MARS WRIGLEY: TRANSACTION ZONE DEVELOPMENT

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

Direction: In partnership with Mars Wrigley, I led a strategic initiative to redefine the confectionery consumer journey across grocery, convenience, and "grab and go" environments. By analyzing shopper behaviors, I developed a comprehensive journey map that pinpointed the "moments that matter"—focusing specifically on the psychology of the queue to transform waiting from a point of friction into a moment of engagement. Inspired by digital-to-physical shifts in modern retail, such as Hema and Amazon Go, I crafted a three-tiered "Now, Next, and Future" strategic roadmap to forecast category evolution over a five-year horizon and ensure long-term category leadership in an increasingly frictionless shopping environment.

Design: To translate this strategic vision into tangible retail environments, I developed a tech-integrated physical design framework. This began by reimagining traditional shelving into a fluid transaction zone that met rising consumer expectations for speed and seamless interaction at the point of sale. I then engineered modular retail fixtures tailored to optimize store flow, improve navigation, and reduce congestion in high-traffic checkout areas. Finally, I designed and piloted a targeted fixture prototype with Circle K to test in-store flow, validate the journey mapping research, and refine operational performance prior to widespread scaling.

Dividend: These strategic and design solutions delivered significant long-term value by transforming theory into a scalable global retail model. The initial Circle K proof of concept successfully demonstrated improved store flow and reduced congestion, creating a clear catalyst for larger-scale investment. This success secured a massive global rollout spanning over 2,000 stores by 2028, with the framework positioned to scale across the entirety of Mars Wrigley's retail estate. Ultimately, the project established a flexible five-year roadmap that fundamentally shifts how consumers interact with Mars Wrigley brands at checkout, driving ongoing engagement in a rapidly changing retail landscape.