Mars Wrigley Confectionery U.S. announced that up to two retailers will be chosen for its 2019 Innovative Merchandising Incubator, a national program to provide retailers with the opportunity to receive new merchandising solutions and drive sales.
Through May 31, U.S. retailers can submit their unique in-store and/or in-aisle challenges when selling confections for a chance to work with Mars Wrigley Confectionery.
The selected retailer will be announced in July, and the custom solution will be implemented through December 2019.
McLean, Va.-based Mars produces brands including M&M’s, Snickers, Twix, Extra and Orbit. The company operates in more than 80 countries and employs more than 100,000 people.
Mars studies shopping behavior globally to understand the landscape and develop insight-driven solutions, and the company has collaborated with many U.S. grocery, c-store, drug and mass retailers for decades to propel in-store and in-aisle growth.
“How consumers shop today is not how they will shop tomorrow,” said Tiffany Menyhart, VP of U.S. Category Leadership. “At Mars Wrigley Confectionery, understanding consumers now and in the future is at the core of our business. We believe that a long-term, impactful relationship is the catalyst to driving the future of shopping for both retailers and manufacturers. We are launching the Innovative Merchandising Incubator to help retailers connect with the consumer and provide mutual solutions for growth.”
Each submission will be evaluated on several factors, including national or strong regional presence, number of stores — and a progressive mindset, open to implementing Mars’ in-store recommendations in select locations.
“Today’s shoppers are leading more fluid lifestyles — always on-the-go and connected,” said Menyhart. “But knowing the potential of chocolate, fruity confections, gum and mints to drive growth, Mars Wrigley Confectionery is committed to sharing its global insights to help retailers think differently about how to capture their attention during the in-store on online journey. We’re looking forward to helping an agile retailer adapt to new demands and stay ahead of the rapid changes happening not only in the confectionery category, but also with treats and snacks products overall.”
In addition to launching the Innovative Merchandising Incubator, Mars will provide retailers with new category leadership recommendations at this year’s Sweets and Snacks Expo, particularly around the seamless shopping evolution.
The company will also host a panel discussion on how retailers can adapt digital shopping experiences to drive impulse purchases. The panel will take place on May 22 and led by:
- Andrew Capron, Vice President of New Transactions, Mars Wrigley Confectionery U.S.
- Vince Hummel, Global Category Leadership Director – New Transaction Points, Mars Wrigley Confectionery
- Piper Ortiz, Director of Category Leadership – New Transactions and Emerging Business, Mars Wrigley Confectionery
- Sarah Petrovic, Site Merchandiser, Meijer