Hershey’s asked DEG to develop a direct-to-consumer (DTC) strategic plan to gather first-party data to better understand customer behavior and extend its lead in the confectionery industry.
Chocolate. Simply saying the word conjures up images of the deliciously sweet treats we grew up enjoying—and probably still enjoy to this day. While nearly everyone immediately knows the look and taste of “The Great American Chocolate Bar,” even one of the most famous brands needed to adapt to the ever-changing customer expectation of online shopping.
The challenge
Since 1894, The Hershey Company has made confectionery treats a staple in grocery store aisles everywhere. As consumer shopping channels continue to shift online, Hershey’s asked DEG to develop a direct-to-consumer (DTC) strategic plan to gather first-party data to better understand customer behavior and extend its lead in the confectionery industry.
To start, DEG focused in on the most important customer insight: Most shoppers buy sweets to satisfy a craving. But if purchasing treats as a gift, shoppers are likely to spend more and purchase unique products, especially when shopping online.
The strategy
To encourage more planned purchases of late-stage-differentiated products, Hershey’s needed to create a frictionless path to purchase that would allow anyone to learn about its products and find exactly what they’re craving or gifting when visiting its website.