The Plume


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The Power of Getting on the List: Moving from Unplanned to Planned Purchases

In-store impulse purchases have long been a key revenue driver for retailers and manufacturers alike. A recent study shows that the average American consumer spends about $5,400 a year on unplanned purchases[1], and 3 in 4 Americans buy candy[2] at the register before checkout. Additionally, 68 percent[3] of U.S. consumers still say their primary location for making a spontaneous buy is in a physical store. But as consumers continue to migrate their shopping to digital channels, retailers are grappling with how to retain these crucial sales and what the unplanned experience should look like online.


Becoming Innovative Starts with Changing Your Thinking

As the Senior Director of Global Innovation, I have great visibility into the process of innovation at The Hershey Company. The hard work of a dedicated team over the last year has led to the award-winning launch of Hershey’s Gold, and our most recent recognition by Forbes as the world’s top 100 most innovative companies. While many of our partners and other creative, large businesses have established processes and teams for innovation, we think any employee at any level of an organization can be innovative. You don’t have to work in the technology industry or the R&D department to be an innovative thinker. Innovation is a mindset and a way of approaching new ideas and solving problems that transcends industries and job descriptions. How do you become innovative, you ask?


The Importance of Purpose-Driven Growth to Your Business

Purpose in business is a topic I have long been passionate about. After 23 years at Unilever, joining Hershey put a fine point on the role I see myself playing in accelerating Hershey along its purpose-driven journey. It’s clear to me that businesses in the future will not be given the permission to grow without purpose.


My Next Chapter: Unleashing Hershey’s Insights Driven Sales

Humbled is an understatement. Taking on leadership and responsibility for Hershey’s Sales organization, which our CEO, Michele Buck, rightly calls a “dynasty” is tremendous. The people that make up this dynasty are my friends, mentors and teachers. I’ve had the pleasure of growing the business over many years with Hershey’s talented people. I can tell you they are the very best in the business.


Three Tips for Making Content the King of your Business

As an experienced general manager, marketer and digital commerce guru, I’ve long championed the role content can play in driving business value. As my colleagues can attest, I’m a brazen evangelist for the five “Cs” in Hershey’s total commerce strategy - Connection, Content, Conversion, Community…all with the Consumer at the center. The education process around our new strategy is a key priority of mine.


4 Brands that Have Found Success in Their Core Formulas

Last month at the Sweets & Snacks Expo in Chicago, the Hershey team was thrilled to win gold for Gold, when the Expo’s Most Innovative New Product Award honored the Hershey’s Gold Standard Bar in the “Chocolate” category. Throughout The Hershey Company's 100-plus year history, it’s been creating exciting new recipes, like Gold, as well as Cookie Layer Crunch, Popped Snack Mix and more. But behind the buzz of all of the innovation and experimentation, Hershey has remained true to its core. Hershey’s Milk Chocolate, Kisses, Reese’s, Kit Kat and Ice Breakers—these are the classic brands that have built Hershey. They’re the iconic confections that fathers have shared with sons and grandmothers have shared with great, great granddaughters.


Bringing The ‘Ballsy’ Moves of Mid-Life Revolutionary Women Into The Spotlight

In recent years, many brands and marketers have focused on the millennial - they are, after all, the largest generational group in the US. However, in the wings of the millennial marketing frenzy, there is another audience breaking stereotypes and exploring new experiences now that they finally have the time and resources—the mid-life revolutionary woman.


Finding Your Csr Path – Just Follow The Breadcrumbs

Finding focus in CSR can be challenging.  Let’s be honest, almost all projects are worthwhile, because doing good is ... well, doing good.  But it is important to find a focus and chart your path because while companies have great capacity for doing good, we live in a world of limited financial and people resources.  As much as we may want to, we can’t work on every issue.