Mars Wrigley Confectionery U.S. is making known the 2019 innovative merchandising incubator, a national program to provide retailers with the opportunity to receive merchandising solutions and drive sales. One to two retailers will be chosen to have a relationship with Mars Wrigley Confectionery to develop a customized test-and-learn solution aimed at tackling shopping challenges facing retailers.
“How consumers shop today is not how they will shop tomorrow. At Mars Wrigley Confectionery, understanding consumers now and in the future is at the core of our business. We believe that a long-term, impactful relationship is the catalyst to driving the future of shopping for both retailers and manufacturers. We are launching the Innovative Merchandising Incubator to help retailers connect with the consumer and provide mutual solutions for growth,” said Tiffany Menyhart, VP of U.S. category leadership.
The company continuously studies shopping behavior globally to understand the landscape and develop insight-driven solutions. It has collaborated with many U.S. grocery, c-store, drug and mass retailers for decades to propel in-store and in-aisle growth. The retailer(s) that will be selected for the innovative merchandising incubator will have the opportunity to tap into brand-new concepts, improve consumers’ shopping experience and drive sales. The custom-made solution will be unique to the retailer’s store, building on the company’s exploration of new merchandising innovations.
Retailers interested in being considered can fill out an online submission form. The submission period runs through May 31. Each submission will be evaluated on factors including national or strong regional presence, number of stores and a progressive mindset, open to implementing Mars Wrigley Confectionery’s in-store recommendations in select locations. Retailers will agree that research and results are property of Mars Wrigley Confectionery, not to be implemented with other manufacturing partners without consent. The retailer(s) chosen will be announced in early summer and work will start on a customized solution to be implemented in the second half of 2019.
“Today’s shoppers are leading more fluid lifestyles—always on-the-go and connected. But knowing the potential of chocolate, fruity confections, gum and mints to drive growth, Mars Wrigley Confectionery is committed to sharing its global insights to help retailers think differently about how to capture their attention during the in-store on online journey,” said Menyhart. “We’re looking forward to helping an agile retailer adapt to new demands and stay ahead of the rapid changes happening not only in the confectionery category but also with treats and snacks products overall.”
Mars will provide retailers with new category leadership recommendations at this year’s Sweets and Snacks Expo. The company will host a panel discussion on May 22, on how retailers can adapt digital shopping experiences to drive impulse purchases.
Mars is headquartered in McLean, Virginia, operating in more than 80 countries with more than 100,000 associates.