DSNTV: Being everywhere the shopper wants to engage with you
If retailers and brand manufacturers want to unravel the mystery and unlock the opportunity of the omnichannel consumer, they need to “take a step back and think like the consumer,” Rhonda Johnson, chief customer officer at Merck Consumer Care, told DSNTV in a special edition of DSN Executive Viewpoints.
“The reality is the consumer gets it — they’re shopping on their iphones; they’re shopping on their ipads; they’re scanning barcodes while they’re in the store, they know what they’re doing,” she explained. “Think about the consumer and how they access information. It doesn’t have to be best price — I think a lot of people are focusing on pricing implications of consumers having access to everything. But often, it’s bout increasing their knowledge, allowing them access to information as they’re trying to figure out and [navigate] the shopping experience.”
Retailers and suppliers need “to be more inclusive of online, mobile and in-store” to capture the omnichannel customer, Johnson noted. “Ten years ago, the big buzz word was ‘surround sound.’ Well, surround sound today is being everywhere the shopper wants to engage with us.”
For more, including how Merck Consumer Care is working to create more relevance with the consumer in a tough economy, and working with retailers to move the customer relationship from a transaction-based to an engagement-based model, click below to see the complete video.
Staples unveils small-footprint omnichannel format
Office-supply chain Staples has unveiled a new omnichannel concept store. The company has opened two smaller footprint stores in Norwood, Mass., and Dover, Del., that feature touchscreen kiosks that allow customers to order more than 100,000 items.
Other features include:
• A Business Lounge that includes meeting space and work stations for mobile professionals and allows customers to research and order Staples’ products;
• The ability to reserve online and pick up in store;
• New Staples EasyTech and Copy & Print spaces, displaying the latest service offerings and featuring consultation areas that allow Staples’ trained associates to assist small business customers; and
• An ink and toner finder that allows customers to easily track past purchases and find the right ink and toner for them. If their exact ink isn’t available in-store, a Staples associate can help them order it online and ship it to them for free.
Click below to watch the video.
DSNTV: Innovation uses simulation to measure impact of Rx investments
There are a lot of services that help retailers improve the customer experience at the front-end of the store, but not enough focused on patient engagement at the pharmacy counter, explained Innovation EVP global business development Doyle Jensen. That was the motivation behind the launch of Pharmacy Intelligence, Innovation’s technology solution that enables retailers to measure the impact an investment in new pharmacy technology will have before ever committing to it, Jensen told DSNTV in a recent edition of DSN Executive Viewpoints.
“What we found is technology is a pretty broad category, and you don’t always know where you can have the biggest impact in the pharmacy,” Jensen told DSNTV. “Sometimes at the very smallest level of workflow is where your best impact can be had.”