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Reimagining the Confectionery Industry

 

Zakhir Sidickk

Senior Consultant, CPG, TCS

Snigdha Jain

Innovation Consultant, CPG, TCS

Sowmya Narayanan

Innovation Consultant, CPG, TCS

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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.

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