Confectionary & Snacks
Influencing Confectionary Purchases in E-Commerce Channels
CONTEXT
In 2021, a major candy brand was investing in building out e-commerce capabilities to drive their digital transformation.
- TransactionPath™ optimized their e-commerce portfolio, ensuring it had the best range to drive the acceleration process by understanding the shopper journey, and profiling the shopper.
LEARNING
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.
GROWTH OUTCOME
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.
