Influencing Unplanned Purchases in Omnichannel
In 2020, a major snacks brand had an opportunity to drive unplanned purchases across multiple online and physical retail channels.
OmniPath™ identified the key moments to influence consumers during the omnichannel path-to-purchase for the category.
Shoppers of the category often used the online shopping cart to build their shopping lists throughout the week, before checking out.
Up to half of these shoppers picked up at the store, and a substantial portion went into the store to buy additional items.
The snacks brand used retailer cart recommendations to drive incremental online purchases.
More viscerally appealing packaging design allowed the brand to capitalize on impulse purchase during additional store visits.