The development and growth of e-commerce has meant “immediate consumption” trip missions — and impulse categories — under-trade online, which impacts growth potential as e-commerce scales. The online shopping journey is more planned and more task-driven than in-store. During this session, Mondelez International will demonstrate why points of interruption to entice shoppers with “unplanned items” needs to be more strategic and less intrusive than in-store. The presenters will also discuss how to leverage shopper data and knowledge of online behavior to present unique activations in a way that “positively interrupts” the shopper at the right moment in the shopper journey to drive unplanned purchases.