Shopper Marketing - April 2016 - 117


to navigate and find what they're looking for.
Changing shopper preferences also played a
role in the development of the "Candy Experience," a store-within-a-store concept that is being tested in stores with great results. "We opted
to develop best-in-class capabilities to create fun
and engaging shopper experiences to connect
with Millennials, while at the same time still resonating with Baby Boomers and the iconic confection brands they know and love," says Price.
As a category advisor within most major U.S.
retailers, Hershey looked for a way it could use
its Insights-Driven Performance (IDP) approach
to improve the shopper experience and in-store
customer conversion to grow overall confection category for its retail partners. "We wanted
to help our retail partners create in-store experiences that not only draw people in, but also
reward them with a more satisfying shopping
experience that is engaging and easy to maneuver," Price says. "Through this approach and
working with our shopper insights partners, we
learned what types of elements shoppers were
looking for from their candy aisle experience."
Their feedback, Price says, is what ultimately
shaped the designs of the in-store displays.
And while Hershey brands were to be center stage in this endeavor, Price concedes that
the push to create this store-within-a-store
was done, in part, simply to increase customer loyalty to the retail location and all top confection brands. The displays are focal points of
the Candy Experience - with toppers shaped
like Reese's Peanut Butter Cups and Hershey's
Kisses, graphics of unwrapped candy, bright
colors and convenient organization by usage
occasion such as candy dish, premium, movie
& snack and grab & go.

"A lot of consumer research went into the
design of the in-store displays to build upon
the science of how shoppers navigate and
what makes an emotional connection," Price
says. The curved aisles and white fixtures
provide a clean, less-cluttered look and are
perceived as more inviting to shoppers, and
since shoppers can really only visually process
about four feet of space at a time, he says the
design and division by usage occasion improves findability and gives the perception of
greater variety.
"We also wanted to create fun experiences for shoppers with some of these iconic
brands," he says. "We've found that shoppers
are actually stopping and taking selfies by the
in-store displays. The displays are helping to
establish an emotional connection with our
brands and are increasing aisle dwell time.
This is literally creating a shopping experience
for consumers that takes them out of their
usual shopping routine."
As of late February, Hershey is testing the
concept in one Winn-Dixie (Southeastern
Grocers) store and three Cub Foods (Supervalu Inc.) locations. Price says his team works
with each individual retail partner to design
custom in-store experiences that will yield the
best results based on insights and their customer data. While brand elements and overall design are consistent across stores within the Cub
Foods locations, each has a different layout.
"There's freedom to create while still adhering
to some core design principles," says Price.
The team at Hershey and each retailer
aligned on joint goals at the beginning of the
process, sharing insights and data on a quarterly basis to continue to track and measure
APRIL 2016 SHOPPER MARKETING y

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

Contents
Shopper Marketing - April 2016 - Intro
Shopper Marketing - April 2016 - 1
Shopper Marketing - April 2016 - 2
Shopper Marketing - April 2016 - 3
Shopper Marketing - April 2016 - Contents
Shopper Marketing - April 2016 - 5
Shopper Marketing - April 2016 - 6
Shopper Marketing - April 2016 - 7
Shopper Marketing - April 2016 - 8
Shopper Marketing - April 2016 - 9
Shopper Marketing - April 2016 - 10
Shopper Marketing - April 2016 - 11
Shopper Marketing - April 2016 - 12
Shopper Marketing - April 2016 - 13
Shopper Marketing - April 2016 - 14
Shopper Marketing - April 2016 - 15
Shopper Marketing - April 2016 - 16
Shopper Marketing - April 2016 - 17
Shopper Marketing - April 2016 - 18
Shopper Marketing - April 2016 - 19
Shopper Marketing - April 2016 - 20
Shopper Marketing - April 2016 - 21
Shopper Marketing - April 2016 - 22
Shopper Marketing - April 2016 - 23
Shopper Marketing - April 2016 - 24
Shopper Marketing - April 2016 - 25
Shopper Marketing - April 2016 - 26
Shopper Marketing - April 2016 - 27
Shopper Marketing - April 2016 - 28
Shopper Marketing - April 2016 - 29
Shopper Marketing - April 2016 - 30
Shopper Marketing - April 2016 - 31
Shopper Marketing - April 2016 - 32
Shopper Marketing - April 2016 - 33
Shopper Marketing - April 2016 - 34
Shopper Marketing - April 2016 - 35
Shopper Marketing - April 2016 - 36
Shopper Marketing - April 2016 - 37
Shopper Marketing - April 2016 - 38
Shopper Marketing - April 2016 - 39
Shopper Marketing - April 2016 - 40
Shopper Marketing - April 2016 - 41
Shopper Marketing - April 2016 - 42
Shopper Marketing - April 2016 - 43
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