Shopper Marketing - April 2016 - 121


Wild Blue Technologies, De Pere, Wisconsin, handled the design, and DGS Retail
Inc., Chicago, produced the in-store d├ęcor
and fixtures. Steve McLean, president of Wild
Blue, acknowledges that not all categories
are as playful or have such a strong legacy
of emotional connections with consumers.
"Confection is simply a fun category to inno-

vate," he says. "The colors, shapes and brands
are iconic, and it's a category full of potential
to deliver happiness."
Working with different spaces in each store,
McLean says that designing well-thought-out
solutions to anticipated challenges is always a
component of the innovation process. "While
the products and materials used were all rela-

tively familiar, it is how those components
were leveraged to create forms and spaces
that delivered the differentiated shopper experience."
The collaborative effort continued through
to the producer, DGS Retail. Transforming the
high-level concepts and renderings into reality required high-level design and engineering, prototyping and even the
creation of custom-molded,
handmade components, says
Tom Vogt, president of DGS
Retail. "The biggest challenge
we faced was with the creation
of the 'candy toppers.' Hershey
wanted these large replicas of
the Reese's Peanut Butter Cup
and M&M's to be so realistic and
authentic that they would literally make you want to take a
bite out of them."
Price says the par tners
learned a lot about the level of
customization needed to seamlessly integrate the displays
within each store's unique layout as well as what factors drive
the most engagement with
shoppers and lead to more confection purchases. "These projects take a minimum of four to six months to
execute, but it's time well spent as evidenced
by the results we've seen to date. Our goal is
to grow our partnerships with other retailers to expand these in-store experiences to
more locations and allow more customers to
engage with these iconic confection brands
SM
in the future."
APRIL 2016 SHOPPER MARKETING y

121



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
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