DSNTV: WAG’s Shannon Curtin talks innovation, co-creation

“If your brand was delisted tomorrow, would anybody care?”

That’s the cold, hard question retailers and manufacturers need to confront. That was a key message Shannon Curtin, Walgreens group VP beauty, personal care and seasonal, had for attendees of a special one-day summit co-hosted by The Drug Store News Group and the Mack Elevation Forum in August. “Care equals long-term revenue potential. When there is no care, brands simply do not exist,” she said.

Curtin, part of a high-charged lineup of top thought leaders in merchandising, marketing and brand building that headlined the event, “Seven Ideas to Create the Future,” discussed the art of “Co-creation Innovation,” the key obstacles that stand in the way of true collaboration between manufacturer and retailer partners and the critical rules of engagement to drive mutual success. Her presentation was recorded on DSNTV and is part of the DSN Executive Viewpoints video series.

Curtin talked about the rules of co-creation and brands that are seizing on the power of co-creation, citing examples in the social media space as well as actual companies that Walgreens has partnered with to co-develop successful programs and help transform the way the retailer looks at its customers and its business.

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