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FMI, GMDC prep for joint health and wellness event

BY Michael Johnsen

The Food Marketing Institute and the Global Market Development Center have been setting the stage for their first combined conference focused on health, beauty and wellness. DSN dialed in Cathy Polley, VP health and wellness at FMI and executive director of the FMI Foundation; Dave McConnell, president and CEO of GMDC; and Bill Anderson, chairman of GMDC and group VP drug store, beauty, GM, floral and services for H-E-B for some insights around the value behind the Health & Wellness @Retail 2013 event.

 DSN: What are the consumer market forces that will help to make this joint conference a success?

Dave Mcconnell, GMDC: The board and staff leaderships of FMI and GMDC felt that as consumers move more aggressively toward a self-managed approach to the health-and-wellness needs of themselves and their families, our two individual conferences would benefit by bringing all elements of the retail-based health-and-wellness continuum to one location. In essence, this partnership was created to leverage collaboration between FMI’s members in the fields of nutrition, diet, center store and pharmacy with GMDC’s subject matter experts in the areas of OTC, beauty and wellness from a nonfoods perspective.

Bill Anderson, GMDC: GMDC’s intent at this event is to connect our wholesaler, retailer, supplier and service provider members with FMI members in these disciplines to share information and best practices, as well as product and shopper insights on how retailers can provide a total shopping experience for today’s sophisticated shopper.

 

Cathy Polley, FMI: Our members have recognized the need to help customers find “what they need to know, when they need to know it” as it applies to the diverse abundance of health, wellness and nutrition offerings available in today’s supermarket. With America’s grocery shoppers becoming increasingly health-and-wellness savvy, supermarkets are uniquely positioned to help customers navigate the oft-complicated terrain where their food, nutrition, medication and beauty needs all intersect. By co-locating our conferences, we’re bringing together executives responsible for all areas of health, beauty and wellness in one location. It’s been a terrific partnership.

DSN: What is the pre-show buzz?

Polley: Health and wellness continues to be top of mind for the majority of Americans, and in our information-hungry society, consumers are getting much more sophisticated in the health and nutrition questions they are asking and in what they are expecting of retailers. Our retailers know this and are gladly responding to the challenge. Gatherings such as this provide retailers the opportunity to take home actionable strategies and baskets of new ideas to help them deliver effective, relevant and efficient health-and-wellness services in their stores. No other retail segment has so many resources at their disposal to steward health-and-wellness initiatives.

This year we’ll also honor our inaugural Gold Plate Award winners at the Chairman’s Dinner on Friday night. The Gold Plate Award honors the most innovative family meal programs.

McConnell: Very positive … members from both associations are really excited about the opportunity to co-locate the two events and expand business opportunities for both sides of the trading partnership by bringing more of the right players to one meeting venue.

DSN: What are the opportunities to be realized out of GMDC and FMI’s co-located conference this year?

Polley: FMI will kick off our meeting with exciting and informative education sessions, such as a consumer perspective panel [featuring] Doug Rauch, former president of Trader Joe’s, and “Blue Zones” author Dan Buettner. These, as are all of our sessions, are specifically geared toward providing our members with information they can take home to create or enhance their health-and-wellness programs. Consumer and industry panels will provide insight into what today’s health-minded shopper is looking for and how retailers are responding. Our keynotes will have attendees thinking about new approaches to the delivery of health-and-wellness services and — always a hit with conference participants — Thursday afternoon’s business exchange appointments might just help them find the perfect partner to bring these new approaches to life.

McConnell: The synergies of putting together the two association’s attendees allows more collaboration between wholesale, retail and supplier disciplines that rarely come together at one event or even in their own companies. For example, we anticipate that executives from the same wholesale/retail companies attending the two separate events will interact at levels they don’t even achieve in their own home offices, where too often silos of responsibility create unintended barriers to collaboration.

DSN: What are the key programming elements enabling those opportunities for attendees?

Anderson: Both associations are encouraging their attendees to participate in one another’s business and social programs. Also, both associations are encouraging the participation of their member companies in the senior executive conference, or SEC, suite-based, executive-level meetings that will be held on Friday and Saturday. In that environment, we’ll see our GMDC HBW wholesale/retail executives attending SEC meetings with their own company’s counterparts in pharmacy, nutrition and wellness to meet with GMDC’s HBW supplier member companies. The collaboration of these subject matter experts interacting together to explore opportunities with our supplier members is pretty exciting for all of us. The opportunity now exists to develop strategies and implementation against the entire footprint of the store, and not just on a per department basis.

Polley: FMI and GMDC attendees will begin gathering jointly on Thursday evening for a networking reception. Over the next two days, all attendees will have the opportunity to participate in joint Strategic Exchange Appointments and our Chairman’s Dinner.

