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Hershey Partners With Walgreens to Drive Traffic

DEERFIELD, Ill. -- Walgreens is teaming up with The Hershey Co. for a marketing program that looks to increase visits and incremental purchases within a key shopper segment. The drug chain will run the pilot program in two key markets this summer, according to a report by Supermarket News.

"We plan on conducting consumer interviews to determine how effective the program is at connecting with this shopper segment," Phillip Stanley, Hershey's vice president of customer marketing, told the trade magazine.

Shopper marketing programs target ways consumers behave as shoppers, leveraging data and intelligence to the benefit of the retailer, brand and purchasers.

Walgreens executives hope to gain insight into driving change in shopper behavior. "Shopper marketing is the next wave of growth marketing and makes good use of marketing dollars," said Catherine Lindner, vice president of retail marketing for Walgreens, told Supermarket News.

The pilot is one of several to be conducted by members of the Retail Commission on Shopper Marketing. Established by the In-Store Marketing Institute and consulting firm The Partnering Group, the RCSM was formed last year to establish a new industry standard for guiding the shopper marketing collaborative process, the magazine reported.

The pilot's results will be revealed in a report released later this year.

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