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Hershey intros mobile customer insights center

Hershey is literally taking its show on the road.

The company, best known for its expansive line of sweets, unveiled its new 53 ft. expandable mobile customer insights center, or MCIC.

Featured inside a tractor trailer, the MCIC will take shoppers insights and snacks expertise directly to its retail partners across the country.

“The retail landscape is shifting at an unprecedented rate. To stay ahead, today’s retailers need a new playbook city, and that’s exactly what we’re bringing to their front door,” Phil Stanley, chief sales officer at Hershey, said. “The MCIC is an important next step in our insight-driven journey to ensure Hershey provides our retail partners the most tailored, strategic insights we have to offer. And since we’re bringing the MCIC right to our customers, we’re able to set even more of our retail customers up for success.”

The MCIC trailer features four expandable panels that open into a collaborative workspace, seating up to 15 people. It also provides consumers with the opportunity to discuss strategies and results with a team of subject-matter experts.

Hershey also has two dedicated subject-matter experts who will be at all MCIC stops, which include Washington, D.C., Chicago and San Francisco. The experts will work directly with retailers to implement the most productive shopper and category strategies.

“We’re committed to helping retailers succeed, and we do this by putting the shopper at the center of everything we do,” Todd Tillemans, U.S. president of Hershey, said. “The MCIC is a direct output of this strategy. With more than 25 visits planned before year-end, we look forward to strengthening our partnerships with customers across the United States and helping these retailers better serve their shoppers’ needs.”
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