The Hershey Company’s utilisation of augmented reality (AR) and image recognition aligns with the launch of Reese’s Caramel Big Cup, aiming to support retailers in data-driven decision-making and sales enhancement. Andy Hunt, Hershey’s manager of applied digital innovation, detailed this tech-driven initiative. AR assists retail territory sales leads (TSLs) in visualising optimal product placement, allowing them to use tablets to generate images illustrating the product’s appearance in specific store locations. Concurrently, image recognition tracks merchandise placement, gathering insights on sales impact. These technologies promise insights to share with retail partners and have already shown promising results, with Florida-based TSLs using AR tools to presell and maintain displays. Hershey anticipates extending these innovations to streamline operations, minimise errors, and introduce new products via targeted media strategies, signalling a broader application beyond current product lines.

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