In 2021, a major candy brand was investing in building out e-commerce capabilities to drive their digital transformation.
Shoppers made purchases in the category as part of larger, routine trips.
Most purchases of the brand were habitual and pre-planned.
Shoppers rely on packaging visuals and will deselect products in the search results that do not seem familiar.
The brand used retailer cart recommendations to drive incremental online purchases.
Weaving category products into “Amazon Best Seller” filters plus, discounts, coupons, and promotions helped power and influence purchase.
More viscerally appealing packaging design allowed the brand to capitalize on impulse purchase during additional store visits.
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