Picture yourself standing in line at a supermarket. Now imagine that you are at home, ordering groceries online, and then picking them up curbside a few hours later. In which scenario would you find yourself buying a pack of gum or candy bar at the last minute?
Chances are that shoppers will make fewer impulse buys when using modern shopping methods like curbside pickup, at-home delivery and speedy self-checkout. And that’s a problem for gum and candy brands that have long enticed shoppers with check-out aisle displays.
“The biggest battle we are fighting right now is one for attention,” said Laura Henderson, head of U.S. media and communications for Mondelez International, whose brands include Trident, Oreo and Cadbury. Whether it’s fewer people entering checkout lines, or shoppers burying their heads in their smartphones while there, “it’s clear that we need to be really disruptive to gain and hold attention.”
Source:: AdAge – Digital