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Winn-Dixie and Hershey sweeten candy aisle for customers

Candy Experience could increase confectionery sales by double digits

Let’s face it; most candy aisles are hardly sweet. They’re downright dull.

But that might change if a new concept by Hershey Co. and American grocer Winn-Dixie pans out.

Winn-Dixie and Hershey are working together on a store-within-store section dubbed the “Candy Experience” that merchandises well-known Hershey products, plus competitors’ brands, in a colourful curvy display, set up near the checkout lanes.

The new concept (pictured) is replacing the traditional candy aisle in a Winn-Dixie store in Baton Rouge, La. for one year as Hershey does shopper research. Tests so far have found the section can increase confectionery sales by double digits.

Rick Price, senior manager of centre store evolution at Hershey, notes that many customers find the candy aisle the “hardest to shop and least inspiring in the store.” Thus, many shoppers leave a store without confectionery in their basket.

“Our re-imagined candy aisle addresses these challenges and makes candy shopping more convenient and memorable,” he says.

Read the full story here.

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