**Hershey’s Sweet Shift: Embracing AI to Boost Retail Success**
In the ever-changing world of retail, one chocolate company is at the forefront, striving to keep consumers happy and shelves stocked. Hershey, known for its delectable sweets, is transforming its operations with the help of artificial intelligence (AI). Stephanie Berman, the vice president of US retail sales at Hershey, has been with the company for 26 years, and she knows a thing or two about the challenges in the retail market. Her insights shed light on how Hershey is using technology to meet the needs of modern shoppers, proving that even candy makers can embrace innovation.
As people’s shopping habits evolve, there’s a growing desire for convenience and simplicity. Consumers want to find their favorite treats without hassle, and retail environments are becoming more complex to navigate. Hershey’s field sales team, consisting of 1,100 members, is tackling this challenge by working directly with about 75,000 locations across the country. This unique structure helps Hershey better understand its customers and ensures that its beloved products are readily available for everyone.
Hershey recognizes that AI is not just a fanciful gimmick but a valuable tool that can enhance the capabilities of its sales team. Berman emphasizes the importance of harmonized data and consumer-driven insights, enabling the company to make smarter, faster decisions. With AI, their team can create strategies that cater directly to shopper preferences, helping the chocolate giant maintain its competitive edge in the candy aisle.
Two innovative examples from Hershey’s recent journey highlight how AI is revolutionizing their operations. One inspiring story comes from a territory sales lead who decided to think outside the box—or rather, the candy display. Instead of resorting to traditional methods, she took it upon herself to learn coding and created an interactive NFC chip for product displays. This clever upgrade allows anyone with a smartphone to scan the chip, discovering a real-time planagram of what the display should contain. As a result, Hershey saw a remarkable 10% increase in compliance on these displays.
Another team concocted a new routing solution that streamlines the way sales representatives navigate their routes. Faced with inefficiencies, these team members rolled up their sleeves and developed a tool that improves the agility and optimization of sales routes. With over 1,000 individuals on the team, knowing where to go and when is crucial for keeping Hershey chocolate flowing to store shelves. Thanks to the innovation and hard work of these employees, Hershey’s sales team can focus on what really matters: connecting with customers.
While technology and AI can enhance efficiency, Berman insists that it is not about replacing the people behind the chocolate bars. It’s about augmenting their processes and empowering them to do their jobs better. Hershey believes that the blend of technology and human insight is where the magic happens. They are committed to using AI as a supplement to understanding customer needs and solving real-world challenges, rather than treating it as an all-encompassing solution.
As Hershey boldly steps into the future with AI by its side, it remains rooted in the principles that have led to its success—putting the consumer first and ensuring the end user’s needs are at the forefront of decision-making. So next time you reach for a Hershey bar, remember that there’s more than chocolate at play; it’s a well-orchestrated symphony of technology, teamwork, and a sweet dedication to making shopping a little bit easier for everyone.
