410. Inside the art of experiential retail at Hershey’s
Retail Gets Real · with José Raul Padron · March 17, 2026 · 24 min
Summary
Physical retail isn't dead; it's evolving into immersive brand experiences. This episode reveals how Hershey's designs
Key takeaways
Focus on creating 'brand homes' that tell a story and offer unique, shareable moments beyond just transactions to drive cultural relevance and customer connection.
Leverage sensory elements and thoughtful design to transform ordinary shopping into memorable, immersive experiences that digital channels cannot replicate.
Invest in strong visual merchandising and store layout to optimize customer flow, engagement, and ultimately, sales.
Consider pop-up shops or temporary activations to test new concepts, generate buzz, and engage customers in novel ways.
Retail stores remain powerful spaces for storytelling, connection and cultural relevance. José Raul Padron, design lead for the Hershey Experience at The Hershey Company, joins this episode of Retail Gets Real to share how thoughtful retail design transforms everyday shopping into memorable experiences. From immersive brand homes to viral product moments, he says physical retail continues to evolve in a digital-first world.(00:00:00) From chocolate legacy to retail design leadership(00:06:04) Why physical retail still matters in a digital world(00:11:17) Building immersive retail moments that capture culture(00:14:07) Where creative inspiration for retail design comes from(00:16:31) Inside the Hershey’s creative hub in Pennsylvania(00:17:49) Career advice for the next generation of retail creativesThe National Retail Federation is the world’s largest retail trade association.Every day, we passionately stand up for the people, policies and ideas that help retail succeed.Resources:• Become an NRF member and join the world’s largest retail trade association• Learn about our retail education platform, NRF Foundation, at nrffoundation.org• Learn about retail advocacy at nrf.com/advocacy• Find more episodes at retailgetsreal.comRelated:• 394: Halloween trends: What’s driving record spending• <a href="https://nrf.com/blog/how-kraft-heinz-deploys-omnichannel-strate
What does this episode say about retail & omnichannel?
Focus on creating 'brand homes' that tell a story and offer unique, shareable moments beyond just transactions to drive cultural relevance and customer connection.
What does this episode say about brand & content?
Leverage sensory elements and thoughtful design to transform ordinary shopping into memorable, immersive experiences that digital channels cannot replicate.
What does this episode say about conversion & cro?
Invest in strong visual merchandising and store layout to optimize customer flow, engagement, and ultimately, sales.
What does this episode say about retail & omnichannel?
Consider pop-up shops or temporary activations to test new concepts, generate buzz, and engage customers in novel ways.
