Hershey had an idea to convert different sections of the candy aisle into different shopper experiences, with only three specific mandatories: the cubic footprint of the concept had to fit within the retailer’s current space, it had to accommodate a new assortment strategy, and it couldn’t disrupt any adjacent categories.
We started with the existing 64’ single-sided candy gondola, dividing areas into individual “storefronts.” Each storefront was given a theme that aligned with key product attributes and/or usage occasions. While our concept actually reduced total candy SKUs, the de-cluttering served to boost sales by making it easier to find favorites and discover new products. “Power brands” received top-billings, with smaller vignettes created for premium, seasonal and niche products. We varied the heights and looks of signage to cast a true “main street USA” look, and added interactive digital technology to encourage engagement.
Once design was approved, Wild Blue engineered and fabricated a fully functioning prototype. Our installation teams then transported and set up the fixtures in a Joplin, Missouri store, ready for several weeks of testing and data analysis.