Plus One: How to Incent Unplanned Purchases

Growth in ecommerce, self-checkouts, click and collect and shifts in consumer shopping behaviors have all had an impact on unplanned purchases in candy and snacks. Fewer top-of-mind opportunities for consumers to make spur-of-the-moment purchases has had a significant impact on front-end sales. Retailers and manufacturers are trying to figure out how to incent a “plus one” purchase in this new retail environment. This session will explore unplanned purchases across many categories, omnicommerce touchpoints and channels to understand what happens when unplanned purchases occur. Attendees will learn new insights and opportunities across four growth paths: stores, online, ambient environments and the home. 


May 23 2023


1:00 pm


Insights Stage


  • Leigh O’Donnell
    Leigh O’Donnell
    Head of Shopper and Category Insights & Solutions, Kantar

    Leigh O’Donnell is the head of shopper and category insights and solutions within Kantar’s retail, sales and shopper group. Previously within Kantar, Leigh led the North American Shopper Insights domain, managing custom shopper insights across a variety of top CPG and technology manufacturers. Before joining Kantar, Leigh led CRM, insights and analytics at the national home décor retailer Kirkland’s. Before that, she held various shopper insights, market measurement and category management roles at Mars Petcare and the Wm. Wrigley Jr. Company.