Today’s mobile e-commerce environment o;ers retailers a unique opportunity to convert impulse buys into
planned sales, and these categories
have seen signi;icant growth. NCA
data shows that digital sales lead to double-digit growth,
with nonchocolate at ;;; growth, popcorn at ;;;, salty
snacks at ;;; and chocolate at ;;;.
Hershey’s study also highlights scenarios in which
retailers could use their digital clout to drive sales. For
example, with chocolate among the top ;ive grocery
search terms on the largest digital shopping platform in
the United States, a grocer could o;er a loyalty shopper who had purchased a chocolate bar previously a
discount or free sample for a chocolate bar multipack at
“Once the shopper adds candy to the list, it stays on
the list,” Doug Straton, chief digital commerce o;cer
for Hershey, wrote in the study. Now, instead of satisfying impulses at the checkout lane “one bar at a time,”
the shopper will be “satisfying her want for a sweet treat
from a box or bag in the pantry,” he said.
Indulging in Bulk Bins
As bulk bins continue their expansion from health food
stores to mainstream grocery, candy and snacks are
expanding outside of the package. Grocers across the
country, including Hy-Vee and Kroger, have begun to
bulk up their assortment with bulk bins as they compete
with the likes of Fresh Thyme and Sprouts Farmers Market that shine in the bulk-foods domain.
While bulk bins may impart an image of healthy
items such as beans, grains, nuts and dried fruits, retailers often include an array of sweeter options among the
even Nerds in its bulk bins.