The Hershey company has rolled out category insights directly to retailers using a truck and trailer. The transport is a 53-foot expandable Mobile Customer Insights Centre (MCIC) tractor-trailer which Hershey’s will use as its Global Customer Insights Centre. The GCIC was originally opened at the company’s headquarters in 2006, but many retailers were unable to travel to visit the facility. “Retail partners have come to our headquarters to spend time at the GCIC, but not everyone can make the two-day commitment,” said a spokesperson for the company.
The truck is covered with the company’s products including Kit Kat, S’mores, Reese’s, Kisses and Twizzlers. Inside it is said to look like a convenience store with shelves of candy and even a checkout. The truck gives retailers the opportunity to discuss strategies and tactics with its team of category experts. Subjects include; shelf and product layouts, pay point tactics, store reinvention, merchandising queue lines, insights-driven sales and other topics.
“The retail landscape is shifting at an unprecedented rate. To stay ahead, today’s retailers need a new playbook, and that’s exactly what we’re bringing to their front door,” said Phil Stanley, Hershey’s chief sales officer, in a statement.
Hershey’s plans to visit more than 25 American towns and cities by the end of the year.