Hershey's is Betting Big on Gold

Hershey's Gold is highlighted in an Ad Age feature story about the company expanding its snacking portfolio and CEO Michele Buck's vision for Hershey's as a "snacking powerhouse."

(Originally published on TheHersheyCompany.com)


The new issue of Ad Age includes an extensive feature on The Hershey Company (a DiversityInc Noteworthy Company) with an emphasis on our expanding snacking portfolio and the monumental introduction of Hershey's Gold. There are three main focuses of the piece:

We're serious about snacking. The article mentions our CEO Michele Buck's vision for our company as a "snacking powerhouse," notes how our acquisition of KRAVE got us into the growing jerky market and also points out how the planned acquisition of Amplify Snack Brands like SkinnyPop will further solidify our snack credentials.

We're betting big on Gold. Our VP GM Chocolate Chuck Raup says it best: "This isn't just a bar. This is a moment in time for our company where we really feel like this is the next big generation of bars for Hershey." The author notes that the big marketing push for Hershey's Gold begins this month and will be geared toward millennial and Hispanic audiences, both of which are key to growth.

We're a great retail partner. The article ends with a nod to the ways in which we are engaging with consumers online and helping our retail customers sell wherever and however people shop. Todd Tillemans, President U.S., is optimistic about our approach to e-commerce: "We're not intimidated at all," he says.

Read the Ad Age article here.

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Hershey Releases ‘Shopper’s World’ Retail Report

Company outlines 'total commerce' approach that blends digital and physical elements to enhance retail experience

Originally published by The Hershey Company.

The Hershey Company 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.