By providing its deep insights and proprietary tools, the Hershey Front End
Team is making a difference for retailers and changing the way they engage consumers at the front of the store," says the spokesman.
Produced with research partners Meridian Consulting and Shook Kelley, the Kraft-sponsored project aimed to understand the motivations and emotions of shoppers as they approach the front end
zone, and to use that knowledge to design a more positive experience.
With more products vying for space at the front end
, it is becoming more difficult to effectively merchandise and create a mix that maximizes sales while addressing customer needs.
The new project builds upon a previous study in 1998 that estimated the value of products sold in the front end
to be $4.
One key issue for retailers is determining what they want to display at the front end
The second phase, now underway, is studying data from 500 stores to figure out how best to manage the front end
Traditionally merchandising at the front end
is split up between all the different departments whose products are represented there.