Shopper Marketing - February 2018 - 62

62

SHOPPER MARKETING FEBRUARY 2018

INSTITUTE STRATEGIST
More info at

Hershey Tests at Walmart
Manufacturer wins Halloween while seeking to break out of the candy aisle - permanently
By Patrycja Malinowska

Hershey Co. was confectionery king at Walmart for
the 2017 Halloween season, thanks to one of the many
tests the candy maker has been running at the mass
merchant.
The manufacturer took the spotlight from the previous year's champion - competitor Mars Inc. and its
"booing" friends - by trialing new glow-in-the-dark
packaging exclusively at Walmart.
A bold circular cover promoted the assortment pack,
which included the manufacturer's top three sellers:
Reese's, Hershey's and Kit Kat. Supporting digital activity spanned a Walmart.com home page carousel ad and
seasonal brand showcase (powered by Triad Retail Media) as well as co-op display ads running on Walmart.
com (including expandable versions) and websites such
as Dictionary.com.
Support from Hershey was sparse but did include a
Pinterest pin.
"We're not screaming it from the rooftops, but we'll
put it out there and watch the data," Hershey chief sales
officer Rob Gehring told Adweek.
The Hershey showcase was padded with relevant content, delivering "ghoulish recipes" and
e-commerce links to Hershey SKUs at the mass
merchant - which spanned a multitude of other
exclusive assortment packs in addition to the
glow-in-the-dark candies.
Determining how to mix its candies and
where to distribute them is one of Hershey's
bigger challenges, vice president and general
manager of brand commercialization Kristen
Riggs told Adweek. Generally, "category killers"
like Walmart and Target get the larger bags,
while retailers like Dollar General get the smaller, lower-priced varieties. The mixes also vary
by region.
Though Hershey didn't trumpet the glow-inthe-dark packaging in stores via its large pallet
trains topped by a variety of tall, seasonal headers, the manufacturer nevertheless commanded
Action Alley in multiple locations visited by the
Institute. The displays were heavy on the orange
and purple, and they were augmented with standees,
inflatables and other themed props.
In additional fall-themed activity, a pallet side panel
directed shoppers to the Reese's Pinterest account for a
peanut butter cookie cups recipe.
Hershey also is involved in other sweet endeavors
with Walmart as it seeks a permanent presence beyond
the candy aisle. The manufacturer has secured prime
positioning on top of the retailer's gift card kiosk with
exclusive, giant-sized "appreciation" and "greeting card"
bars from Hershey's and Reese's. A Walmart.com showcase supports.
Earlier last year, a celebration endcap full of eyecatching flare spotted in at least one store supported

the manufacturer's efforts to expand into the party aisle.
Hershey also recently made a significant investment
by deploying a head-turning digital endcap hawking
large-sized bags of product with movement, color and
illumination in Action Alley. Spotted in at least one store,
the digital signage on the endcap is continually updated
and has tied in to seasons such as football and holiday
baking.
The merchandising and digital efforts are especially
important for the confectionery maker as the growth of
e-commerce and the rising popularity of both healthier
checkout offerings as well as self-checkouts that eschew
merchandising space altogether (and on the horizon,
stores that eschew checkout altogether) threaten impulse

Editorial Index Companies named in the editorial columns of this issue are listed below.

purchases that are crucial to candy sales.
The moves follow another merchandising effort conducted at Walmart that aligns with Hershey's sustainability goals. Last holiday, the manufacturer tested redesigned display-ready cases that use 31% less corrugate
at the mass merchant, and has since rolled them out
nationally as part of its pledge to minimize the environmental impact of its operations.
The new packaging also is simpler for retailers to handle. According to reports, the one-piece design eschews
cover packaging, no longer requires store employees to
use knives to open and saves significant setup time. It
also eliminates the center divide for better presentation
SM
and boasts an enhanced print and digital design.

