Hershey’s new mobile customer insights centre (MCIC) tractor trailer. Credit: The Hershey Company.

Chocolate maker The Hershey Company has launched a new mobile customer insights centre to assist its retailer partners nationwide.

The 53ft tractor-trailer acts as a mobile extension to the company’s global customer insights centre (GCIC) at its headquarters in Pennsylvania, US.

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It features four expandable panels and a collaborative workspace to accommodate 15 people.

A team of expert consultants at the mobile customer insights centre will offer store managers advice on aspects such as merchandising optimisation, store layouts, queues, checkout counters, food service, product innovation and shopper marketing concepts.

“To stay ahead, today’s retailers need a new playbook and that’s exactly what we’re bringing to their front door.”

The retailers can apply these insights directly to their stores across all shopping channels, including online and offline markets.

Hershey‘s chief sales officer Phil Stanley said: “The retail landscape is shifting at an unprecedented rate. To stay ahead, today’s retailers need a new playbook and that’s exactly what we’re bringing to their front door.

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“The mobile customer insights centre is an important next step in our insight-driven journey to ensure Hershey provides our retail partners with the most tailored, strategic insights we have to offer.

“And since we’re bringing the mobile customer insights centre right to our customers, we’re able to set even more of our retail customers up for success.”

In addition, the centre will also make stops in various cities, including Washington DC, Chicago and San Francisco, where two subject-matter experts will work directly with retailers to implement productive shopper and category strategies.