Snack firm Graze appoints marketing specialist

Clive Peoples has joined as chief commercial officer from online travel business Expedia, and has been tasked with growing Graze’s mobile offer and supporting its wider drive into multiple channels.

In his previous position as vice president of customer marketing, mobile and loyalty, 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.

More than 60% of Graze’s web traffic currently comes via mobile devices, and Peoples’ appointment in aimed at addressing growing consumer demands for increasingly integrated mobile experiences.

Graze’s supply chain director Tom Carroll will be speaking at Food Manufacture’s one-day food and drink innovation conference​ in London on Thursday March 17. See box for details.

Key to double digit growth ​

Commenting on his appointment, 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 started out as solely an online business and went multi-channel in July 2015, when it launched its on-the-go snacking category in stores.

Significant revenue opportunity ​

The company said the move opened up a significant revenue opportunity by enabling it to meet demand from consumers who wanted to have multiple activation points for purchase. Developing more integrated mobile channels is the next step to improve customer experiences and increase convenience.

Commenting on the appointment, Graze 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 multi-channel 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.”​

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