Here Nutrition 21’s new product Diabetes Essentials is positioned in CVS’ diabetes destination set. Key point of differentiation — convenient stick pack that can be added to bottled water for the on-the-go diabetic.
Evincii makes OTC decisions easier with PICKKA
NEW YORK While many companies are extending their brands into the social media arena, bringing an interactive brand experience to consumers at home, other companies are working toward extending that brand experience at the actual shelf, through such new mediums as smartphones. Evincii is one of those companies.
While Evincii declined to disclose future roll-outs around the PICKKA platform, this new app may be a glimpse into the future of merchandising, and at the very least the future of point-of-purchase material.
Today, you need clip-strips and adjacencies to entice synergistic, incremental sales. But what of tomorrow? Imagine combining that product recommendation with some of the functionality today found on the sites of online retailers like Amazon.com with a “people also bought …” feature. Or imagine “coupling” recommendations, where if a consumer searches for one item, say sun block for example, the smart phone app recommends another product like vitamin D with a “did you know” entry — “Did you know that sun block, while it protects against skin cancer, also inhibits absorption of vitamin D, an essential vitamin?”
And there are other potentialities. Evincii has already partnered with several retailers to make sure that the product recommendations made by the PICKKA app jives with what that retailer actually has on shelf, thus avoiding a virtual “out-of-stock” experience. What if you could combine that feature with a Google maps functionality, where the product recommendation is paired with an in-store map showing exactly where that product is? That could open the door to whole new world of synergistic adjacencies, where those synergistic products wouldn’t necessarily have to be physically adjacent.
Of course, there may be technological hurdles to these kinds of ideas, who knows? But then again, it wasn’t too long ago that anyone was talking about tapping into a “pharmacist in your pocket” for a product recommendation at the actual location where a consumer makes their purchase decision, either.
Industry coalition reissues advisory against use of dietary supplements as swine flu remedy, cure
NEW YORK If there’s a huckster swindling supplements as the latest cure-all, turns out it’s not a supplement they’re swindling after all. If not an illicit pharmaceutical outright, it’s at the very least a mismarketed snake oil, and this band of supplement associations is helping to stamp those hucksters out.
That’s better news for brick-and-mortar retailers of supplement products than it is for any online retailers, because many of the supplements being marketed inappropriately are sold almost exclusively online or maybe in smaller specialty channels, but not in mass. That’s a matter of simple economics — it costs quite a bit of capital to feed a mass channel supply chain, and there aren’t any legitimate companies, supplier or retailer, that’d risk that kind of investment to sell an illegal product.
So the more these companies making such illegal claims as “Nature’s Swine Flu Cure,” or companies incorporating actual pharmaceuticals into products claiming to enhance performance, are outed as companies not to be trusted, and the more consumers associate those pitches as appearing only online, during late-night infomercials (not available in stores!) or through emails automatically routed to the junk mail box, the more community pharmacies become the go-to source for any supplement-related health information.