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Suzanne Jones: “We want to make sure we’re engaging shoppers at all points during their journey” |
Hershey’s World Travel Retail team is now part of The Hershey Experience organisation following a restructure. The division, led by Hershey World Travel Retail Director Steve Bentz, will now report to Suzanne Jones, Vice President of The Hershey Experience.
World Travel Retail will now “leverage the portfolio, experiential retail concepts and innovative technology applications currently in Hershey’s Chocolate World attractions globally to bring new excitement to the travel retail channel,” said the company.
Jones said: “While our Hershey retail stores around the world are popular travel destinations, airports are the pass-through for many of our visitors. We want to make sure we’re engaging shoppers with our company and brands at all points during their journey and at their destination.”
“We are excited to have increased connectivity with The Hershey Experience team. We are already implementing experiential “˜store within a store’ concepts in the travel retail channel and this move will allow us to accelerate and expand that innovative work,” added Bentz.
The company said that the new Hershey Experience – Travel Retail team was committed to “bringing best-in-class category and channel insights to its travel retail partners”, and that it would continue to seek to unlock the potential for confectionery growth and find new shopper solutions in the channel.
