Hershey

The Hershey Company

Learn how R2i and Adobe enhanced personalization strategies on the Hershey website to evolve the consumer experience.
Industry
Consumer
Technology
Adobe AEM
Adobe Analytics
Services
Experience Design
User Experience (UX)
Technology
Strategy & Insights
Digital Marketing
Media

Challenge

The Hershey Company, commonly known as Hershey's, is an industry-leading snacks company known for bringing goodness to the world through its iconic brands. A leading manufacturer of baked products, such as cookies and cakes, and seller of beverages like milkshakes, and many more that are produced globally, Hershey faced challenges such as lack of governance and control, inefficient manual systems, and a non-cohesive data strategy which contributed to a poor and more costly user experience overall. Possessing a multitude of diverse, independent sub-brands, each with their own digital domain, Hershey lacked the governance and control they required for effective management all of their owned entities from their industry leading parent-brand. 

Solution

Through an interactive and thorough discovery workshop consisting of stakeholder and user interviews, comparator breakdown and deep website analysis, in collaboration with The Hershey Company, R2i arrived upon a solution that would soon be recognized as the transformational shift for the organization. Digitally transforming separate, siloed, multifaceted brands, into the “Hersheyland Hub” meant true digital transformation of all brand entities to a unified network, resultantly unveiling new cross-sell and upsell opportunities for Hershey and its family of products.  

Impact

  • DIGITAL TRANSFORMATION

    Consolidation of systems and platforms in a fully hosted and managed cloud environment.
  • UX ENHANCEMENTS

    User-friendly, quick and simple, mobile-first, consumer-driven navigation.
  • VALUE REALIZATION

     45% lower bounce rate, 213% increase in average session duration, and 92% increase in pages per session.


The Goods

  • Strategy & Insights
  • Digital Marketing
  • Technology
  • Experience Design
  • Media