Impulse purchases are a key moment for the chewing gum category, and our challenge for our Mondelez client in Mexico was to translate that moment from real life into the ecommerce world. This is a business problem that needed to be addressed, with the ecommerce market increasing by 56% in the Mexico in 2016 alone.
We know that people shop in different ways online, compared to thow they shop in store, and this is impacting sales. Today, consumers perform fast, habitual shops with no time for browsing. So, in order to increase impulse purchases, consumers need to be prompted at the right moment in the consumer journey.