How In-Store Advertising Sweetens the Experience for Hershey's Customers
Total Retail Talks · with Brad Santanna, Steve Triplett · February 3, 2025 · 18 min
Summary
This episode explores how Hershey's leverages in-store advertising to elevate the customer experience and drive sales. It details Hershey's strategy for integrating digital advertising within physical retail spaces, emphasizing the importance of omnichannel marketing and measuring ROI. Ecommerce operators will learn how to strategically use in-store initiatives to enhance brand loyalty and influence purchasing decisions at the point of sale.
Key takeaways
Implement dynamic digital displays over static signage to capture attention and deliver targeted messages, significantly boosting engagement compared to traditional methods.
Integrate in-store advertising with broader digital marketing efforts to create a cohesive omnichannel strategy, ensuring consistent brand messaging across all customer touchpoints.
Utilize in-store advertising to support new product launches and promotions, capitalizing on the point of purchase to drive impulse buys and increase product visibility.
Measure the effectiveness and ROI of in-store advertising campaigns by tracking key metrics such as impulse purchases, sales uplift, and customer engagement to optimize future strategies.
Explore partnerships with in-store digital advertising providers to access expertise and technology for creating impactful sensory experiences that influence consumer behavior.
In episode 474 of Total Retail Talks, Editor-in-Chief Joe Keenan interviews Brad Santanna, head of omnichannel marketing at The Hershey Company, an industry-leading snacks company, and Steve Triplett, senior vice president of advertising sales at Vibenomics, an in-store digital advertising provider. Listen in as Santanna and Triplett provide insight into the benefits of in-store advertising…
What does this episode say about retail & omnichannel?
Implement dynamic digital displays over static signage to capture attention and deliver targeted messages, significantly boosting engagement compared to traditional methods.
What does this episode say about brand & content?
Integrate in-store advertising with broader digital marketing efforts to create a cohesive omnichannel strategy, ensuring consistent brand messaging across all customer touchpoints.
What does this episode say about analytics & attribution?
Utilize in-store advertising to support new product launches and promotions, capitalizing on the point of purchase to drive impulse buys and increase product visibility.
What does this episode say about retail & omnichannel?
Measure the effectiveness and ROI of in-store advertising campaigns by tracking key metrics such as impulse purchases, sales uplift, and customer engagement to optimize future strategies.
What does this episode say about retail & omnichannel?
Explore partnerships with in-store digital advertising providers to access expertise and technology for creating impactful sensory experiences that influence consumer behavior.
