The Hershey Company, in partnership with International Shoppes, reports that it has successfully implemented a merchandising project to increase impulse purchasing and ease of shopping at IS’ Philadelphia International Terminal store.
The goal of the project was to grow impulse purchasing for confection at the queuing/till point area by leveraging confection category insights. Confection — the most impulsive category in duty free –accounts for only 8% of confection buyers’ purchase close to the till point, says Hershey, citing the CIR Global Study 2014.
Hershey says that its updated queuing/till point merchandising project is designed to increase conversion at the register. The program fills the area around the cash till with a carefully curated product range featuring the best performing impulse snacking items, and uses brand blocking to make shopping easy and capture shoppers during their final dwell time in the store.
Since implementation, International Shoppes queuing/till point confection sales have grown by double digits, outpacing passenger traffic and Americas’ confection growth, says the company.
“Hershey is excited to partner with International Shoppes to maximize impulse purchases, which is one of Hershey’s three category growth drivers to capture unmet demand within the confection category,” said Amy Wilson, manager category strategy at The Hershey Company.
“Hershey has a strong commitment to understanding the channel and sharing this knowledge with our retail partners to drive confection category growth,” Wilson adds.
The Hershey Company shared its global shopper research findings, which were generated by commercial development agency Counter Intelligence Retail, and its latest category vision and strategy during the TFWA event at Cannes in October. The CIR global study brought together feed-back from more than 50 different nationalities and covered a range of key subjects such as motivations and reason for purchase, the latest footfall and conversion figures, and understanding the barriers to buying.
“Hershey’s World Travel Retail Team’s objective is to be the leading global confectionery knowledge source our partners trust to turn insights into category activation,” added Nancy Giambanco, Americas business manager at The Hershey Company, “We greatly appreciate and value our partners for their support and trust in us to advise on how to grow the full confection category within duty free.”
“International Shoppes is very excited with the results of Hershey’s reset of the queuing area at our largest store in the Philadelphia International Airport. We are enjoying tremendous growth with Hershey’s brands as well as the full category in the newly merchandised area,” said Matthew Greenbaum, International Shoppes vice president.
“Their implementation of headers for each section with calls to action such as ‘Last Chance to Buy’ look great and generate a sense of urgency for the customer to purchase. I look forward to replicating this partnership in our other outlets.”