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Wrigley panel to explore ‘transaction zones’

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CHICAGO — Next week, Wrigley aims to take a closer look at how in-store placement sways consumer purchasing behavior.

The Mars Inc. subsidiary plans to hold a panel discussion titled “Meeting Shopper Needs in the Transaction Zone” on Wednesday, May 25, at the National Confectioners Association Sweets & Snacks Expo in Chicago.

The candy maker said the discussion will provide insights from experts at Wrigley, Mars Chocolate, WD Partners and Walgreens on how to adapt to current trends in the retail arena and better meet shopper needs at checkout.

Participants slated for the “Transaction Zone” panel include Raj Shroff of WD Partners, Jason Donica of Walgreens, Bill Frazer and Tiffany Menyhart of Wrigley, and Shaf Lalani of Mars Chocolate North America. The discussion will be held at 3 p.m. in the NCA Insights Theater.

Wrigley and Mars unveiled the “transaction zone” merchandising concept last fall, describing it as a fresh look at how to fulfill the needs of on-the-go shoppers.

The candy brands identified all the places that customers check out — or “transaction zones” — as areas to focus merchandising efforts. These include the front end — the largest impulse area of the store — as well as the pharmacy, cafe, smartphones and “buy online, pick up in store” models. They noted that retailers and manufacturers must boost conversion of impulse items across all these zones, regardless of the channel.

And based on extensive research, Wrigley and Mars also named three key shopper need states — refresh (the need to recharge), reward (the desire for a treat) and remind (items missing from the shopping list) — that each should be addressed in a certain amount of display space.


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