How Mars Inc. finds the digital sweet spot

Mars Inc., the confectionery manufacturer, faces the challenge of making sure that impulse purchases remain a tempting proposition in the digital age.

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 c

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