R2I LEADS CPG BRAND GIANT HERSHEY TO DIGITAL TRANSFORMATION

The Hershey Company is an industry-leading snacks company known for bringing goodness to the world through its iconic brands like Hershey’s, Reese’s, Kit Kat, Twizzlers, and more. Hershey faced challenges such as lack of governance and control, inefficient manual systems, and a non-cohesive data strategy which contributed to a poor and more costly user experience overall. The previous digital ecosystem lacked an underlying CX strategy and technical strategy, preventing consumers from interacting with Hershey’s world class products and content.

R2integrated helped Hershey find a solution that elevated the CX and provided a strong technical foundation. Through interactive discovery workshops, user-research, and close collaboration with The Hershey Company, R2i presented a transformational shift for the organization, ultimately launching in a new website called Hersheyland. The UX architect and UI designer worked hand in hand from the outset, collaborating on UX/UI design to provide wireframes that represented a functional, high-fidelity design system backed in user research. The outcomes was a new experience that serves consumers as a central hub to access engaging content across all brands. The architecture allows for strong individual brand integrity while also breaking down organizational and technical silos. The result is a true digital transformation that both centers CX, opens up new SEO opportunities, and allows for additional cross-sell and upsell strategies for Hershey and its family of products.