MARS WRIGLEY: TRANSACTION ZONE DEVELOPMENT

Brand Positioning/Creative Direction/Art Direction/Graphic Development/Manufacturing Liaison

In partnership with Mars Wrigley, I led a strategic initiative to redefine the confectionery consumer journey across a diverse retail landscape. By analyzing behaviors in grocery, convenience, and "grab and go" environments, I developed a comprehensive journey map that pinpointed the "moments that matter." This research focused specifically on the psychology of the queue, identifying untapped opportunities to elevate brand visibility and transform the waiting experience from a point of friction into a moment of engagement.

Inspired by the digital-to-physical shifts seen in Hema and Amazon Go, I crafted a three-tiered strategic roadmap—Now, Next, and Future—to forecast the evolution of retail over a five-year horizon. This vision moved beyond traditional shelving, leaning into a conceptual shift where the transaction zone becomes a fluid, tech-integrated experience. This framework provided Mars Wrigley with a clear path to maintain category leadership as consumer expectations for speed and "frictionless" shopping continue to rise.

The strategy moved from theory to reality through a proof of concept with Circle K, featuring modular retail fixtures designed to optimize store flow and reduce congestion. The success of this pilot served as the catalyst for a massive global integration. This new retail approach is currently being rolled out to over 2,000 stores by 2028, with the strategic framework positioned to scale across the entirety of the retail estate, fundamentally changing how consumers interact with Mars Wrigley brands at the point of sale.

Transaction Zone Journey Mapping links actual consumer behaviors helps understand potential opportunities..

Core Shopper Behaviors coordinated to Marketing Directives wins consumer engagement in the Transaction Zone.

Key Insights with actionable direction across Now, Next and Future states of retail.