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DSN, Mack Elevation launch New General Market platform

BY DSN STAFF

The New General Market Leadership platform — a Drug Store News and Mack Elevation Forum co-produced industry platform — kicked off before NACDS Annual Meeting with a special reception featuring guest speaker Michael Yormark, president of Jay Z’s Roc Nation. Yormark’s talk, “The Power of Authenticity and Experience in Reaching Today’s Diverse Consumer,” explored why real consumer intimacy and authenticity are core to creating an “emotional connection” with today’s consumers.

Yormark’s presentation was introduced by Rich Dennis, co-founder and CEO of Sundial Brands, a leader and pioneer in identifying and responding to this cultural shift, and a core partner in the development of the New General Market platform. Dennis shared Sundial’s history and vision for creating products for diverse consumers based on unique, unmet needs; focusing on fair trade practices, natural and certified organic ingredients; and doing business under the model of community commerce, sourcing ingredients from seven women’s co-ops in Northern Ghana.

The New General Market Leadership platform was developed behind a mission to bring together leading companies that have demonstrated commitment to building a strong community and thought leadership with a diverse consumer base.

Next up, the program heads to Chicago on May 27, for an exclusive one-day industry forum aimed at helping leading CPG companies forge strong, emotional connections with today’s changing New General Market consumer. Hosted by Drug Store News and Mack Elevation Forum, the one-day forum will include a presentation from Sundial’s Dennis and Walgreens GVP/GMM for beauty and personal care Shannon Curtin, on their companies’ shared vision for connecting with today’s New General Market Consumer. In addition, the May 27 forum will focus on eight key pillars:

  • Identifying the New General Market — who are they, how do they think and what are their unmet needs?
  • More than just diversity of color or race, the New General Market is about diverse views.
  • How millennials are influencing and inspiring the New General Market.
  • Rethinking the in-store experience, product groupings and activation.
  • Creating authentic brand communities with the New General Market.
  • Building cultural competency and influence in a changing world.
  • Creating an holistic brand investment strategy with the New General Market.
  • Measuring success with the New General Market.

“We have brought together companies who are very open and have built relationships with consumers based on their aspirations and values — not just their demographic profile,” said DSN publisher Wayne Bennett.

Mack Elevation Forum managing director Dan Mack added: “We hope to spark a conversation with the industry … sharing how some of the top brands are building authentic, emotional relationships with today’s changing consumer and the in-store implications, product groupings and activation that are a part of that.”

Participating companies include Sundial Brands, Beiersdorf, Paris Presents, Wahl Home Products, Unilever, Fleet, Hello Products, Mentholatum, Kao Brands, Ansell, Combe, Dentek and others.

The collective insights from the forum will be summarized in a series of special DSN reports.

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Ad Age: Exclusive vitamin brand Olly shaking things up at Target

BY DSN STAFF

NEW YORK — In a story of what good merchandising can do to lift category sales, Target generated more than $1 million in sales over the first two weeks its exclusive vitamin brand Olly was on store shelves, Olly founder Eric Ryan told Ad Age in a report published Wednesday
 
The brand is exclusive to Target for one year, according to the report, though an e-commerce site pitching Olly will debut in June, Ad Age reported. The brand is built on its promise, which delivers experience over ingredients, for example, sleep vs. melatonin or beauty vs. biotin. 
 
Ryan drew on his experience revolutionizing the cleaning-products category through design. "I could not find a worse aisle in the store [than supplements] that was difficult to shop or had more uninspiring brands," Ryan told Ad Age. "Shoppers would literally stress out trying to find something healthy for them. It's just a sea of confusion."
 
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Hannaford, Publix take top two spots in 2015 Temkin Effort Ratings

BY Michael Johnsen

WABAN, Mass. – Based on a study of 10,000 U.S. consumers, Hannaford's and Publix took the top spots in the 2015 Temkin Effort Ratings, which rates how easy or difficult companies are to work with. The ratings examined 293 companies across 20 industries. Aldi, Lowe's, credit unions, PetSmart, Trader Joe's, Amazon.com, Bed Bath & Beyond, Advance Auto Parts and Walgreens filled out the top 10 spots.
 
At the other end of the effort spectrum, Coventry Health Care, Health Net, Fujitsu, Fox Rent A Car, Medicaid and Comcast earned the lowest ratings.
 
"Customers avoid companies that are difficult to work with, both consciously and unconsciously, as they often seek to follow the easiest paths," stated Bruce Temkin, managing partner of Temkin Group.
 
The Temkin Effort Ratings are a component of the Temkin Experience Ratings. Additional highlights of the 2015 Temkin Effort Ratings include:
 
  • Supermarkets, fast food chains and retailers earned average scores of "excellent," while TV service providers, Internet service providers and health plans earned average ratings of "poor";
  • Kaiser Permanente, Southern California Gas Company, Amazon.com, TriCare, JetBlue Airlines, Georgia Power, Humana and credit unions all earned Temkin Effort Ratings that are more than 10 points above their industry averages;
  • Ramada Inn, Fujitsu, Fox Rent A Car, Amica, HSBC, 21st Century, Consolidated Edison of NY, Spirit Airlines and Coventry Health Care all earned Temkin Effort Ratings that are more than 15 points below their industry averages;
  • Comparing results from 2014 and 2015, hotels gained more than 10 points, while the next largest gainer is retailers (+2.5 points). Internet service providers and investment firms dropped the most, a bit more than three points;
  • Seven companies increased by more than 10 points from last year:  Residence Inn, US Cellular, JetBlue Airlines, Hyatt, Westin, Super 8 and Marriott;
  • Six companies dropped by 10 or more points from last year: Subaru dealers, TD Ameritrade, Buick dealers, Audi dealers, Fujitsu, and Blue Shield of CA.
 
In its fifth year of publication, the 2015 Temkin Effort Ratings examines the likelihood of consumers to forgive companies across 20 industries: airlines, auto dealers, banks, computer and tablet makers, credit card issuers, fast food chains, health plans, hotel chains, insurance carriers, Internet service providers, investment firms, major appliance makers, parcel delivery services, rental car agencies, retailers, software firms, supermarket chains, TV service providers, utilities and wireless carriers.
 
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