Mars Wrigley forms new retail support ‘transaction zone’ team backing stores
Mike Gilroy, of Mars Wrigley, with the company's new product award at Sweets & Snacks Expo. Pic: Neill Barston
Mars Wrigley has unveiled a major business strategy at the recent Snacks Expo in Chicago, with its latest initiative to support retail customers – The Transaction Zone Team, writes Neill Barston.
As the company, which also claimed honours at the key Chicago confectionery event claiming an award for its Extra Refreshers fruity mix sugar-free chewing gum, has created a new internal consultancy of front-end experts tasked with implementing market solutions for category managers and in-store operations.
“At Mars Wrigley, we’re always listening to our consumers and working with our retail partners to re-shape the future of the industry by creating better moments in-store and on-shelf,” said Tim LeBel, President of Sales at Mars Wrigley.
“Beyond being at the forefront of the snacks and treats category, we are thought leaders in understanding retail challenges and identifying pivotal solutions to make the shopping experience more efficient and engaging, maximizing shopper loyalty and retailer profits.”
As the business noted, self-checkout has been around for more than two decades, but only about half of transactions presently go through it. Less than a year after Mars Wrigley revealed its Accelerating Impulse Moments (AIM) program – a four-pillar platform focused on developing conversion strategies to reimagine impulse shopping through transaction zone reinvention, snack aisle optimisation, secondary display growth, and digital solutions execution – the company has invested heavily in strategically growing The Transaction Zone Team around shopper insights that are critical to evolving check out.
“At Mars Wrigley, we’re committed to category leadership and are laser focused on industry growth,” said Mike Weinstock, Vice President of Category Leadership at Mars Wrigley. “That’s why we’re doubling down efforts to identify solutions that solve for front-end challenges, including the industry-wide self-checkout gap. Our new Transaction Zone Team has already established itself as a go-to resource for retail partners looking to reinvent the transaction zone.”
Since the consultancy was initially formed in September 2021, it has built proprietary tools that unlock insights around transaction zone performance at retail, developed a new conversion model that identifies solutions for key transaction zone audiences, and extended the company’s reach by engaging not just with large retail, but with all retail formats. Together, these actions have informed Mars Wrigley and its retail partners about the most impactful ways to optimize checkouts now, reimagine the self-checkout terminal and queue area next, and grow frictionless checkout in the future.
Beyond the transaction zone, this past year Mars Wrigley has also helped retail partners reach shoppers through Voice AI advancement studies and has motivated consumer purchases with innovative, on-trend product offerings that satisfy shoppers’ values and evolved tastes.