Company outlines ‘total commerce’ approach that blends digital and physical elements to enhance retail experience
HERSHEY, Pa., May 17, 2018 (GLOBE NEWSWIRE) — The Hershey Company (NYSE:HSY) released its second annual ‘In a Shopper’s World’ retail report ahead of the National Confectioner’s 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 percent1 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 times2 more valuable when they shop a retailer’s total commerce ecosystem.
“Our report outlines Hershey’s commitment to putting the shopper first. 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,” said Doug Straton, Chief Digital Commerce Officer, The Hershey Company.
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, Vice President, Customer and Category Development at The Hershey Company.
‘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.
For more information about Hershey’s commitment to the future of snacks retailing, please visit hersheyretailreport.com or visit The Hershey Company’s booth (#1601) at the NCA’s 2018 Sweets & Snacks Expo.
About The Hershey Company
The Hershey Company, headquartered in Hershey, Pa., is an industry leading snacks company known for bringing goodness to the world through its iconic brands, remarkable people and enduring commitment to help children in need. Hershey has approximately 18,000 employees around the world who work every day to deliver delicious, quality products. The company has more than 80 brands around the world that drive more than $7.4 billion in annual revenues, including such iconic brand names as Hershey’s, Reese’s, Kit Kat, Jolly Rancher, Ice Breakers and SkinnyPop.
For more than 120 years, Hershey has been committed to operating fairly, ethically and sustainably. Hershey founder, Milton Hershey, created the Milton Hershey School in 1909 and since then the company has focused on giving underserved children the skills and support they need to be successful. Today, the company continues this social purpose through ‘Nourishing Minds,’ a global initiative that provides basic nutrition to help children learn and grow.
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1 Source: Forrester Research
2 Source: Publicly available retail data
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