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Maytag, Mondelez Partner for Mobile Direct

Maytag and Mondelez International are among brand marketers upping the ante in the chase for direct-to-consumer sales as mobile disrupts the traditional model of selling solely to wholesalers and retailers. Maytag’s new Bring Maytag Home” mobile tool that lets consumers see what their kitchen or laundry space would look like with the latest Maytag appliances, and Mondelez’s “buy it now” buttons, which reportedly let shoppers buy their favorite snacks from all its owned, earned and paid media, are examples of marketers’ efforts to capture additional sales when shoppers intend to buy. As the smartphone explosion redraws the retail landscape, more brand marketers can be expected to follow suit.

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