How we at Bonsai are decoding the path to purchase anew - online, offline and in between: Insa Weber (Mondelēz International) and Jasmin Pampuch (Bonsai Research) showed this today at ECRlive (GS1 Germany GmbH) in Bremen. The current confectionery study makes it clear that manufacturers should not disregard online influences - even if the majority of purchases in this category are made impulsively in stationary trade.
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