Shopper Marketing - April 2016 - 118


FEATURE: HERSHEY CANDY EXPERIENCE
At Winn-Dixie

success, Price says. The goal was to deliver incremental confection category sales growth
of more than 25%, enhance shopper loyalty
through a better shopper experience, and get
ROI payback in two years or less.
While Hershey executives expected confection category growth, the results have surpassed initial forecasts. Since the launch at
Winn-Dixie 12 months ago, the store has seen
sustained double-digit lifts (more than 25%)
in category sales.
Shopper feedback points to the simplicity,
convenience of the concept and a fun, en118

y SHOPPER MARKETING APRIL 2016

gaging experience. "The improved customer
experience at Winn-Dixie has led to greater
overall shopper loyalty and satisfaction, and
has greatly enhanced our understanding of
the shopper's needs," Price says. "All of these
learnings will be key as we continue our work
with additional retailer partners on designs
that are customized specifically to their stores
and shoppers."
Both the Winn-Dixie and Supervalu initiatives were part of one-off tests to help retailers plan for future store openings or remodels
that put an emphasis on enhanced shopping



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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Shopper Marketing - April 2016 - 116
Shopper Marketing - April 2016 - 117
Shopper Marketing - April 2016 - 118
Shopper Marketing - April 2016 - 119
Shopper Marketing - April 2016 - 120
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