Many brands are trying to capitalize on the personalization trend, especially during the pandemic. Oreo, part of Mondelez, is now joining in with the launch of their OreoID website, allowing consumers to fully design their own Oreos. While this seems like a great new product offering and definitely increases the margin on these iconic cookies (with an order minimum and upcharge for customization), what’s more is that the company can collect consumer data based on their personalized experience. This is hugely powerful for Mondelez, especially for a product like Oreo that has so many limit time offers and brand partnerships. Consumers are willing to pay about 25% more for personalized products and the company can now track consumer behavior and tailor future products and campaign targeting based on the trends and insights they are gathering on the new site.
https://www.marketingdive.com/news/oreo-lets-fans-customize-cookies-in-personalization-push/588964/
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