Wrigley and Mars Chocolate North America are driving sales and increasing shopper engagement by working with retailers to implement their Transaction Zone Vision. Since launching the program in 2015, the companies have used research-driven insights to help retail partners boost sales at checkout through channel-specific recommendations.
To help their partners leverage the Transaction Zone Vision to its fullest, Wrigley and Mars Chocolate have developed proprietary tools to analyze retailers and build customized merchandising recommendations, intended to:
Satisfy the key Refresh, Reward and Remind Need States
Optimize category adjacencies
Maximize conversion of incremental, basket-building items
Over the past year, more than a dozen retailers across channels have begun working with Wrigley and Mars Chocolate to bring these insights to life and are seeing tangible results.
A national grocery retailer recently used Wrigley and Mars Chocolate's recommendations to test a redesigned self-checkout and subsequently saw need-state items experience a 20 percent dollar sales lift. The test indicates strong growth in unit sales and household penetration, as well as basket size.
With shopping environments and behavior continuously changing, Wrigley and Mars Chocolate continue to invest in global research to develop relevant insights retailers can apply across transaction zones. The companies' next phase of global research, currently being tested within the U.S., will help retailers better understand shoppers' behavior while in line, or "queuing," and maximize conversion during that part of the shopping trip.
"Jewel/Osco is working with Wrigley to leverage their Transaction Zone Vision insights to understand shopper behavior in the queue and how to best merchandise impulse categories to create positive shopping experiences, drive conversion and generate incremental sales," said Jeff Hancock, Assistant Sales Manager, Candy at Jewel/Osco. "When we partner with Wrigley, we know the program will be best-in-class and developed from both global and local insights that directly benefit our shoppers and total business."
Mars Inc. recently announced its intent to combine the two segments to create Mars Wrigley Confectionery. The combination will help deliver greater value to customers, and enable the segment to address consumer trends and insights holistically in what is increasingly seen as one global confections category.