Snacking brand, graze, looks to mobile with new chief commercial officer

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Graze.com, the expert at making good snacks exciting, has hired top Expedia customer guru to support the next stage in its multi-channel growth.

Following graze’s successful launch into retail last summer, Clive Peoples has joined the healthier snack business as chief commercial officer to grow its mobile offer and support their wider drive into multiple channels.

In his previous position as vice president of customer marketing, mobile and loyalty for Hotels.com, Peoples was responsible for building a multi-billion dollar mobile and loyalty business, and increasing customer spend via mobiles – until over a third of bookings were being made on mobile. Having led the way for travel on mobile, Peoples will now be bringing his considerable experience and leadership to the food industry at graze.

Over 60% of graze web traffic currently comes via mobile devices, and Peoples’s appointment will address growing consumer demands for increasingly integrated mobile experiences.

Peoples said: “Winning a place in customers’ smartphones is key to double digit growth in ecommerce, and what attracted me to graze is the enormous potential of a true multi-channel food business. graze is already forging the way for the food industry, reporting an impressive number of customers interacting via mobile, giving them a fantastic opportunity for future growth. I know of no other food business better placed than graze to take the lead in this growing mobile market.”

Graze successfully went multi-channel in July 2015, launching its on-the-go snacking category in stores nationwide. The range opens up a significant revenue opportunity and is allowing graze to meet the demand of both existing and new consumers who want to have multiple activation points for purchase. Developing more integrated mobile channels is the next step to improve customer experiences and increase convenience.

Graze.com CEO, Anthony Fletcher, said: “graze has always been at the forefront of innovative technology, and we’ve taken this pioneering attitude beyond our pure play roots and placed it at the heart of our multichannel strategy.  Investing in different channels allows us to experiment with the best ways to reach existing and new customers, and Clive’s guidance can make us a leader in mobile within the food industry. It’s all part of our ambition to leverage our different channels to better explore consumer behaviour and customer journeys. We’re experiencing huge demand from customers on the go and on their mobiles, and we need to satiate these cravings to achieve our goal of becoming the number one healthier snacking brand in the UK.”