HERSHEY, Pa. -- Shoppers spend six times more when they use every commercial platform a retailer offers—mobile, online and in-store—despite 50% of all U.S. retail sales being digitally influenced, according to The Hershey Co.’s new retail report The Power of Search in a Shopper’s World.
The report, released May 17, addresses the challenges of engaging consumers on both the physical and digital spectrums. Hershey uses various shopper scenarios at Medley, a fictitious store-of-the-future concept, to illustrate the current state of snack shopping and what lies ahead.
The company detailed four key components of building a total commerce approach for making the snack-shopping experience as efficient and effective as possible: connections (pull consumers in), content (draw consumers closer), conversation (close the deal) and community (bond with consumers). Using these components to build a search and engagement strategy is crucial when creating a shopping experience that puts consumers at the forefront, the report said.
“Our report outlines Hershey’s commitment to putting the shopper first,” said Douglas C. Straton, chief digital commerce officer for Hershey. “As we deepen our understanding of when, where and how people search for snacks, we’re building a stronger muscle for advising our retail partners in an environment where shoppers seamlessly move between digital and physical retail.”
Here are seven insights from Hershey’s report …