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.