Friday February 19, 2010

Hershey To Collaborate On In-Store Promos

Hershey, PA — The Hershey Co. will share its consumer research with retailers for improved confectionery sales and to gain a “competitive advantage in our category for years to come,” according to CEO David West.

Insights Driven Performance (IDP) is the new partnership between Hershey and key retailers designed to capitalize on the company’s “deep knowledge of consumer behavior and shopper preferences,” and will include amping up in-store promotional efforts, the company states.

Upscale front-end displays, register racks with increased capacity, color-coded candy aisles and digital displays on “smart” shopping carts in certain locations will be part of the initiative, the company says.

West reveals such programs should begin rolling out in 2011 as pilot programs are already in place and more are expected later this year.