Hi-Chew Goes DTC With New E-Commerce Experience and Loyalty Program
Candy brand Hi-Chew is getting front and center with its consumers, launching a new direct-to-consumer e-commerce experience, along with a new loyalty program.
Hi-Chew.com offers the brand’s full product assortment across all flavors and formats, including Stand Up Pouches, Peg Bags, and Sticks, in a new online experience. The company also introduced a personalization component, integrating a “Find Your Flavor Quiz” to guide consumers toward preferred products based on their palate.
Teruhiro Kawabe (Terry), chief representative for the U.S., and president and CEO of Morinaga America — parent company to Hi-Chew — said consumer experience has always been a top priority for the organization.
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"Over the years, we have been hearing from our brand fanatics on their desire to purchase all Hi-Chew product lineup with the tap of their fingers," said Kawabe. "We're excited to launch this e-commerce platform to connect more directly with our brand fans, and to meet the growing demand for a dedicated Hi-Chew shopping experience."
Additionally, a new free loyalty program allows consumers to earn points from qualifying purchases, redeeming them for products and exclusive merchandise.
DTC Exploration Continues
Consumer goods companies are increasingly looking to bolster their brand awareness via DTC efforts, leaning on loyalty to attract shoppers online and in their own stores in addition to the retail partnerships that get products on the shelf.
CGT’s Sales & Marketing Benchmark Research Report reports that 27% of CG manufacturers planned to start a DTC upgrade within the next 12-18 months.
Yeti, for example, recently upgraded its direct-to-consumer website to elevate consumer experience, showcase product value, and also simplify buying decisions. Other companies, like Spanx and Melissa & Doug, pivoted toward physical retail for their DTC efforts, launching pop-ups and flagship stores.
Some, like Ralph Lauren, are doing both: The company expanded its Canadian presence, launching a dedicated e-commerce platform along with its first luxury brick-and-mortar store in the country in September.
