Hershey’s: Stores of the Future
Challenge: CVS had remodeled several stores in Massachusetts, New Jersey, and New York, as part of an early-stage redesign of all CVS locations with a new “Store of the Future” layout. The new design emphasized the Healthy & Beauty Aid area of the store less emphasis on other items/aisles, including candy/seasonal items (e.g., moved more toward the back, including the presence of active beauty consultants on site. This new approach placed decreased shelf/display space, etc.).
Objective: CVS and Hershey’s wanted to better understand how the new design would impact candy-buying behavior, and determine how to optimize the candy/season aisles with this shift in design prior to the full launch of the “Store of the Future” redesign across the retail chain.
Solution: Plan-it conducted a Qualitative Exploratory study to explore the following issues in-depth:
• Awareness of/reaction to “Store of the Future” layout; specific likes and dislikes overall
• Reaction to the placement, size, contents of the seasonal, candy, and checkout areas
• Effect of layout on shopping behavior/purchases, particularly for candy/seasonal items
Result: Findings and insights from this study were used to guide and inform future improvements to the layout of CVS stores and recommendations for strategies to increase candy/seasonal item sales.