Building a candy store within the larger store
For decades, the Hershey Company has been a valued advisor to most major U.S. retailers. Their category insights are trusted to improve the shopper experience and boost in-store conversion, growing the overall confection category throughout their stores.
And yet, confection poses a challenge for retailers. Though margins are high and the category profitable, candy isn’t found on the typical shopping list. That means only 1 in 4 shoppers venture down the confection aisle, and a fraction of those are converting.
Wild Blue was tasked with improving those numbers, designing a category solution that heightened engagement and made the aisle easier to shop.
Rick Price, Senior Manager, Hershey’s Merchandising Center of Excellence