Leveraging Consumer & Shopper Insight to Drive Relevant Connection

Date & Time

Wednesday, November 13, 2019, 3:45 PM - 4:15 PM


As the experience economy has changed consumer expectations, relevance relies on connecting products to the organic occasions occurring in their everyday lives. Incremental growth hinges on identifying consumption/eating and cultural occasions that provide new opportunities for core brands and The Hershey Company recognized one such occasion, back-to-school, as rich new territory for its 125-year-old icon brand, HERSHEY’S. This presentation will cover the strategic approach to winning in this space and the importance of connecting consumer and shopper insights to deliver on both emotional and functional needs.
  • Discover how balancing consumer and shopper insights leads to deeper, more engaging outcomes
  • Consider better ways to activate brand ideas holistically
  • Understand different approaches to leverage an activation idea at retail

P2PX19 Session Tracks

Best-in-Class Shopper Engagement