Wrigley and Mars to release new transaction zone insights in 2017

By Douglas Yu

- Last updated on GMT

This is the Jewel-Osco test of the optimized queue, as part of their work with Wrigley’s Transaction Zone Vision program.  Photo: Mars
This is the Jewel-Osco test of the optimized queue, as part of their work with Wrigley’s Transaction Zone Vision program. Photo: Mars

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Mars Wrigley is working with retail partners, including Jewel-Osco, to understand shopper behavior in checkout queues and how to best merchandize impulse categories.

The partnership forms part of Mars Wrigley's Transaction Zone Vision, a program that launched in 2015 to “help retail partners boost sales at checkout through channel specific recommendations".

Redesign self-checkout based on shopper insights

The Snickers maker reported that a separate national grocery retailer recently took its recommendations from the program to test a redesigned self-checkout and saw “need-state items experience a 20% dollar sales lift”.

“The test indicates strong growth in unit sales and household penetration, as well as basket size,”​ said Mars. However, the company refused to disclose which grocery chain it worked with.

Photo: Mars and Wrigley

One of the key insights provided through the program is that 60% of shoppers do not mind standing in line and recognize benefits of doing so when products they need are there, according to vice president of US sales and operations at Wrigley, Edward Taylor.

“This represents an opportunity for retailers to help them easily satisfy refresh, reward and remind need states during this time,”​ he said.

Place confectionery products to meet consumer needs

Health and wellness trends continue to be an important topic for the entire food industry, Taylor said.

He quoted from a recent survey by Gongos, a research firm specializing in customer-focused new product development, showing that 89% of shoppers in the drug channel believe confectionery “has a place within a balanced lifestyle”.

“So it’s essential for retailers to help shoppers find products that meet their needs, and fulfill the reasons they come to the category in the first place,”​ Taylor said. “Our findings and tools will help retailers maximize their space in the transaction zone to provide options to meet a balanced lifestyle while also satisfying the need of shoppers to treat themselves.”

Outlook for 2017

Director of US category management for Wrigley, Tiffany Menyhart, told ConfectioneryNews the company will continue to invest in global and US customer-specific research next year.

“Our next phase of research around the Transaction Zone Vision is currently being tested within the US,” ​she said. “In 2017, we will not only continue our partnerships with grocery and mass retailers, but also grow the Transaction Zone Vision program within convenience, drug and value stores.”

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