DSNTV: Consumer engagement and owning the customer relationship
Even though customers may only buy certain OTC categories a few times a year, for consumer healthcare brands, the opportunities to have a more meaningful relationship in the lives of their consumers has never been greater, Stefan Merlo, director of healthcare strategy, Novartis Consumer Health, told DSNTV in a special edition of DSN Executive Viewpoints.
“That’s largely important not only because it provides us with insights [about our core shopper], but also for our retailer partners. Oftentimes, we identify synergies either with other product categories we have or product categories we don’t have, and we’ll share that information with the retailers and they can use it to activate different points in the store [to target] that individual customer,” Merlo explained.
This kind of customer engagement requires a constant dialogue with the customer that is focused on the relationship versus the next transaction. “We’re not looking to sell products all the time. For example, we have a Facebook page for our Excedrin business and we have regular communication that goes on about headaches. We specialize in headaches, and we talk to [consumers] just about headaches.… And that creates an ongoing relationship — even though they might only be coming into the stores three or four times a year to buy it, we have communicated with them dozens [of times],” he said.
For more, including how Novartis Consumer Health is helping create value in a tough economy and helping retailers navigate challenges from capturing the omnichannel customer to breaking through to consumers in an age of information overload, click above to see the complete video.
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.