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has declined led the chain to convert some
of the space previously devoted to print
magazines to stocking still more packaged
food such as snack mixes and jerky.
"My expectation of a vendor is that
you're the marketing experts," Hancock
said. "You need to bring the insights to
me. There's a certain trust level that I have
to believe that the data is accurate and not
biased. The whole category has to do well.
I can't just have one brand do well. When
you have that type of trust, it makes my job
a lot easier."
The change was a huge success, increasing conversion rates from 15% to 55%.
Jewel rolled out the remodeled checkout
lanes to all of its stores in February as part
of a set of banner-wide changes meant
to improve the shopper experience. The
updated Chicago stores particularly emphasize fresh products, offering expanded
produce, bakery and meat departments
and more convenience items including
ready-to-eat meals, salad kits and pre-cut
Not all of the suggestions Mars brought
to Jewel worked. The partners tested using
LED lights to illuminate displays within the
confectionery aisle at 15 stores but saw no
sales lift. However, that same technology
applied to the checkout section increased
sales by 8%, so the lights were integrated
y SHOPPER MARKETING AUGUST 2017
into the line remodels.
"We'll test stuff at Jewel-Osco," Hancock
said. "If the idea isn't working, we'll walk
away. You have to keep evolving and stay
Finding new ways to appeal to impulse
shoppers is important for Mars as the manufacturer evolves to a rapidly changing retail environment. They are already considering how to sell in a world of Amazon Go,
where shoppers aren't grabbing product
while waiting in line to pay. "We're taking
transaction zone to transition zone," Menyhart said. "Leading on the front end is
also leading when the front ends change
drastically or go away completely."
Mars is also working on ways to appeal
to shoppers who don't set foot in stores,
based on the results of a study they conducted that found impulse purchases are
actually twice as significant online as they
are in a conventional retailer.
"Impulse exists both online and in line,"
said panelist Shaf Lalani, vice president,
customer experience, Mars Chocolate
North America. "We are working with a
number of retailers to help them understand the digital path to purchase and
how people are deciding what they want
to buy and when they want to buy it, and
how to get them to put items in their digiSM