Cadbury has appointed THG Ingenuity to power its new direct-to-consumer Cadbury Shop.
Three THG Ingenuity businesses are involved:
- THG Commerce provides a cloud-native digital storefront and interactive product customisation software.
- THG Studios produces the eCommerce creative assets and visual digital merchandising.
- THG Fulfil handles warehousing, pick-and-pack, temperature-controlled confectionery handling, courier management and customer service.
Personalised gifting
The site’s customisation engine powers the Cadbury Heroes Pick & Mix, which lets shoppers choose their own combination of miniature chocolates.
The Cadbury Shop also offers personalised gift boxes. These include a Build Your Own Letterbox Gift service, where shoppers pick any six Cadbury tablets to be packaged and delivered to the recipient.
Darren Rajanah, Chief Revenue Officer at THG Ingenuity, said: “Delivering exceptional direct-to-consumer experiences requires more than just a storefront; it demands an integrated operating environment where engaging creative content and intelligent digital technology connect seamlessly with automated fulfilment.”
Philip Warfield, Marketing Director at Cadbury, part of Mondelēz International, said: “Appointing THG Ingenuity and launching the new Cadbury Shop gives us an exciting way to do exactly that ahead of Christmas, combining the chocolate the nation loves with beautifully personal gifting experiences, from the moment you choose it to the moment it’s opened.”
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