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Early adoption of new technologies is important and “inaction is risky,” in particular for impulse categories like confectionery, according to Li. Capturing customers with voice assistants leads to solutions being in a customer’s order history and this creates a pathway for uncomplicated repeat purchases, she added. A different avenue for brands to establish spur-of-the-moment getting actions is through voice-enabled virtual assistants, such as Alexa and Siri. The household penetration of these devices is expected to approach 75% by 2025, shared Betsy Fitzgibbons, Mars Wrigley shopper insights lead of e-commerce and new transactions, in the course of a session. The complaint...