Hershey’s: Stores of the Future
Challenge: CVS had remodeled a number of stores in the Northeast, as part of an early-stage redesign of all CVS locations with a new “Store of the Future” layout. The new design emphasized the Health & Beauty Aid area of the store (active beauty consultant now on-site) with less emphasis on other items/aisles, including candy/seasonal items (e.g., moved more toward the back with 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/seasonal 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 exploratory groups and one-on-one walk-throughs to explore:
• Knowledge and reactions 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.