{"id":12014,"date":"2024-03-11T09:11:50","date_gmt":"2024-03-11T09:11:50","guid":{"rendered":"https:\/\/dmsretail.com\/RetailNews\/product-innovation-meets-tech-innovation-with-the-launch-of-reeses-caramel-big-cup\/"},"modified":"2024-03-11T09:11:50","modified_gmt":"2024-03-11T09:11:50","slug":"product-innovation-meets-tech-innovation-with-the-launch-of-reeses-caramel-big-cup","status":"publish","type":"post","link":"https:\/\/dmsretail.com\/RetailNews\/product-innovation-meets-tech-innovation-with-the-launch-of-reeses-caramel-big-cup\/","title":{"rendered":"Product innovation meets tech innovation with the launch of Reese\u2019s Caramel Big Cup"},"content":{"rendered":"

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You may have seen our <\/span><\/span><\/span><\/span><\/span><\/span>January 11 big-game ad <\/span><\/span><\/span><\/span><\/span><\/span><\/span>and the \u201cbig change\u201d to <\/span><\/span><\/span><\/span><\/span><\/span>Reese\u2019s<\/span><\/em><\/span><\/span><\/span><\/span> Peanut Butter Cups. Back in November, we started working with our retail partners to launch this greatest combination since chocolate met peanut butter:<\/span><\/span><\/span><\/span><\/span><\/span> <\/span><\/span><\/span><\/span><\/span><\/span>Reese\u2019s<\/span><\/span><\/em><\/span><\/span><\/span><\/span> Caramel Big Cup<\/span><\/span><\/span><\/span><\/span><\/span><\/span>. We were so excited about the layering of chocolate, peanut butter and gooey caramel that we put together a cross-organizational campaign to promote this new product. The initiative brought together our capabilities in augmented reality and image recognition to assist retailers in making data-driven decisions that boost sales. To further assist our retail team, we also allowed Hershey\u2019s non-retail employees to help with this busy launch through our<\/span><\/span><\/span><\/span><\/span><\/span> <\/span><\/span><\/span><\/span><\/span><\/span>Helping Hands<\/span><\/span><\/span><\/span><\/span><\/span><\/span> program \u2013 it was the first time we expanded this program for a product launch.<\/span><\/span><\/span><\/span><\/span><\/span><\/p>\n

To discuss the technology supporting the launch, I sat down with my colleague, Andy Hunt, Hershey\u2019s Manager of Applied Digital Innovation. Andy detailed how we deployed these commercial capabilities to support the debut of this irresistible innovation.<\/span><\/span><\/span><\/span><\/span><\/span><\/p>\n

The <\/span><\/span><\/strong><\/span><\/span><\/span>Reese\u2019s<\/span><\/em><\/strong><\/span><\/span><\/span> Caramel activation is like none that Hershey has ever seen. Can you talk about what\u2019s different?<\/span><\/span><\/strong><\/span><\/span><\/span><\/h4>\n

Absolutely. We wanted to pair our enthusiasm for Reese\u2019s Caramel with a go-to-market approach that is bigger than ever. On the retail front, we\u2019re using two proprietary technologies that we\u2019ve designed and built to drive decisions, track performance, collect actionable data and boost sales\u2014augmented reality and image recognition. I\u2019ll explain how they work together.<\/span><\/em><\/span><\/span><\/span><\/span><\/p>\n

Let\u2019s start with augmented reality. Say a Hershey retail Territory Sales Lead (TSL) is doing a walk-through with a store manager, and they say \u201cWe\u2019ve got this amazing new Reese\u2019s Caramel piece of merchandise we want to put on the floor. We think we should place it at self-checkout.\u201d Using augmented reality, they can then generate an image on their tablet of what the product would look like in that very spot, in that very store. When the store manager says \u201cHey, that looks great, let\u2019s do it,\u201d the rep goes back, pulls out the merchandise and places it on the floor. Then, they snap a photo. That\u2019s where image recognition comes in.<\/span><\/em><\/span><\/span><\/span><\/span><\/p>\n

The image recognition identifies the specific piece of merchandise and the exact in-store location of the display. With this we combine tracking sales in real time. As an added layer of tracking and data collection, it allows us to understand what effect the placement has on sales, the experience within the store and our products. So when our TSL suggests locations for product placements down the line, they\u2019ll have robust data to back up their recommendations. <\/span><\/em><\/span><\/span><\/span><\/span>\u00a0<\/span><\/span><\/span><\/span><\/span><\/span><\/p>\n

How do you see these innovations benefiting retailers in the future?<\/span><\/span><\/strong><\/span><\/span><\/span><\/h4>\n