The Girl Scouts believe that in order to foster future business leaders, young women need to be adept at using today's digital tools. As part of an expansion of last year's online program, the organization announced Digital Cookie 2.0 on Tuesday. The initiative allows Girl Scouts to sell cookies through a customized website or mobile app, which it believes teaches digital marketing and skills in how to run a multiplatform business.
"It's about encouraging the science of play," said Girl Scouts of the USA CEO Anna Maria Chavez at a press event.
The first Digital Cookie program, in 2014, helped sell about 2.5 million more boxes, totaling an additional $10 million in sales. A little less than 160,000 of the 2 million Girl Scouts participated in the digital program last year. Only one of the two baking companies allowed for mobile app sales.
In addition to having both companies supporting mobile sales this year, Digital Cookie 2.0 includes improvements to the e-commerce experience, including an easier-to-use mobile platform and a website with more customization options. There will also be a digital dashboard to track progress, as well as games, quizzes and videos to keep the young women engrossed. Chavez heralded the initiative as one of the ways the Girl Scouts were promoting STEM initiatives amongst its community.
Ninety percent of the Girl Scout councils will participate in the digital cookie sales program this year. The Girl Scouts of the USA hope that all 112 councils will be on the platform by 2017.