Heineken. . . . . . . . . . . . . . . . . . . . . 58

McKinsey & Co. . . . . . . . . . . . . . . . 13

Sam's Club . . . . . . . . . . . . . . . . . . . 10

1WorldSync. . . . . . . . . . . . . . . . . . . . 6

Campbell Soup Co. . . . . . . . . . . . 11

EBay . . . . . . . . . . . . . . . . . . . . . . . . . 57

Johnson & Johnson . . . . . . . . . . . . 6

Media Horizons . . . . . . . . . . . . . . . 56

Snap Inc. . . . . . . . . . . . . . . . . . . . . 54

4INFO . . . . . . . . . . . . . . . . . . . . . . . . 56

Capre Group. . . . . . . . . . . . . . . . . . 12

Edgewell Personal Care . . . . . . . 48

Sun Products Corp. . . . . . . . . . . . 10

Cierant Corp. . . . . . . . . . . . . . . . . . 12

Engage. . . . . . . . . . . . . . . . . . . . . . . 12

Key Food Stores
Co-Operative . . . . . . . . . . . . . . . 53

Microsoft. . . . . . . . . . . . . . . . . . . . . 14

7-Eleven. . . . . . . . . . . . . . . . . . . . . . 57

Mondelez International . . . . . . . 59

Target . . . . . . . . . . . . . . . . . .11, 57, 59

Acxiom. . . . . . . . . . . . . . . . . . . . . . . 56

Circle K . . . . . . . . . . . . . . . . . . . . . . . 58

Energizer Holdings. . . . . . . . . . . . 59

Kmart . . . . . . . . . . . . . . . . . . . . . . . . 54

Nestle Purina Petcare . . . . . . . . . 50

Toluna . . . . . . . . . . . . . . . . . . . . . . . . 7

Advantage Solutions. . . . . . . . . . 53

Clavis Insight . . . . . . . . . . . . . . . . . . 6

Explorer Research. . . . . . . . . . . . . . 7

Kroger . . . . . . . . . . . . . . . . . . . . . . . 58

One Click Retail . . . . . . . . . . . . . . . . 6

Triad Retail Media. . . . . . . . . . . . . 62

Albertsons Cos. . . . . . . . . . . . . . . . 1

Coca Cola Co., The . . . . . . . . . . 7, 58

General Mills . . . . . . . . . . . . . . . . . . 1

Label Insight . . . . . . . . . . . . . . . . . . 6

Core Home . . . . . . . . . . . . . . . . . . . 60

Geometry Global . . . . . . . . . . . . . 52

Lego . . . . . . . . . . . . . . . . . . . . . . . . . 59

Path to Purchase
Institute. . . . . . . . . . . . . . .1, 13, 52

Twinoaks . . . . . . . . . . . . . . . . . . . . . 56

Amazon.com . . . . . . . . . . . 4, 56, 57
Ascential Plc. . . . . . . . . . . . . . . . . . . 6

Deloitte Consulting . . . . . . . . . . . 13

Google . . . . . . . . . . . . . . . . . . . . . . . 57

Lowe's . . . . . . . . . . . . . . . . . . . . . . . 59

PlaceIQ. . . . . . . . . . . . . . . . . . . . . . . 56

Walgreens. . . . . . . . . . . . . . . . . . . . 59

Bayer. . . . . . . . . . . . . . . . . . . . . . . . . 60

Dentsu Aegis Network . . . . . . . . . 6

Great Northern Instore . . . . . . . . . 6

Mars Agency, The . . . . . . . . . .10, 56

Procter & Gamble . . . . . . . . . . . . . 54

Walmart. . . . . . . . . . . . . 1, 58, 59, 62

Beiersdorf . . . . . . . . . . . . . . . . . . . . 56

Dollar General . . . . . . . . . . . . . . . . 58

HelloWorld . . . . . . . . . . . . . . . . . . . . 6

Mars Inc. . . . . . . . . . . . . . . . . . . 11, 58

RangeMe . . . . . . . . . . . . . . . . . . . . . . 6

Wonderful Co., The . . . . . . . . . . . 18

Bic . . . . . . . . . . . . . . . . . . . . . . . . . . . 60

Dr Pepper Snapple Group . . . . . 58

Hershey Co. . . . . . . . . . . . . . . . . 7, 62

MaxPoint. . . . . . . . . . . . . . . . . . . . . . 6

RealityMine . . . . . . . . . . . . . . . . . . . 7

Zotos. . . . . . . . . . . . . . . . . . . . . . . . . 56

United Displaycraft . . . . . . . . . . . . 6


http://www.Walmart.com http://www.Dictionary.com http://www.Walmart.com http://www.Amazon.com

Table of Contents for the Digital Edition of Shopper Marketing - February 2018

Contents
Shopper Marketing - February 2018 - Intro
Shopper Marketing - February 2018 - 1
Shopper Marketing - February 2018 - 2
Shopper Marketing - February 2018 - Contents
Shopper Marketing - February 2018 - 4
Shopper Marketing - February 2018 - 5
Shopper Marketing - February 2018 - 6
Shopper Marketing - February 2018 - 7
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