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    C-stores Heavily Involved in Mondelēz's New Shopper Futures Program

    7-Eleven, Kum & Go and more join the initiative.

    DEERFIELD, Ill. — Mondelēz International Inc. revealed the eight startups selected to participate in its new Shopper Futures program.

    Shopper Futures is an initiative that partners startups, retailers and Mondelēz brands to transform and improve the customer retail experience. The retailers involved in this round of the program are 7-Eleven Inc., Kum & Go LC, QuickChek Corp. and Mac's Convenience Stores, a division of Alimentation Couche-Tard Inc.

    The collaborations include: 

    • Sampler collaborating with Albertsons & RITZ brand, United States
    • Shelfbucks collaborating with Meijer & OREO brand, United States
    • Shelfbucks collaborating with Wakefern & HALLS brand, United States
    • Freckle IoT collaborating with 7-Eleven & OREO/belVita brands, United States
    • Strap collaborating with Kum & Go & TRIDENT brand, United States
    • Turnstyle Solutions collaborating with QuickChek & SWEDISH FISH brand, United States
    • Turnstyle Solutions collaborating with Mac's Convenience Stores (Ontario Division) & CADBURY brand, Canada
    • Aislelabs collaborating with Metro & TRISCUIT brand, Canada
    • Earshot collaborating with 7-Eleven Canada & DENTYNE brand, Canada
    • Aisle411 collaborating with HALLS brand, Canada

    "We're thrilled to be working with some of the most ambitious entrepreneurs and retailers across North America to help shape the future of retail both in-store and online," said Kim Yansen, director of field shopper marketing. "The caliber of participating startups is truly incredible. Through our 90-day collaboration process, we're looking forward to putting real solutions in market to solve pressing retail challenges and help unlock growth for our retailers and categories."

    Mondelēz received hundreds of applications from startups across the United States and Canada and narrowed it down to 18 companies to present their plans at Pitch Day. From there, eight startups were selected to work with major retailers and Mondelēz brands to bring in-market pilots to life over the next three months. 

    Kicked off by several days of "Immersions" at each startups' headquarters, the teams will work together to build programs to pilot within 90 days. By harnessing each startup's entrepreneurial spirit, the retailers' commitment to testing innovative ideas and Mondelēz International's brand and shopper marketing expertise, the goal of Shopper Futures is to develop scalable shopper learnings and solutions by the end of 2015 — all while continuing to infuse a spirit of intrapreneurship internally at Mondelēz International.

    "The traditional consumer path to purchase has been completely disrupted by technology," said Kristi Karens, director of media and consumer engagement, Canada. "Through Shopper Futures, we're looking to scale ideas quickly and to turn the store environment into a media opportunity where we can engage with active audiences."

    Following the launch of each pilot, Mondelēz International will study both the tactical and cultural success metrics from each pilot and identify potential collaborations for scale.

    Shopper Futures builds on Mobile Futures, a Mondelēz initiative from 2012 that paired its brands with select startups to accelerate mobile innovations and incubate new ventures.

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