After years of managing product content with a patchwork of systems and manual processes, The Hershey Company made the strategic
Randy Mercer
April 29, 2025
From Chaos to Clarity: A Behind-the-Scenes Look at Hershey’s Product Content Transformation
As someone who’s spent the better part of two decades helping brands tackle the complexities of product information management, I’ve seen every variation of content chaos imaginable. But few success stories have impressed me quite like The Hershey Company’s.
What started as a conversation about syndication turned into a company-wide transformation—one that cleaned up their data, unified their teams, and fundamentally changed how Hershey delivers product content across the digital and physical shelf.
I recently sat down with Tricia Adams, Hershey’s Data Synchronization Manager, to revisit that journey. What follows isn’t just a case study—it’s a roadmap for any brand navigating the same terrain.
The Problem: Growth Brought Complexity. Legacy Systems Couldn’t Keep Up.
When Hershey first stepped into the GDSN space, they built a homegrown system focused primarily on logistical data. It was a smart move at the time. But as the business expanded—and as data demands exploded—it became clear that the old system couldn’t keep pace.
“We were getting more and more requests from retailers for attributes our system just couldn’t provide,” Tricia told me. “We were scrambling with manual workarounds just to keep things moving.”
That scramble wasn’t just inefficient—it risked revenue, brand consistency, and retailer trust.
The Pivot: From Patchwork to Platform
Hershey formed a cross-functional task force to evaluate next-gen solutions. What they quickly realized was that syndication alone wasn’t the answer. They needed a foundation: a central place where product data could be consolidated, validated, and enriched.
That’s when they implemented a Product Information Management (PIM) system—and paired it with our purpose-built 1WorldSync syndication solution. Our tool wasn’t just another platform to manage; it became the operational layer that streamlined how product content flowed from Hershey’s internal systems out into the market.
And perhaps most importantly, it eliminated the silos that had crept into the process.
“Everyone—from sales to marketing to e-commerce—was pulling different data from different places,” Tricia said. “Now, everyone’s pulling from the same source.”
The Payoff: Accuracy, Efficiency, and Peace of Mind
When we talk about ROI in this space, it’s not always about dollars saved—sometimes, it’s about hours recovered and headaches avoided.
One of Hershey’s biggest wins? They no longer worry about software maintenance or compliance updates. We handle that behind the scenes.
“Before, a major release meant weeks of prep on our end,” Tricia said. “Now, 1WorldSync takes care of it. We just get a notification when it’s ready.”
That’s what I often refer to as “technology insurance.” We build, manage, and evolve the system—so our customers can focus on growth, not GitHub.
Lessons in Leadership and Change Management
One of the most instructive parts of Hershey’s journey was how they achieved cross-functional alignment. Different teams had different expectations for what the solution should deliver. It took data, transparency, and a lot of internal diplomacy to land on the right approach.
In Tricia’s words: “We didn’t have incentives—we had conversations. We proved the solution would make their lives easier.”
It also required executive sponsorship. Without that senior-level push, the project might have stayed stuck in debate mode. But with leadership support, Hershey was able to implement both their PIM and 1WorldSync platform in lockstep.
Looking Ahead: What’s Next for Hershey—and the Industry
Today, Hershey manages over 14,000 SKUs across multiple retail and digital channels. Their workflows are automated, their data is validated before it ever leaves the building, and their internal teams are working from a single source of truth.
They’re also part of our early-access program for the new 1WorldSync UX—an upgraded interface designed to simplify navigation, speed up tasks, and give users better visibility into the content lifecycle.
“It feels modern and intuitive,” Tricia said. “I’m looking forward to seeing it fully live.”
As the retail landscape continues to evolve—especially with AI now shaping how retailers present PDPs—Hershey’s foundation gives them the flexibility and control to adapt without having to start from scratch.
Final Thoughts
If I had to distill the Hershey journey into one insight, it’s this: Don’t start with the technology—start with the pain points. Then build a system that’s scalable, flexible, and designed to meet those needs today and tomorrow.
We’re proud to play a small role in their success, and even more excited about where we go from here.
Randy Mercer
Randy Mercer is an omnichannel product content expert with over 15 years of experience in product information management, with a focus on retail, e-commerce, and foodservice. He currently serves as Chief Strategy Officer at 1WorldSync, where he leads the company’s global product management and solution architecture teams.
In his role, Randy aligns 1WorldSync’s portfolio with evolving customer needs and market trends, driving the expansion of existing capabilities, ideating new functionality, and identifying strategic acquisitions. With deep expertise in product data and digital content, he is committed to delivering value to the world’s largest CPG manufacturers and retailers across all channels.
