Mars is Helping People Entertain with 'The Cocoa Exchange'
Laura McQuarrie — May 27, 2017 — Marketing
Mars launched The Cocoa Exchange as an online platform where chocolate lovers are able to get inspired, shop and learn about quality, sourcing and flavor. The Cocoa Exchange also offers to host in-home try-before-you-buy experiences for gatherings of friends.
Interested hosts are able to sign up for three different types of experiences, including a Dove Signature tasting with only Dove Chocolate, Pure Dark or Pod & Bean, which explore the use of chocolate in a variety of savory dishes. For the in-home events, a dedicated Curator tailors the experience for each host, and then hosts themselves have the chance to purchase their own Curator starter kit using host dollars.
The Cocoa Exchange capitalizes on the fact that many consumers now prefer a quiet evening of entertaining at home over going out, and introduces a model that reminds of some of the methods favored by direct selling companies.
Interested hosts are able to sign up for three different types of experiences, including a Dove Signature tasting with only Dove Chocolate, Pure Dark or Pod & Bean, which explore the use of chocolate in a variety of savory dishes. For the in-home events, a dedicated Curator tailors the experience for each host, and then hosts themselves have the chance to purchase their own Curator starter kit using host dollars.
The Cocoa Exchange capitalizes on the fact that many consumers now prefer a quiet evening of entertaining at home over going out, and introduces a model that reminds of some of the methods favored by direct selling companies.
Trend Themes
1. In-home Try-before-you-buy Experiences - The trend of in-home try-before-you-buy experiences allows brands to create personalized and intimate experiences for customers, potentially leading to higher conversion rates.
2. Direct Selling - Direct selling companies have long been successful in reaching customers through personalized, in-home events, and this trend can be leveraged by other industries to generate sales and build brand loyalty.
3. Online Platforms for Niche Communities - Online platforms that cater to specific interests, such as The Cocoa Exchange for chocolate lovers, provide a unique space for consumers to connect, learn, and shop, creating disruptive innovation opportunities for other niche industries.
Industry Implications
1. Food and Beverage - The food and beverage industry can explore in-home try-before-you-buy experiences to introduce new products and flavors, and create memorable culinary experiences for customers.
2. Personal Care - The personal care industry can adopt the direct selling model to offer personalized consultations, samples, and in-home experiences to showcase their products and build customer loyalty.
3. E-commerce - E-commerce platforms catering to niche communities can take inspiration from The Cocoa Exchange and create online marketplaces that serve specific interests, connecting consumers and businesses in a unique and targeted way.
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