Can CPG Brands Recreate In-Store Impulse Buying Online?

Marketers must adapt as more people purchase household staples through digital channels

The acceleration of people buying household staples online during the pandemic has spurred companies to focus more on omnichannel approaches.
The acceleration of people buying household staples online during the pandemic has spurred companies to focus more on omnichannel approaches. Photoillustration: Sujean Gahng

We’ve all been there. While waiting in line at the supermarket or drug store, the feeling strikes: I need a chocolate bar now. Within minutes, the purchase is made and the product is devoured.

@hiebertpaul paul.hiebert@adweek.com Paul Hiebert is a CPG reporter at Adweek, where he focuses on data-driven stories that help illustrate changes in consumer behavior and sentiment.