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4 Saturday, April 20, 2013 STRATEGIC MERCHANDISING CONVERTS SHOPPERS INTO BUYERS Shoppers are making more quick trips to their local drug stores, and they're spending less. Studies show that one in three drug store shoppers don't purchase additional items due to time constraints; however, secondary displays in the right locations can drive incremental purchases. Research shows that chocolate can increase the basket size up to 25 percent. To capture shoppers' attention when they enter a drug store, Mars Chocolate North America has developed the Basket Entry Rack. This innovative, free-standing display holds three shelves of candy above a stack of shopping baskets. The same rack can be placed along the path to purchase, or at the pharmacy, to drive additional sales. "It's important to increase the points of interruption throughout the store to attract shoppers. We're developing new displays based on Mars' extensive category and shopper insights," explained Larry Lupo, Vice President of Sales – Convenience & Drug Channels, Mars Chocolate North America. "Our shopper MAJIC is a compilation of Mars' global path-to-purchase research that helps drive category strategy and execution with our retailer partners." The acronym MAJIC describes the path to purchase that Mars has identified: INTERNATIONAL VITAMIN CORPORATION RECEIVES BUSINESS EXPANSION AWARD International Vitamin Corporation (IVC), a global manufacturer of vitamins, nutritional supplements, OTC and Rx products, announced that it had been selected as one of three companies recognized by the New Jersey Business & Industry Association for business expansion that contributed to the state of New Jersey's economic growth. The 2012 Award of Excellence for Business Expansion was presented to IVC at the end of 2012. The NJBIA says that each year it honors a select group of employers from among 21,000 companies for their outstanding achievements. This year, IVC was selected for more than doubling its sales revenue in just three years. Within this period, the company also increased its workforce by approximately 40 percent and improved its market position within Chain Drugstore Daily mission, arrival, journey, impulsivity and choices. Regarding the most visited areas of the store, a recent industry study shows that consumers frequent the pharmacy, snacks/grocery aisle and health/beauty aisle. End caps and displays in these locations offer incremental exposure for confectionery, in addition to placements around the store perimeter and at the front end. Additional hot spots include the photo and cooler vault areas. The study also notes that nearly twothirds of pharmacy shoppers wait in-store for their prescriptions, and 47 percent roam the store while they are waiting for Continued on Page 17 the private-label vitamin industry to number two from number five. Cited as the main keys for successful expansion was vertically integrating the company's supply chain, hiring―from new President and CEO to adding resources in nearly every department, modernizing its technology infrastructure, and investing in new facilities and equipment. "It is our people that drive our business and help keep our retail partners ahead, " said Steven Dai, President and Continued on Page 17 AN INDEPENDENT PUBLICATION NOT AFFILIATED WITH NACDS Lee M. Oser CEO and Editor-in-Chief Lyle Sapp Senior Associate Publisher Director of Sales Kate Seymour Senior Associate Publisher Kim Forrester Jeff Rosano Associate Publishers Lorrie Baumann Editorial Director Hayden Neeley Jazmine Woodberry Associate Editors Janice Bauer Art Director Yasmine Brown Graphic Designer Ruth Haltiwanger Nicholas Travassos Traffic Managers Lynn Hilton Account Manager Enrico Cecchi European Sales Chain Drugstore Daily is published by Oser Communications Group ©2013. All rights reserved. Executive and editorial offices at: 1877 N. Kolb Road, Tucson, AZ 85715 520.721.1300/Fax: 520.721.6300 www.oser.com European offices located at Lungarno Benvenuto Cellini, 11, 50125 Florence, Italy