Hershey delivers category insights directly to retailers via tractor trailer
The Hershey Company is rolling out a tractor trailer to bring its insights directly to retail locations.
The 53-foot, expandable Mobile Customer Insights Center (MCIC) tractor trailer is an extension of Hershey’s Global Customer Insights Center (GCIC) that first opened in 2006 at the company’s headquarters in Hershey, PA. The snack manufacturer said retail partners have come to its headquarters to spend time at the GCIC, but not everyone can make the two-day commitment.
The trailer on the outside looks like “a rolling Hershey’s bar, punctuated with packages of Kit Kat, S’mores, Reese’s, Kisses and Twizzlers,” according to a blog entry. Inside, it resembles a convenience store, with shelves upon shelves of candy, mints, gum, chips and a check-out area.
As a mini-version of the GCIC, the MCIC trailer includes four expandable panels and opens into a 22 x 53-foot collaborative work space that can seat up to 15 people.
The MCIC is designed to an “experiential opportunity” for Hershey’s retail partners and the ability to discuss strategies and tactics with a team of category experts from the manufacturer. During the scheduled meetings, they can delve into shelf and product layouts, pay point tactics, store reinvention, merchandising queue lines, insights-driven sales and other topics. Insights may include when customers like to purchase salty vs. sweet snacks; which demographics purchase the most candy; and how to drive higher sales by simply rearranging a few key items. Hershey says the insights address the entire consumables category.
“The retail landscape is shifting at an unprecedented rate. To stay ahead, today’s retailers need a new playbook and that’s exactly what we’re bringing to their front door,” said Phil Stanley, Hershey’s chief sales officer, in a statement.
The truck will be making stops in Washington, D.C., Chicago, San Francisco, and smaller cities and towns in-between. Two dedicated MCIC subject-matter experts will be at all MCIC stops and work directly with retailers to implement the latest and most productive shopper and category strategies. More than 25 visits are planned by the end of the year.
- Hershey Unveils Mobile Customer Insights Center, Delivering Category-leading Expertise Directly To Retailers – Hershey
- Driving Retail Solutions With Our Mobile Customer Insights Center – Hershey
DISCUSSION QUESTIONS: Will Hershey’s roving insights trailer result in more effective category management execution at the retailers it visits? What do you see as the pros and cons to the MCIC project for Hershey?