Path to Purchase Expo

Save the Date!

October 2-4, 2018 | Minneapolis Convention Center | Minneapolis, MN

Seasonal Section Reinvention: Combining Shopper Behavior with Shopper Attitudes

Date and Time: 
Thursday, September 28, 2017 - 8:00am to 8:45am
Insights to Activation

Hershey wanted to reinvent the seasonal aisle at a national chain. It started by using eye tracking, shopper observations, in-depth shop-alongs and intercept interviews to gain an understanding of shopper triggers in the seasonal section. Hershey then applied those learnings to create new merchandising, signage, aisle flow and assortment changes based on shopper needs for the season. In this session attendees will:

  • Discover how to identify the key shopper behaviors to redesign a section.
  • Get advice on how to use different research approaches to develop more robust shopper insights.
  • Learn how to use eye tracking to help assist with section redesign.
Anne Stephenson
Shelley Christianson

Speaking at this Session

Shelley Christianson

Sr. Manager of Shopper Insights
The Hershey Company

Shelley Christianson was awarded the 2015 Global Knowledge and Insights Award for delivering results, innovation and collaboration at Hershey. She is a leading expert on shopper insights and spoke at the 2015 Omni Shopper Conference. Before joining Hershey, Christianson worked in shopper marketing at SC Johnson and Kimberly-Clark. She uses her collaborative style to create and implement shopper based strategies. Christianson is a Faculty member for the Path to Purchase Institute.


Anne Stephenson

Explorer Research

Anne Stephenson has more than 25 years of marketing and research experience including packaged goods, retail and pharmaceuticals. Prior to joining Explorer, she was the marketing director for the Post Cereal division at Kraft. Stephenson is passionate about delivering actionable insights that help clients grow their business. She is an Institute Faculty member of the Path to Purchase Institute.