Hershey Co. understands the importance of strong collaboration with retail partners, particularly in the convenience sector, to increase shopper engagement through tactical merchandising strategies.
“To drive success in this channel, we work closely with retailers to apply key shopper insights to improve the overall shopping experience,” said Daniel Toole, vice president of small formats at Hershey, in a recent article. Company blog.
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The challenge is that rising fuel costs, inflation and lifestyle changes are driving consumers to smaller basket sizes and fewer visits to the store. So bundling is a key strategy, says Toole. Circana reports that 9 out of 10 shoppers purchase additional items on top of their convenience store items, with candy being one of the most common add-ons.
“Through attractive promotions, impactful imagery, clear signage and strategic merchandising, we help retailers create bundled solutions that not only deliver value but also encourage shoppers to try new products,” he said.
