Changing impulsive buying behavior into online marketing strategies

As customers increasingly shop online, adapting online marketing strategies in confectionery is a must to boost sales and enhance consumer experience. Some ways to do it include:

• Ranking at the top of the search results

• Leveraging conversational e-commerce for establishing connections with frequent shoppers

• Investing in automation and digitalization to address customer queries, recommend products and walk them through the purchase journey online

• Enabling one-click online checkouts to promote low value impulse purchases

However, to achieve this, organizations need to build a robust digital engagement strategy that helps consumers easily browse through the digital shelf, understand impulse buying behavior through analytics, and build a seamless phygital consumer experience.