Mars is laying claim to “the world’s most comprehensive example of composable commerce in play for multi-brand enterprises going direct-to-consumer (D2C)”.
As a result of the deployed solution, delivered by Valtech in collaboration with commercetools, Mars claims to have boosted incremental in-year revenue for a leading snacking D2C proposition by 20% YoY.
“The rise of D2C commerce has presented a highly competitive environment, where achieving brand differentiation across a variety of channels and touchpoints is now a matter of survival,” says Casper Aagaard Rasmussen, Group SVP of Technology at Valtech.
“For a multi-brand enterprise as large as Mars with several potential D2C brands in its expansive portfolio, there’s an urgent need to balance differentiation with economies of scale and consistency across individual brands. These requirements need to then be combined with a high level of autonomy, which each brand needs and demands.”
“With our composable commerce platform, we now have the technology foundation to support mms.com, the largest D2C business in Mars Snacking,” says Jarid Lukin, Global Senior Director at M&M’S.
“This technology not only improves our ability to offer personalised M&M’S to consumers and businesses, but it also gives us the speed and agility to launch new value propositions to celebrate those you care about in a fun and meaningful way.”
“With time to market paramount in a fast moving commerce landscape, our composable commerce approach accelerated time to market for new experiences, thanks to a 60% increase in speed,” says Kyle Barz, Director, Global Retail & eCommerce Technology at Mars Snacking.
“We were able to trade time spent on endless technology upgrades with time to innovate, freeing up our resources to drive commerce innovation. Not only did this enable our brands to deliver experiences that differentiate, but to also accelerate ROI via revenue from these improved experiences.”
“We’re seeing a trend whereby omnichannel experiences are increasing the urgency for diversified commerce strategies, which especially resonates with multi-brand businesses,” comments Kelly Goetsch, Chief Strategy Officer at commercetools.
“Simply put, composable provides 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 B2C commerce ecosystems, and we can’t wait to see how others follow suit.”
Rasmussen adds: “Composable commerce is the best option to give brands in a multi-brand organisation what they need to stay on top of their game. Together with Mars and commercetools, we’ve proven the possibilities of composable when delivered the right way at scale, something that has yet to be shown in the commerce industry.”
“We’re proud to have created the world’s most comprehensive example of how a multi-brand business can implement a composable commerce approach in a marketplace driven by fast-paced technology adoption and innovation in commerce.”
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