Editor’s note: Mars Wrigley and eye square are finalists of the 2023 Client/Supplier Collaboration award, a category in the Marketing Research and Insight Excellence Awards. The winners of the awards will be announced on November 14 during a virtual celebration. To find out more about the awards, visit QuirksAwards.com

The Digital Store Lab initiative was started by Mars Wrigley in early 2022 with the ambition of increasing sales by identifying improvement opportunities for online stores. Mars Wrigley and eye square’s collaboration has identified numerous shopper growth opportunities for Mars and its retail partners. 

The two-year collaboration has transformed the Mars Wrigley processes and customer partnerships, enabling shopper insight to tangibly drive excellence in execution. The work has resulted in stronger retailer relationships for Mars, accelerated category growth online and increased category share.

Both insight teams shared more about the collaboration, which secured them a spot as a finalist in the 2023 Client/Supplier Collaboration Award category. 

Mars Wrigley: Mutuality is a core principle for Mars. We believe in the value of mutual growth, and this extends to our suppliers and partners. We are ambitious but we also want our partners to share in our success over the long-term. We therefore focus on longer-term objectives and success factors, not just individual projects. 

eye square: Understanding the human experience as people interface with technology has always been a core mission for eye square. Our collaboration with Mars has proven instrumental in advancing this mission. Through this partnership, we've had the invaluable opportunity to deepen our insights into the human experience within the e-commerce landscape. The challenges presented by Mars not only invigorate our team but also align seamlessly with our mission. 

Mars Wrigley: Mars spoke to a number of dif...