One of the recent marketing news at Hershey Co. is the digital marketing manager, Jeff Sommer, presentation Future shows in Boston. Hershey’s Chocolate World is engaged in correlating its weekly 37 percent increase in sales with a particular digital marketing interactive experience campaign at its in-store Hershey’s Chocolate World Time Square store (Nicastro, 2013). Hershey’s measures its year-over-year sales inside New York’s Times Square store – the campaign that allowed sweet lovers using touch screen interactive to design their ultimate peanut-buttery treat experience. Such a direct communication with consumers is a beneficial experience for both parties. The clients of the company are able to affect the company’s line of products by providing suggestions using interactive touch-screen display.
At the same time, Hershey’s announced a new line of confection in the United States, called the Lancaster that features a line of caramel soft cremes that will roll out nationwide in January 2014, including retail and convenience stores (Vending Marketwatch, 2013). This is the first in the company’s history that a new brand is presented that is not brand extension or acquisition in the past 30 years. It is possible that the interactive response from customers who used the interactive display, played a significant part in creation of such a caramel marvel. The Lancaster Soft Cremes provide a modern caramel taste experience to meet a growing consumer demand. This brand line would be available in three flavors such as caramel, vanilla and caramel, and vanilla and raspberry. Hershey’s marketing approach indicates that customer input and introduction of innovative products would be able to answer the increasing demand for Hershey’s products.
Reference: Nicastro, D. (2013, Oct 17). “Digital Marketing Files: Social is Sweet, But For Sales? #FutureM” CMS Wire. Retrieved from http://www.cmswire.com/cms/customer-experience/digital-marketing-files-social-is-sweet-but-for-sales-futurem-022850.php
Vending Marketwatch. (2013, Oct 15). “Hershey’s Introduces First New Candy Brand For U.S. In 30 Years”. http://www.vendingmarketwatch.com/news/11191648/hersheys-introduces-first-new-candy-brand-for-us-in-30-years
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