Art of the deal
Walgreens’ Hartsig discusses healthy relationship roadmap at the Elevation Forum
“Negotiations are inherently filled with emotions and risk. Sales success in this new world is much less about sharing your product knowledge and much more about sharing your expertise on emerging trends that may affect many categories. We are now in a world where value is derived from information, not just products.” That was one of the key messages conveyed by Dan Mack, founder of the Elevation Forum. The Elevation Forum, now in its 10th year, is a community of senior sales and marketing executives who lead high growth health, wellness and beauty companies.
The pre-NACDS Annual Meeting forum started with a candid presentation and group discussion on the effects of elevated retailer and manufacturer negotiations within the industry. Due to digital disruptions and hyper-competition, retailer and manufacturer relationships have been tested due to the financial pressures both parties are experiencing. “The best courageously confront the root challenges that hinder their customers’ growth,” Mack shared. “They focus on ‘insight led’ dialogue and empathetically discover what their retail partners truly need.”
The keynote speaker was Walgreens’ senior vice president and chief merchant Joe Hartsig. Hartsig informally shared with the forum members a winning roadmap for building a healthy relationship with Walgreens. The roadmap includes getting their foundation right, embracing personalization, building digital creativity and meaningful innovation that delights the consumer. Walgreens’ purpose is to champion the health and wellbeing of every community in America “Helping people feel good through trust, care and accessibility.”
Hartsig offered a holistic summary of Walgreens’ journey in bolstering its omnichannel solution, the philosophy behind assortment optimization and suggestions on how manufacturers must think about clarifying and tailoring their product offers to meet local market needs. He also shared the importance of creating product offers that align with their category role; enhancing Walgreens’ Net Promoter Score objective with the consumer; driving loyalty; and overall profitability.
The afternoon discussion asked: “What does the 2020 sales organization look like?” Mack shared: “Tomorrow’s sales organization will be adept at deep listening, skilled at understanding what is both stated and unstated to optimize their partnerships and keenly in tune with how to navigate difficult conversations with their partners. This next generation of sales leadership will be critical thinkers, comfortable with deeper analytics and creative in developing new business solutions.”
If you are interested in learning more future forum thought leadership events, contact Dan Mack.
Dan Mack is the Founder of Mack Elevation Forum and author of Dark Horse: How Challengers Companies Rise to Prominence and a performance coach. To learn more, go to www.mackelevationforum.com or call Dan Mack at 630-607-2774.
Healthy Ventures offers natural alternatives for sleep, energy
Healthy Ventures is offering Berry Sleepy and Berry Awake, products the company said are natural alternatives for sleep and energy. Officials at the Westlake Village, Calif.-based operation said that Berry Sleepy combines the power of super fruits and prebiotics to help give consumers a restful night sleep. Berry Sleepy comes in 60- and 24-count veg caps, as well as a 12-pack travel size and mixed berry and strawberry 2-oz. shots.
Berry Awake is a natural bend of green coffee berries, guarana seed extract, backpack leaf and ginseng. They come in four 2-oz. shot flavors of strawberry, mixed berry, strawberry banana, and orange mango. All products are vegan, kosher, non-GMO, gluten-free and made in the United States.
Palmer’s enhances stretch mark line
E.T. Browne Drug has reformulated its line of Palmer’s Cocoa Butter and is featuring “This is Us” actress Alexandra Breckenridge as its spokesperson for its enhanced stretch mark products that became available earlier this year.
Officials at the Englewood Cliffs, N.J.-based company said the line will now include more natural and efficacious formulas. The updated range, which includes Massage Lotion for Stretch Marks, Massage Cream for Stretch Marks and Tummy Butter for Stretch Marks, will be featured in new ads with Breckenridge.
“We decided to go natural with this product,” said Rebecca Brown, vice president of marketing at E.T. Browne. “It took us about 18 months to redevelop the line, and we think we now have a product that will be much more closely in line with the way the consumer thinks and wants. This is an iconic brand that we think we just improved.”
Brown said that for more than 40 years, Palmer’s Cocoa Butter Formula has been the trusted brand to help new and expectant mothers fight stretch marks and feel confident in their changing bodies. Palmer’s New Enhanced Stretch Mark formulas is designed improve skin elasticity and reduce the appearance of stretch marks during and after pregnancy or weight fluctuation.
Formulated with such natural ingredients as cocoa butter, vitamin E and pure oils, Palmer’s new enhanced stretch mark products are free of mineral oil, parabens, phthalates, artificial dyes and are hypoallergenic and dermatologist tested for healthy skin during pregnancy, she said.
The ad campaign began in February in print and digital properties, as well as on television and radio. The company also is offering samples at OB/GYN offices around the country.