Tuesday October 23, 2012

Lindt Pursues Increased Mobile Presence

Zurich, Switzerland — Lindt & Sprűngli AG will pursue an increased mobile presence in 2013 in an effort to boost sales. The company says its mobile initiatives will include branded games, a platform for selling candy directly through mobile devices and increased Facebook and Twitter presence.

These initiatives are part of an effort to build a deeper connectivity with consumers, the company says. Tim Stoller, head of impulse at Lindt, says the company's 4.4 percent sales increase in the first half of 2012, which was below analyst estimates, could be improved by making the company more accessible through mobile devices.

“A lot of people think we're a very traditional brand and maybe don't have as close of a connection with us as they do with a brand like Cadbury,” Stoller says. “Changing this attitude is going to be at the center of all the branding and sales activity we do next year and mobile can play an important part in aligning our sales and marketing activity more closely together to achieve this.”