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?


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.

Now, one candy company exploring how to navigate the DTC trend: Mars Wrigley, the over 100-year-old maker of such sweets as Skittles,

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