Case Study

Learn how VM’s Study/Track Display performance helped improve conversion and cross-purchase for the candy giant.

Harnessing need state driven merchandising


Channel: Convenience
Project Scope: Convenience Store Shopper Insights – Deep Dive

VideoMining helped Hershey’s identify the best placement locations for their merchandise in convenience by analyzing in-store traffic of the entire day. It enabled the candy giant to change candy location placement in convenience.


“We said, ‘Okay, let’s take all the people who bought and all the people who didn’t buy and look at every measure.’ When we did that, we found that day parts showed us some really different patterns of behavior.”

Susan LaPointe

Director of Shopper Insights, Hershey



For an impulse category like Candy, Day Parts showed some really different shopper behavior patterns calling for modified assortment and category pairing


Impulse category like Candy is rarely a trip-driver. But it’s a perfect "Add-On" with the potential to put one more buck into the basket

  • Traffic patterns are critical for Impulse merchandising
  • Candy Need-states call for revised assortment & pairing

Hershey's leveraged new in-store insights & worked with Retailers to improve category performance. LEARN MORE