How Mars Wrigley Is Trying to Bring Impulse Buying Online

Online shoppers can't spontaneously grab a Snickers bar at the cash register. So what's a candy maker to do?

In-store candy shelf
One final nudge before checkout works in-store, but what about online? Getty Images

Confectionery manufacturers have long benefited from the human tendency to purchase products on impulse. That same instant gratification, however, simply isn’t available when shopping on the internet. The economics of shipping a single chocolate bar just don’t add up, and that’s why candy companies have been slow to hop on the direct-to-consumer bandwagon.

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