HERSHEY, Pa. — The battle between online and in-store shopping has been a conversation for years, but why can’t consumers do both? The average consumer takes nearly 60 shopping trips per month—both online and at brick-and-mortars, according to the Hershey Co.’s new retail report. And 33% of store purchases begin online, while 25% of online purchases begin in stores.
The report, Creating Value in a Shopper’s World, provides retailers with a guide to improving consumers’ shopping experience as well as winning over new shoppers.
“We’ve uncovered a simple shopper value equation and turned those insights into snacks retail fundamentals that define a pathway for unlocking untapped potential,” said Phil Stanley, chief customer officer for Hershey. “In the report, we also share our experts’ points of view and recommendations on what to do and how to do it. Growing in today’s complex retail environment requires unprecedented cross-functional collaboration and partner data sharing.”
Here are three insights from Hershey’s new retail report …