Buying a candy bar, a pack of gum or a baked treat on the way through the checkout aisle in the grocery store is little short of a shopping ritual for many consumers.
As purchase habits change and the shift towards ecommerce gathers pace, however, companies like Mars, Inc. – the biggest global confectionery manufacturer – must carefully consider how their brands might find a place in virtual shopping carts.
"In my world, as it relates to confections, we aren't on the list, and we aren't thought of as it relates to digital commerce," Allisha Watkins, Team Lead, Mars Chocolate...