Mondelēz to Partner Retailers, Startups in Shopper Futures Initiative

DEERFIELD, Ill. — In what it’s calling a breakthrough mobile marketing initiative, Mondelēz International is launching Shopper Futures, a program that will bring together startups and retailers in an effort to transform and improve the customer retail experience.

Launching this week at events in New York City and Toronto, Shopper Futures builds on Mondelēz’ successful Mobile Futures initiative in 2012, which paired its brands with select startups to accelerate mobile innovations and incubate new ventures.

"Technology has had an undeniable impact on the consumer path to purchase," said Laura Henderson, head of U.S. media and communications at Mondelēz International. "Through Shopper Futures, we're collaborating with the brightest minds in the industry and startup world to shape the future of retail, both in-store and online. This time around, we're focused on solving real shopper challenges in our snacking categories and unlocking new opportunities for growth."

Between now and June 27, Mondelēz is calling for tech and mobile startups in the United States and Canada to apply for the program. Interested startups must be based in either the U.S. or Canada, less than four years old and with technology that is at a stage where it could be live in-market.

After identifying the top startups, the company will host a pitch day in August where nine finalist startups will be selected to partner with Mondelēz brands and retailers. The teams will then collaborate to design and execute a pilot within 90 days.

Whitehouse Station, N.J.-based convenience store chain QuickChek Corp. is one of the retailers that will participate in Shopper Futures, according to this week’s announcement. Mondelēz brands that will be involved include Oreo, Halls, Ritz and Cadbury.

As previously reported by CSNews Online, QuickChek also took part in the 2012 Mobile Futures initiative, along with Iowa-based convenience store chain Kum & Go LC.