Shopper Marketing - February 2016 - 38


WHO'S WHO IN MERCHANDISING

R

ick Price loved Reese's peanut butter
cups as a kid, but little did he know
that he would spend his career marketing his favorite brand. Fresh out of college,
the marketing major joined The Hershey Co.
in 1982 and has since held a wide variety of
roles, from research, sales and marketing to
advertising, merchandising and center-store
evolution before taking on his current role,
which he assumed two years ago.
"There's always been that psychology of
the consumer/shopper that I love and trying to dig deep into how can we solve her
problems - that's where I am today," he says,
adding that he sees himself more as a consultant to retailers, trying to help solve shoppers'
problems and frustrations. The Merchandising Center of Excellence team was designed
to do just that - solve shopper and retailer
problems, with a focus on creating convenient, fun and engaging shopper experiences to re-energize the center store. As senior
manager, Price oversees this group.
Knowing that trips to the store are declining, his team is working with retailers to find
solutions that will make shopping more convenient and help build bigger baskets. The
perfect example is the company's gold standard - s'mores one-stop-shop solution centers that merchandise Hershey bars, marshmallows and graham crackers. "Shoppers are
time-starved, so when these are merchandised together, it's a win-win-win," Price says.
"Retailers build bigger baskets, the shopper

38

y SHOPPER MARKETING FEBRUARY 2016

experience is enhanced and the items featured all produce sales growth."
He says it's critical that both his team and
their retailer partners understand the problem to be solved going into any project. "We
then align upfront on the key deliverables and
scorecard performance against aligned KPIs.
It's just about solving problems," he reiterates.
"If everyone doesn't know the objectives up
front, we're going to have a hard time solving
it and aligning on success metrics. And if we
try to do it after the fact, we'll be in trouble."
Price says a POPAI study conducted in 2014
showed that while consumers have a love and
passion for confection like no other category,
there is a major disconnect. Shoppers reported their frustration in shopping for candy and
rated it the worst in terms of shoppability and
findability and very low in terms of inspiration. Since those insights were uncovered,
Price's team set out to change that and has
found some recent successes.
With regard to organization structure, Price
says the Merchandising Center of Excellence
team represents the "voice of the shopper"
and works collaboratively with the company's
shopper insights team to help solve shopper
problems with a focus on creating an immersive and engaging shopper experience.
Collaboration with retailers will continue to
be a key focus. Leveraging case study results
that are grounded in shopper insights, the
team has built a menu of proven in-store solutions and capabilities, he says.



Table of Contents for the Digital Edition of Shopper Marketing - February 2016

Contents
Shopper Marketing - February 2016 - Intro
Shopper Marketing - February 2016 - 1
Shopper Marketing - February 2016 - 2
Shopper Marketing - February 2016 - 3
Shopper Marketing - February 2016 - Contents
Shopper Marketing - February 2016 - 5
Shopper Marketing - February 2016 - 6
Shopper Marketing - February 2016 - 7
Shopper Marketing - February 2016 - 8
Shopper Marketing - February 2016 - 9
Shopper Marketing - February 2016 - 10
Shopper Marketing - February 2016 - 11
Shopper Marketing - February 2016 - 12
Shopper Marketing - February 2016 - 13
Shopper Marketing - February 2016 - 14
Shopper Marketing - February 2016 - 15
Shopper Marketing - February 2016 - 16
Shopper Marketing - February 2016 - 17
Shopper Marketing - February 2016 - 18
Shopper Marketing - February 2016 - 19
Shopper Marketing - February 2016 - 20
Shopper Marketing - February 2016 - 21
Shopper Marketing - February 2016 - 22
Shopper Marketing - February 2016 - 23
Shopper Marketing - February 2016 - 24
Shopper Marketing - February 2016 - 25
Shopper Marketing - February 2016 - 26
Shopper Marketing - February 2016 - 27
Shopper Marketing - February 2016 - 28
Shopper Marketing - February 2016 - 29
Shopper Marketing - February 2016 - 30
Shopper Marketing - February 2016 - 31
Shopper Marketing - February 2016 - 32
Shopper Marketing - February 2016 - 33
Shopper Marketing - February 2016 - 34
Shopper Marketing - February 2016 - 35
Shopper Marketing - February 2016 - 36
Shopper Marketing - February 2016 - 37
Shopper Marketing - February 2016 - 38
Shopper Marketing - February 2016 - 39
Shopper Marketing - February 2016 - 40
Shopper Marketing - February 2016 - 41
Shopper Marketing - February 2016 - 42
Shopper Marketing - February 2016 - 43
Shopper Marketing - February 2016 - 44
Shopper Marketing - February 2016 - 45
Shopper Marketing - February 2016 - 46
Shopper Marketing - February 2016 - 47
Shopper Marketing - February 2016 - 48
Shopper Marketing - February 2016 - 49
Shopper Marketing - February 2016 - 50
Shopper Marketing - February 2016 - 51
Shopper Marketing - February 2016 - 52
Shopper Marketing - February 2016 - 53
Shopper Marketing - February 2016 - 54
Shopper Marketing - February 2016 - 55
Shopper Marketing - February 2016 - 56
Shopper Marketing - February 2016 - 57
Shopper Marketing - February 2016 - 58
Shopper Marketing - February 2016 - 59
Shopper Marketing - February 2016 - 60
Shopper Marketing - February 2016 - 61
Shopper Marketing - February 2016 - 62
Shopper Marketing - February 2016 - 63
Shopper Marketing - February 2016 - 64
Shopper Marketing - February 2016 - 65
Shopper Marketing - February 2016 - 66
Shopper Marketing - February 2016 - 67
Shopper Marketing - February 2016 - 68
Shopper Marketing - February 2016 - 69
Shopper Marketing - February 2016 - 70
Shopper Marketing - February 2016 - 71
Shopper Marketing - February 2016 - 72
Shopper Marketing - February 2016 - 73
Shopper Marketing - February 2016 - 74
Shopper Marketing - February 2016 - 75
Shopper Marketing - February 2016 - 76
Shopper Marketing - February 2016 - 77
Shopper Marketing - February 2016 - 78
Shopper Marketing - February 2016 - 79
Shopper Marketing - February 2016 - 80
Shopper Marketing - February 2016 - 81
Shopper Marketing - February 2016 - 82
Shopper Marketing - February 2016 - 83
Shopper Marketing - February 2016 - 84
Shopper Marketing - February 2016 - 85
Shopper Marketing - February 2016 - 86
Shopper Marketing - February 2016 - 87
Shopper Marketing - February 2016 - 88
Shopper Marketing - February 2016 - 89
Shopper Marketing - February 2016 - 90
Shopper Marketing - February 2016 - 91
Shopper Marketing - February 2016 - 92
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Shopper Marketing - February 2016 - 97
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Shopper Marketing - February 2016 - 118
Shopper Marketing - February 2016 - 119
Shopper Marketing - February 2016 - 120
Shopper Marketing - February 2016 - 121
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Shopper Marketing - February 2016 - 123
Shopper Marketing - February 2016 - 124
Shopper Marketing - February 2016 - 125
Shopper Marketing - February 2016 - 126
Shopper Marketing - February 2016 - 127
Shopper Marketing - February 2016 - 128
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