How the Hershey Company continues to innovate

Our take: Company discovers correlation between merchandising the "digital shelf" and increased sales... | ------------

When Hershey was designing its new stand-up packaging, it was looking for more than just a beautiful bag for the store shelf — it also had to be beautiful on a cell phone screen.

“The packaging needs to be seen on a 5-inch screen, but it also needs to be easily identifiable in the same way from about 20 feet,” explains Doug Straton, chief digital commerce officer for The Hershey Company.

“If you don’t merchandise the digital shelf correctly, people may choose not to shop with you in the digital or the physical store.”

Although many foods are appealing, and even perceived as natural, in spite of containing synthetic additives, consumer increasingly prefer food products which are fully natural....

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