DSNTV: New General Market consumer insights Part 4 — Authentic engagement
One of the most valuable things a CPG company can do is build a loyal consumer base, and to do that, they need to build a community around their products, ideally in a way that feels authentic to consumers.
“How do you create an authentic brand engagement? … The answer to the question is simple, but it’s hard. If you want to be authentic it’s deeds, not words,” Wahl Home Products’ Bruce Kramer said. “If you have to hire a consultant to figure out your authenticity strategy, you’re probably not authentic. If you have to go to your ad agency and say ‘Put together a program so we can tell people how we’re authentic,’ you are probably not authentic.”
In the third part of a series of insights from the New General Market Leadership platform, co-produced by Drug Store News and Mack Elevation Forum, executives from leading supplier and retail companies discuss how they’re building community, embracing advocacy and pushing for authenticity.
Retail panelists announced for 17th annual DSN Industry Issues
Drug Store News has announced a top-notch lineup of retail executives slated to participate in the 17th annual DSN Industry Issues conference, on Dec. 3 at Manhattan’s historic New York Athletic Club.
The full-day, thought leadership and networking event, features three panel discussions focused on the trends, challenges and opportunities that are influencing critical business decisions in pharmacy and the front-end of the store.
This year’s panelists include:
Industry Issues Summit: George Coleman, CVS/pharmacy; Jill Turner-Mitchael, Sam’s Club; Robert Tompkins, Walgreens; Bill Bergin, Rite Aid; Annie Walker, Walmart; Chris Skyers, Wakefern Food Corp.; and Maryann Herskowitz, Family Dollar.
Health, Wellness & Technology Summit: Josh Flum, CVS Health; Rick Gates, Walgreens; Jocelyn Konrad, Rite Aid; Tim Weippert, Thrifty White; Philecia Avery, Kroger; Craig Norman, H-E-B; and Brandon Worth, Walmart.
Chronic Care & Retail Health Roundtable: Dan Miller, Rite Aid; Michael Wolf, Walgreens; John Carlo, Wegmans; Michael Mastromonica, Costco; Leon Nevers, H-E-B; Kristin Williams, Hy-Vee; Mark Doerr, Giant Eagle; and Tony Willoughby, Health Mart.
“DSN Industry Issues Summit, now in its 17th year, is part of DSN’s commitment to provide timely, topical and engaging industry events where industry leaders both on the retailer and supplier side of the business come together to discuss co-creation strategies and partnership opportunities to help set the agenda for the upcoming year,” said Drug Store News group publisher Wayne Bennett.
For more information, or to register, visit dsnindustryissues.com/content/home-2015.