Today, retail and media channels are more closely intertwined than ever. When retailers and manufacturers use that to their advantage and work together, they can also grow sales together. The Hershey Company’s Charlie Chappell, head of integrated media and communications planning, and Doug Straton, chief digital commerce officer, share insights on the benefits of holistic retail planning.
Retailers and manufacturers are continually collecting data. Sharing that data with one another requires trust and communication. But when you adopt a holistic planning approach, you can create paths to smarter spending and improved targeting, together, all while finding new keys to unlocking your snacks retail potential.