How the 125-year-old Hershey Company continues to innovate, 2019-05-14
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When Hershey was designing its new stand-up packaging, it was looking for more than just a beautiful bag for the store shelf — it also had to be beautiful on a cell phone screen. “The packaging needs to be seen on a 5-inch screen, but it also needs to be easily identifiable in the same way from about 20 feet,” explains Doug Straton, chief digital commerce officer for The Hershey Company. “If you don’t merchandise the digital shelf correctly, people may choose not to shop . . ..
When Hershey was designing its new stand-up packaging, the company was looking for more than just a beautiful bag on the store shelf.
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