We were approached by The Hershey Company to help create a strategy digitizing their personalization campaign and to allow time-crunched travelers inside airports across the USA to create unique and bespoke gifts on the go.
Having rolled this program out in an analog fashion, Hershey’s approached us to engage new audiences by offering a digital platform with personalized-printed stickers, which gets applied to their bulk bags of kisses.
Hershey Kisses to-go is the sweetest gift.
THE OEG ROLE:
We were selected by Hershey in August 2016 to be their Digital in-store integrator, focusing primarily on hardware and after sale support for their out-of-home digital programs. This enabled us to understand the brands reach on a retail level and how they are integrating digital into their ecosystem.
Being asked with designing and developing a turnkey program for their airport installations, we wanted to create an engaging user experience layered with the latest in hardware and technology to continue to push the boundaries of the digital/physical continuum.
After being supplied the POS display specifications, we crafted a strategy, taking into account their budget, timelines, technology and hardware specifications as well as their end-users attributes since we’re dealing with customers in a travel setting.
Our engineering team started by researching various 3rd party printer options as well as touchscreens that could be housed within the current infrastructure and POS system. This meant that our UX/UI team had the always interesting job of marrying hardware [touchscreens] with software [POS software] and brand assets [CTA’s & creative].
The deployed solution sees travelers walking up to this experience and choose, through a pull down bulk dispensing handles, a variety of siloed kisses. The user journey is divided into 4 parts, each one dynamically and seamlessly working with the other to create a unique customer journey for Hershey’s.
That journey looks like:
- Dynamic and engaging content is displayed on the “home” screen to entice and attract customers to use the screen
- The application detects the user’s proximity and switches to an activation screen
- Application recognizes the user’s gender and age and displays the offer with a customized look and feel.
- The customer receives the promotion or offer via RFID, BLE or QR scan