.
Rasmussen added that composable commerce is the best option to give brands in a multi-brand organisation what they need to stay on top of their game. He said that together with Mars and commercetools, they have proven the possibilities of composable when delivered the right way at scale.
The composable commerce platform is expected to provide the foundation for commerce innovation, both in the short-term and long-term as shopping experiences evolve. Mars has set the stage for how multi-brand businesses can win through composable commerce in multi-brand D2C and B2B.
Sources: https://retailtechinnovationhub.com/home/2023/7/25/mars-teams-with-valtech-and-commercetools-for-composable-commerce-powered-d2c-initiative
