From mom-and-pops to the largest big-box on the block
The rise of ecommerce has permanently altered the way people shop, but as spending habits continue to evolve, it’s important to remember that change isn’t inherently bad.
The key is to be aware of what’s unfolding and react accordingly. Paying close attention to cultural shifts can yield big returns, as minor fads have a way of snowballing.
How Hershey responded
Ted Delgado discusses how the rise of ecommerce initially pinched Hershey Foods, since their chocolate bars were a popular impulse buy in retail locations — not necessarily conducive to massive online sales.
Yet by keeping up with the changing times and monitoring shifts in American tastes, Hershey was able to acquire several health-food brands and are now doing better than ever, utilizing both ecommerce and in-store traffic.
Ted pulls from his experience at Hershey to offer strategies for how any business can pivot with the changing pressures of their industry.
Ted Delgado, CPA, CGMA, MBA, CMA, CFM
Director, North America Controller, The Hershey Company
Hillary Parker, CPA
Principal, Clark Nuber P.S.