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Hershey Rolls Out New Omnichannel That Blurs Online and Offline

August 30, 2018: 12:00 AM EST
Hershey Co. has a ‘digital’ strategy that is centered on four components, search, content, conversion, and community. It is designed to enhance the company’s competitive advantage and help it succeed in the emerging omnichannel marketplace and holds that there is no offline and online division, but rather a continuum between the two. The initial goal is to convert a purchase, but the long-term goal is repeat purchases and to earn a place on the consumers digital shopping list. Hershey is also experimenting with digital impulse sales.  [Image Credit: © THE HERSHEY COMPANY]
Keith Nunes, "Inside Hershey’s digital strategy", Food Business News, August 30, 2018, © SOSLAND PUBLISHING COMPANY
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