As
more purchases move online the candy companies are facing a dilemma.
According
to Hershey's 56% of shoppers always or often buy a snack at checkout. No doubt due in part to frustration from waiting
on long checkout lines. (Gasparro, 2017)
But
how can candy companies replicate that in an online environment?
Some are
trying to use the same technique and are offering up a variety of items at the
end of the transaction under headlines like - "have you forgotten,"
or "other people have purchased."
But a
more interesting idea might be to help consumers reach their free shipping
minimums. We've all experienced that
moment when you realize that you are just a few dollars short of free shipping,
so you buy one more item to reach the threshold. Why can't that item be a candy bar or two?
Another
option would be to offer customers a coupon to get them to add the item to
their list. Once a product is on the
list, chances are that it will remain there and be repurchased.
So what
do you think? Do you make impulse
purchases online? What prompted the
purchase, and what did you buy? Do you
think any of the ideas discussed will be effective? Do you have a different idea that might work?
Gasparro,
A & Haddon, H. (2017, October 16)
Food Companies Revamp for a Digital World. wsj.com.
Retrieved August 13, 2018, from https://www.wsj.com/articles/can-food-companies-get-people-to-make-impulse-purchases-online-1508119561
Geller,
G. (2019, December 3) Recreating The
Impulse Buy Online. mediapost.com. Retrieved
December 4, 2019, from
