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MARKETING INNOVATION

Feeling hot in Hollywood? Try a ‘ride-hailing’ service for ice creams

By our News Team | 2023

Pilot project gets impulse purchases into the hands of tech-savvy and time-starved consumers in minutes. Why queue for melting ice creams?

We’ve heard of ride-hailing services such as Uber and Bolt. Now a well-known American brand is offering a new twist on the theme: a ‘store-hailing’ mobile ice cream store that comes to you on demand.

Its unveiling is just in time for the Northern Hemisphere spring (Southern Hemisphere autumn). And where else would you launch it but in Hollywood – where hot-and-bothered movie industry people don’t have the time or inclination to stand in a queue to get an ice cream.

Marketing Innovation

Photo courtesy of Mars Incorporated

Instead, the just get onto their mobile phone – providing they’re not busy with ‘influencing’ or ‘selfies’ – and use an app to get the ice cream truck to their location within minutes. There is a one-tap ordering process, with no cash and no store assistant involved. So customers simply make their selection and leave.

Collaboration with business specialising in mobile shops

The concept is a collaboration between Mars, a company that makes confectionary (sweet treat) brands such as Snickers and Twix, and Conjure, a company that has been offering mobile shops for other purposes around the Los Angeles area.

If the concept proves popular in Hollywood, Mars and Conjure will roll it out to other parts of the United States during the 2023 summer.

“Mars is continuously investing in driving innovation for the treats and snacks category through the unattended retail space, giving consumers more opportunity to shop our products with speed and convenience,” said Jerome Morgen, Global Director of Mars Unattended Retail. 

“This partnership with Conjure helps solve the industry’s biggest issue – ice cream melting before reaching the home when purchased in-store or through other delivery methods.”

Added Ali Ahmed, co-founder and CEO of Conjure: “We believe this partnership will be a game-changer in the ice cream industry.”

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    Dr Kin Kariisa

    Group CEO - Next Media

    Dr. Kin Kariisa is an extraordinary force at the helm of Next Media Services, a conglomerate encompassing NBS TV, Nile Post, Sanyuka TV, Next Radio, Salam TV, Next Communication, Next Productions, and an array of other influential enterprises. His dynamic role as Chief Executive Officer exemplifies his unwavering commitment to shaping media, business, and community landscapes.
    With an esteemed academic journey, Dr. Kariisa’s accolades include an Honorary PhD in exemplary community service from the United Graduate College inTexas, an MBA from United States International University in Nairobi, Kenya, a Master’s degree in Computer Engineering from Huazong University in China, and a Bachelor’s degree in Statistics from Makerere University.
    Dr. Kariisa pursued PhD research in Computer Security and Identity Management at Security of Systems Group, Radboud University in Nijmegen, Netherlands. As a dynamic educator, he has shared his expertise as a lecturer of e-Government and Information Security at both Makerere University and Radboud University.

    Dr Kin did his PhD research in Computer Security and Identity Management at Security of Systems Group, Radbond University in Nigmegen, Netherlands. He previously served as a lecturer of e-Government and Information Security at Makerere University in Kampala, Uganda and Radbond University in Netherlands.

    Dr Kin did his postgraduate courses in Strategic Business Management, Strategic Leadership Communication and Strategies for Leading Successful Change Initiatives at Harvard University, Boston USA.

    • Other current and previous roles played by Dr Kin Kariisa:
    • Lecturer of e-Government and Information Security to graduate students at Makerere University, Kampala and Radbond University in the Netherlands
    • Director of Eco Bank Uganda Limited, one of the largest banks in Africa
    • Chairman of the National Association of Broadcasters, an umbrella industry association for all Television, Radio and online broadcasters in Uganda.
    • Chairman of Board of Directors of Nile Hotel International, that owns the leading hotel in Uganda, Kampala Serena Hotel.
    • Chairman of Board of Directors of Soliton Telmec Uganda, the leading telecom company in Optic fibre business managing over 80% of optic fibre in Uganda.