McConnell: We are transitioning our GMDC/FMI commitment to collaboration into our social events as our Friday joint Evening with the Chefs dinner will feature a keynote address on the topic of health and wellness strategy by Craig Boyan, president and COO of H-E-B. Boyan’s remarks will be followed by a family-style healthy Italian meal prepared by renowned celebrity chef Fabio Viviani.

DSN: What role can supermarket pharmacy play under the Affordable Care Act?

Polley: Pharmacists are among the most accessible of all healthcare providers. This is especially true in the supermarket, where the average American shops 2.2 times per week. As trusted healthcare professionals, they offer an array of health-and-wellness services, including medication therapy management, immunizations and health screenings. They also work with dieticians to help shoppers sort through health and nutrition information so they can make informed food choices that complement their prescribed medications. Supermarket pharmacists are well-qualified to play a key role in the implementation of the Affordable Care Act. Shoppers want to improve their health, want convenient access to healthcare services and want help making complex decisions. Supermarket pharmacists and dieticians can meet these needs by providing information and classes on healthy eating and living, and providing access to healthcare services like flu shots, in-store clinics and kiosks.  

McConnell:  Health reform is in the wheelhouse of supermarkets, and especially their pharmacies — as supermarkets with the right vision connect the nonfood and better-for-you food sides of consumer health. Once the Affordable Care Act goes live in January, self care will ramp up. In this environment, pharmacy will play a dual role — one to benefit consumers seeking their advice, and another to be so credible and helpful to patients that they believe in the supermarket as a health destination, and decide to fill their nonfood and food wellness needs there.

GMDC is excited to be launching a new whitepaper later this year, "The Changing Healthcare Scene @ Retail," which covers this topic in much more detail, along with providing retailers and their supplier partners practical ways to serve their customers better and grow their sales.
 

DSN: How is GMDC*Connect being deployed at the Conference?

McConnell: While we are still offering the use of telepresence technology within the SEC suite-based meetings, our real focus at the HBW Conference is on showcasing where we are headed with the full launch of our GMDC*Connect telepresence network. GMDC*Connect is about more than just enhancing connectivity at our events, and we see its greatest potential in putting this technology on the desktops of all of our members to enhance day-to-day business operations.

At the HBW Conference, we’ll be showcasing the technology in a couple of ways. First, at our Saturday luncheon, Bill Anderson and I will conduct a couple of live demos using our GMDC*Connect network. Secondly, we’ll be providing training sessions at our new Innovation Station throughout the duration of the conference on how GMDC*Connect allows members to utilize not just traditional video conferencing vehicles, such as laptops, but also such mobile devices as smart phones and tablets. We think of it in terms of a BYOD demo center … ‘bring your own device,’ and we’ll show you how we can make it a more powerful business tool.

DSN: What does telepresence functionality mean for attendees?

Anderson: Beyond enhancing the experience of the SEC meetings by being able to bring subject matter experts into these meetings from various endpoints outside the conference venue, the real upside for attendees is being exposed to what will be a powerful network to use in their business lives 365 days a year. The GMDC*Connect Telepresence network offers them access to virtual meetings with either their trade partners or their internal partners within their own companies in an on-demand environment … the availability of anytime/anywhere high quality connectivity via video conferencing rooms, laptops, and mobile devices is the real game changer for GMDC and its members.

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Micro-targeted in-store mobile marketing platform launches

BY Jason Owen

BOSTON — Swirl today launched a new software platform specifically designed to attract and influence in-store shoppers with micro-targeted digital content and real-time, personalized offers delivered to consumers’ smartphones while they shop.

The Swirl In-Store Mobile Marketing Platform enables retailers to quickly and efficiently make mobile phones an engaging and value-added part of the in-store shopping experience for consumers. Alex and Ani, Timberland, Kenneth Cole, The Blues Jean Bar, Scott James, and Exhale Spa are among the first retailers to deploy the new technology at their retail stores in New York and Boston starting today.

With over 90% of retail sales still taking place in brick and mortar stores and over 50% of U.S. adults now carrying a smartphone, leading retailers are searching for ways to leverage mobile technology to enhance the in-store shopping experience while at the same time addressing consumer privacy and data sharing concerns. A recent Swirl survey found that up to 83% of female shoppers would be willing to share their location information if they received appropriate value in return, and 58% would be thrilled if they received a personalized offer on their smartphone while in-store.

The Swirl platform combines a next-generation, web-based marketing console with proprietary Bluetooth based sensors and mobile apps to help retailers engage with consumers while they shop. With the platform, retailers are able to drive store traffic, understand the preferences and behaviors of in-store shoppers, and increase retail purchase rates. The in-store experience can be delivered to consumers through the Swirl app or as an add-on to retailers’ existing mobile apps.

"We are constantly looking for ways to leverage next generation technology to enhance the shopping experience for our customers across all channels," said Ryan Bonifacino, VP digital strategy at Alex and Ani, one of the fastest growing retailers in America. "Swirl’s innovative platform allows us to better understand and influence retail shopping behaviors while at the same time providing our customers with a more engaging in-store experience."

