Hershey Unveils 'Shopper's World' Retail Report
Guide aims to help grocers build physical and digital consumer experience
In a bid to help grocers build a digital and physical retail experience around the shopper for a total commerce approach, The Hershey Co. released its second "In a Shopper’s World" report days ahead of the National Confectioners Association’s 2018 Sweets and Snacks Expo.
The new report by the leading snacks company offers grocers four key strategies and uses a fictitious retailer, Medley, to demonstrate shopper-centric concepts that "address the retailer challenge of engaging shoppers in a world where 50% of all purchases are digitally influenced," according to Hershey officials. The company said consumers expect a blend of online content, creative merchandising and immersive experiences when making purchasing decisions. A cornerstone of the findings projects a significant payoff for retailers that adopt the strategies, as shoppers are six times more valuable when they are given the option to shop a total commerce ecosystem.
The report, published by Hershey’s Global Customer Innovation Center, "outlines Hershey’s commitment to putting the shopper first," said Chief Digital Commerce Officer Doug Straton in a statement. "As we deepen our understanding of when, where and how people search for snacks, we’re building a stronger muscle for advising our retail partners in an environment where shoppers seamlessly move between digital and physical retail."
In addition to sharing retail search strategies that apply to both digital and physical shopping, Hershey provides updates on front-end and in-aisle merchandising concepts presented in last year’s Shopper’s World report.
“Our customizable retail solutions balance retailer goals and shopper experience—an expectation of today’s modern shopper,” said Hershey's VP of Customer and Category Development Phil Stanley.
The Hershey, Pa.-based company has more than 80 global brands, including Hershey's, Reese's, Kit Kat, Jolly Rancher, Ice Breakers and SkinnyPop, which drive more than $7.4 billion in annual revenues.
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