As consumer purchasing behavior increasingly shifts online, Mars Foods Malaysia Sdn. Bhd., the local arm of Mars, Incorporated, sought to strengthen its digital commerce capabilities to maintain market relevance and drive sustainable growth for its brands such as M&M's, Snickers, and Doublemint.
To accelerate this transition, Mars Wrigley partnered with DKSH Malaysia to enhance its digital marketing approach and build a more robust e-commerce ecosystem, delivering award-winning results that earned the Retail Asia Awards 2026 E-Commerce Initiative of the Year.
Challenge
Despite strong brand recognition, Mars Wrigley Malaysia faced increasing competition in the digital commerce space. Established awareness alone was no longer sufficient to drive sustained online performance.
The business needed to improve conversion rates, increase repeat purchases, and strengthen customer retention. At the same time, it sought to create more relevant and engaging consumer experiences, particularly for younger, digitally native audiences.
Approach
DKSH Malaysia implemented an integrated digital strategy grounded in consumer insight and continuous optimization. The approach combined relevant content, gamification, and targeted influencer collaborations to improve engagement and strengthen connection with consumers. Across key e-commerce and social platforms, campaigns were designed to expand reach while improving conversion performance.
A tiered loyalty program was introduced to encourage repeat purchases and build longer-term customer relationships. Campaign performance was continuously refined through data-driven analysis, enabling more effective allocation of resources and improved return on investment.
Results
The integrated strategy delivered significant and measurable outcomes across key performance indicators. Mars Wrigley achieved a 70% increase in overall B2C sales in 2025 compared to 2024, reflecting accelerated revenue growth across its e-commerce channels and validating the impact of the digital transformation initiatives.
Core brand performance also strengthened substantially, with M&M's and Snickers recording a 76% increase in offtake. This growth highlights how targeted digital engagement can directly translate into stronger product demand and improved market performance. In addition, the average order value increased by 22.6%, indicating that customers were spending more on each purchase, resulting in larger basket sizes and higher-value transactions.