How It Works

The Swirl iPhone app (available for download on the App Store) helps consumers discover the latest styles, organize fashion collections, and track offers from over 200 top retail brands. Users who opt-in to the Swirl in-store feature automatically receive rich mobile content notifying them of personal offers and style recommendations when shopping in participating retail locations. The limited-time offers, complete with countdown clock, are tailored to individual shoppers based on their personal preferences, past shopping behaviors and interactions with the Swirl app. Users simply show the unique offer code to a sales associate before it expires to take advantage of their own personal in-store flash sale.

Participating retailers place Swirl’s small, battery-powered, Bluetooth 4.0 Low Energy-based sensors in their stores. Installation takes less than 5 minutes and requires no power or Internet connection. The sensors detect when a Swirl user is within range, triggering the delivery of relevant content and offers while they shop within a particular department or area of the store. Sensor range can be set from two feet to six hundred feet, offering retailers a multitude of location micro-targeting options within their stores. Using Swirl’s sensors instead of phone-based GPS, wifi-tracking or self-check-in mechanisms allows retailers to verify precise location presence within a store without costly hardware or infrastructure investments and in a way that is both seamless and transparent for consumers with privacy concerns.

"Consumers today shop and interact with brands in ways that we never would have dreamed possible 10 years ago," said Jim Davey, vice president of global brand marketing at Timberland. "As Timberland looks to engage a younger, more style-conscious consumer, we need creative marketing solutions that keep up with this consumer’s digital lifestyle. We think Swirl creates a really exciting way to enhance the shopping experience for our customers, on their terms. It also gives us valuable, real-time insights so we can hone in on and better serve our customers’ needs."

Using the Swirl marketing console, retailers can analyze shopper behavior to personalize and optimize the mobile experience for individual users. Retailers have full control of the mobile content and offers that are used to tailor the experience for shoppers in their particular store.

"Consumers are actively using their smartphones while they shop in stores, and retailers now have an opportunity to leverage that by offering compelling in-store mobile experiences that are both value-add to the consumer and aligned with the retailer’s business goals," said Hilmi Ozguc, CEO of Swirl. "Our platform gives brands an exciting new set of capabilities to inform, engage and influence in-store shoppers in a unique and effective way."


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McKesson receives top award from nonprofit for promoting employee health

BY Jason Owen

SAN FRANCISCO — McKesson Corp. today announced that it received Platinum certification in the 2013 Best Employers for Healthy Lifestyles award presented by the National Business Group on Health. McKesson was recognized for its ongoing commitment and dedication to promoting a healthy workplace and encouraging employees and families to pursue and maintain healthy lifestyles.

“McKesson is partnering with our customers to create a stronger, more sustainable healthcare system capable of delivering better care to patients," said Jerry Warren, Senior Vice President of Total Rewards, McKesson Corporation. “We believe our focus on employee health and wellness better prepares our teams to provide superior service to our customers and the millions of patients they serve. That’s why we provide our employees with the resources they need to help them be healthier and more productive.”

McKesson began its wellness journey more than five years ago, committing to provide employees customized benefits that are built on prevention and wellness. Under the program, McKesson provides employees with flexible tools and resources to enable them to monitor and improve their health and realize their full wellness potential. The program emphasizes preventive care, which has been covered 100 percent for several years, and online tools that provide easy access to personalized resources for employees and their families.

McKesson’s senior leaders have championed its wellness program as both a business strategy for health and productivity improvement and as a catalyst to increase employee engagement. Employees have embraced the initiative and are now averaging nearly 90 percent participation. Employees continue to increase their engagement in wellness throughout the benefit year. In 2012, 78 percent of McKesson employees completed three times as many wellness activities as a traditional program. Moreover, of that 78 percent, nearly half completed five times more wellness activities.

Formed in 1974, the National Business Group on Health is the nation’s only non-profit organization devoted exclusively to representing large employers’ perspectives on national health policy issues and providing practical solutions to its members’ most important health care problems. The group’s members are primarily Fortune 500 companies and large public-sector employers — including the nation’s most innovative health care purchasers — who provide health care coverage for more than 50 million U.S. workers, retirees and their families.

“We are proud to honor McKesson for its ongoing commitment to providing lifestyle improvement programs that encourage healthy lifestyles for their employees,” said Helen Darling, President and CEO of the National Business Group on Health. “McKesson is among an elite group of organizations that are leading the way to promoting healthy workplaces and lifestyles. McKesson and its management team should be proud of their commitment to their program and we congratulate them on receiving this award.”

Since 2004, the Best Employers for Healthy Lifestyles awards program has rewarded those organizations that have found creative solutions to advancing the well-being of employees. The program serves as a means of sharing successful interventions, programs and services, and illustrates best practices that can be emulated by other members.


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