Hershey’s: Seasonal Shopping Exploratory
Challenge: Two major Hershey’s retailers, AAFES (general merchandise retailers for Air Force and Army personnel and their families) and CVS faced increased competition from key competitive retailers (e.g., Target, Walmart, grocery stores, Walgreen’s, and club stores), particularly for candy purchases.
Objective: To help AAFES better understand military household shoppers’ behavior and preferences and help CVS learn how to better position its seasonal offerings against key competitors.
Solution: Plan-it conducted qualitative exploratory studies among AAFES and CVS shoppers and competitive shoppers across key markets.
Result: Ultimately, Plan-it made recommendations for improving the overall shopping experience, fine-tuning the product offerings, and more effectively utilizing merchandising, signage and promotions to draw more consumers to the stores, and encourage larger purchases, once in-store.