Shopper Marketing - April 2016 - 120


FEATURE: HERSHEY CANDY EXPERIENCE

" This is literally creating a shopping
experience for consumers that takes
them out of their usual shopping routine."
Rick Price, senior manager, Merchandising Center of Excellence, The Hershey Co.

experiences. Based on learnings from these
initiatives, Price says Hershey has "a solid playbook of experiential solutions" that can be
adapted to meet a variety of retailer store formats. "We've learned that a positive ROI can
be achieved in less than two years in stores
that sell $150,000 of confection annually."
Patty Fishman, vice president, health & wellness/general merchandise, Supervalu, says
the addition of this confection area is helping
the retailer exceed shoppers' expectations
and create a real point of differentiation every
day. "It has delivered an entirely new level of
engagement for our shoppers in those particular stores," she says. "It really has provided
a more immersive retail experience and gives
them a new way to interact with the category."
The "Big Brand" elements in the form of
the Hershey's Kisses, Reese's and M&Ms (from
Mars Inc.) fixtures have shown how strongly those brands resonate with shoppers in
the category, she notes, adding that sales of
products on those particular fixtures have
delivered sustained, triple-digit lifts since the
installation in addition to double-digit, sustained category growth overall.
Supervalu's decision to move forward with
the Candy Experience program came as a
120

y SHOPPER MARKETING APRIL 2016

result of strategic meetings with Hershey
around the attributes of the confection category and the potential growth to be unlocked
through this project, Fishman says. It was one
of a number of category initiatives undertaken by Supervalu over the past two years,
including the addition of best-in-class frontend fixtures and dedicated seasonal space in
all of its stores.
"We felt it was critical to improve upon the
fundamentals of the confection category within our stores first before moving forward with
this initiative, but we have now built a strong
and sustained business model we're continuing to implement through our partnership
with the team at Hershey," she says, adding
that it was very much a collaborative effort.
Speaking to the differences between the
final execution of the three stores, she adds
that the results have been highly consistent in
terms of the category sales improvement as
well as the sales lifts from the branded fixtures.
"That, in itself, is a testament to the potential
that exists for this type of in-store experience,
as we look forward this year to the next round
of installations." The partners will continue to
evolve the experience and provide the best
solution for each additional store, she says.



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
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