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CDMA to host 88th Annual Trade Expo in Tampa, Fla., in 2014

BY Michael Johnsen

TAMPA, Fla. — CDMA on Monday announced that its 88th Annual Trade Expo will be held at the Tampa Convention Center in Tampa, Fla., from Jan. 28 to 31, 2014. The annual event brings together front-end suppliers with buyers from regional drug chains, regional drug wholesalers, independent pharmacies, grocery stores and convenience stores.

The event includes a welcome reception and a Lunch & Learn with Dr. James Rouse from BackJoy, who will be speaking about “Optimum Wellness” and the 88th Annual Chairman’s Reception and Dinner. 

CDMA will market exhibiting suppliers before the trade show by organizing a pre-show mailing to all attending buyers, providing product emails to buyers and promoting products through various show communications.  

CDMA buyers who carry the Quality Choice private label health and beauty product line will have the opportunity to meet directly with QC Suppliers to take advantage of special deals. QC will also be hosting a Store Brand Enrichment program focusing on the product, price, placement and promotion of private label programs and the new QC vitamin program.

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Winning the Target healthcare guest

BY Antoinette Alexander

CHICAGO — All too often retailers fall short when it comes to meeting the healthcare needs of their consumers, who not only demand more from their overall shopping experience, but also are increasingly looking for ways to curb rising healthcare costs and live healthier lives. Today’s successful retailers are working to strike a balance of value and quality, and are developing innovative solutions to strengthen their foothold along the frontlines of U.S. healthcare. In short, the winners are delivering a valuable healthcare experience. To share insights on how suppliers can work with Target to leverage unique insights and create a behavior-changing program within the healthcare category, industry executives Heather Campain, director of category insights and shopper marketing for the Target team at Johnson & Johnson, and Heidi Froseth, SVP Target team leader at Catapult, will co-host “Inspiring and Winning the Target Guest in Healthcare — A Differentiated Approach” on Oct. 9, at the 2013 Shopper Marketing Expo, here, at the Navy Pier. The session is just one part of a high-impact program of speakers and topics lined up for the event, now in its 19th year.

The seasoned industry leaders will draw from their firsthand experience in working with Target to share how to successfully partner with the retailer’s merchandising and marketing teams for collaboration and wins, and they will help attendees better understand the importance of knowing where she shops for her — and her family’s — healthcare needs and how she makes her buying decisions.

There is no doubt that Target is striving to create a healthcare experience that helps guests achieve their health and well-being goals, and, as a retailer serving millions of guests, Target has learned many lessons that can help inform consumer healthcare strategies.

During a special announcement in early September to unveil its new Target Simplicity Challenge, José Barra, SVP health and beauty at Target, said, “As a retailer with more than 350,000 employees that operates stores across the nation with retail clinics, pharmacies and optical [locations], the growing dialogue about the need to transform healthcare is near and dear to our hearts. We believe that there is value in surfacing simple, intuitive ideas to drive a lot of impact.”

The Target Simplicity Challenge is a contest that runs through late October and is designed to generate ideas to simplify healthcare and help individuals and families live healthier lives. The winner in each category will receive $25,000 and a chance to partner with Target to bring the idea to fruition.

Engagement is a critical way in which Target works to simplify the healthcare offerings within its stores and its consumer-centric approach aims to help clarify complex health information. Learning how to partner with this retailer and win the Target guest in health care can be a tremendous win-win in today’s challenging environment.

The Shopper Marketing Expo is slated for Oct. 8 to 10, at Chicago’s Navy Pier. For more information, visit ShopperMarketExpo.com.

 

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Pair of marketing mavens deliver keynote around ‘Shared Media’

BY Michael Johnsen

CHICAGO — There’s a new way to think outside of the box — by placing both the retailer and supplier in the same marketing sandbox in an effort to generate collaborative marketing campaigns. In other words, “Shared Media.”

Two savvy marketers will spell out the sweet spot of brand and retail collaboration here, at the Shopper Marketing Expo, next week, at the Chicago Navy Pier. Keynote speakers Jocelyn Wong, chief marketing officer of Family Dollar, and Alison Lewis, SVP marketing North America for the Coca-Cola Co., will help explain how traditional marketing models may be replaced by a new, higher form of collaboration between enlightened retailers and manufacturers — a model where partners develop a common audience in an effort to drive trips and induce trial.

When executed effectively, this strategic approach to shopper communications along the entire path to purchase can help to transform the shopping experience.

In addition to clearly identifying what is meant by “shared media,” Wong and Lewis will also help to connect the dots between manufacturer objectives and a retailer’s traffic and conversion goals.

Family Dollar is no stranger to a shared media concept. Last year, Family Dollar partnered with a number of suppliers — Coca-Cola, Kimberly Clark and Unilever to name a few — in an effort to raise consumer awareness around the number of mainstream brands they’d find on Family Dollar shelves, all priced for value.

The promotion — “Spice up Your Summer Fun” — helped drive awareness, trips and basket size for Family Dollar.

Since that campaign, Family Dollar has added a marketing superstar in Wong as chief marketing officer and SVP marketing. Before joining Family Dollar, Wong served as group VP shopper marketing for Safeway, where she led the creation of a newly formed shopper marketing organization. Wong’s areas of responsibility at Safeway included marketing planning, loyalty marketing, regional marketing, health and wellness marketing, improving the in-store experience and CPG partnership development. In her prior 13 years with Procter and Gamble, Wong held a variety of roles, beginning as a chemical engineer and ending in oral care brand management.

Lewis is another marketing all-star. At Coca-Cola, Lewis oversees brand growth and customer value, delivered through consumer insights, integrated marketing communication, sports and entertainment marketing, innovation and digital platforms and multicultural marketing across the company. In 2011, Advertising Age presented the Marketer of the Year award to Lewis and her marketing team. Previously, she was president and general manager for Odwalla, a natural health beverage company that is a wholly owned subsidiary of the Coca-Cola Co. Her career with Coca-Cola began in 1996 when she joined the company as senior brand manager for Diet Coke. 

The Shopper Marketing Expo is slated for Oct. 8 to 10 at Chicago’s Navy Pier. For more information, visit ShopperMarketExpo.com.

 

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