INSIGHTS AND PERSPECTIVES

WestRock’s Nicholas talks elements of successful retailing

BY DSN STAFF

At the National Association of Chain Drug Stores Annual Meeting, Drug Store News caught up with Leon Nicholas, vice president of retail insights and solutions to discuss the state of the industry and where it’s headed.

The wide-ranging conversation included a discussion of such elements of retail as marketing, areas for growth both digital and physical, how to effectively understand consumers and keep them informed, as well as what the future might hold.

“The reality going forward today is the retail needs to decided, how do I make that transaction that individual trip more productive for the shopper, how do I drive her return on the time she’s invested in the store?” Nicholas said. “At Westrock, we’re seeing a significant movement among many of our customers to start thinking, not just about trip types, but trip purposes. Trip purposes today really moving closer to things like occasions and how can I think about what it is precisely that I’m trying to solve. Today, merchandising has to answer a fundamental question — what is the problem you’re trying to solve for shoppers?”

Watch the full video above.

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