The Hershey Co. has released its second annual “In a Shopper’s World” retail report ahead of the National Confectioners Association’s 2018 Sweets and Snacks Expo. The Power of Search in a Shopper’s World showcases how to build a retail experience around the shopper, extending the concept of search across digital and physical retail. Hershey experts outline four key strategies for building a total commerce approach where shoppers can find snacks when, where, and how they choose to shop.
Under the banner of fictitious retailer Medley, Hershey shares shopper-centric concepts that address the retailer challenge of engaging shoppers in a world where 50% of all purchases are digitally influenced. Consumers expect the blending of online content, creative merchandising, and immersive experiences as they make purchasing decisions across traditional and digital platforms. The payoff for retailers is significant, however, with shoppers becoming six times more valuable when they shop a retailer’s total commerce ecosystem.
“Our report outlines Hershey’s commitment to putting the shopper first,” says Doug Straton, chief digital commerce officer, The Hershey Co. “As we deepen our understanding of when, where, and how people search for snacks, we’re building a stronger muscle for advising our retail partners in an environment where shoppers seamlessly move between digital and physical retail.”
In addition to sharing retail search strategies that apply to both digital and physical shopping, Hershey provides updates on front-end and in-aisle merchandising concepts presented in last year’s “Shopper’s World” report.
“Our customizable retail solutions balance retailer goals and shopper experience—an expectation of today’s modern shopper,” explains Phil Stanley, VP, customer and category development at The Hershey Co.
The Power of Search in a Shopper’s World is published by Hershey’s Global Customer Innovation Center (GCIC). The report is a window into the expertise that lives inside the GCIC, a space where retailers come together with Hershey experts to collaboratively solve challenges facing the industry today.