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By Hershey Consumers tend to shop differently across physical and digital channels typically taking a more routinized approach to purchases by shopping for essential items first when shopping online. But even though consumers online trips today tend to start with a focus on adding essentials to the cart, businesses still have an opportunity to influence their customers with delightful disruptions that can spur unplanned purchases. We know that in-store lends itself more for discovery, said Ed Edson, senior director of omnichannel marketing at The Hershey Company, whose team is focused on maximizing demand based on shoppers paths to purchase. The online experience doesn t allow for ease of browsing like shopping in-store, but our research shows that consumers are, indeed, interested in discovery online especially once they have completed their core shopping and mission. ....