Issue link: http://osercommunicationsgroup.uberflip.com/i/499803
C h a i n D r u g s t o r e D a i l y 1 1 S a t u r d a y, A p r i l 2 5 , 2 0 1 5 PREDICTIVE ANALYTICS OFFER RETAILERS A TRUE COMPETITIVE ADVANTAGE By John Ross, CMO and President, Retail Promotion Network, Inmar. With price competitiveness stiffening, cross-channel competition increasing and shopper preferences constantly shifting, predictive analytics is essential to chain drug stores seeking a sustainable compet- itive advantage. In order to anticipate and respond to marketplace challenges, retailers must integrate this data-driven function into their marketing and sales operations or risk losing precious, hard- earned share. Most retailers in the drug channel are not currently using predictive analyt- ics. The bulk of the data being employed is forensic – that is, backwards looking. For too long, there has been a focus on "comps" and how current numbers com- pare to the previous year. Instead, focus should be on how growth can be achieved compared to the market and what is needed from trading partners to accelerate growth. Shoppers inform retailers of their shifting interests through online behav- ior as much as they do through the reg- ister. Each time they download content or clip a coupon, they are telling us their future intent. By matching engagement metrics with actual pur- chases, advanced prediction tools get smarter faster, allowing retailers to anticipate needs and execute more tar- geted shopper outreach. When that out- reach is bolstered by relevant offers and content from brands, retailers grow loy- alty and brands gain share. To be successful, retailers must move from a "sku backwards" mentality to a "shopper forward" mentality. Store operations and marketing must be guided by shoppers' needs rather than logistics. Marketers can use predictive ana- lytics to proactively identify trends and anticipate shopper behavior, enabling more targeted promotion, more effective shopper engage- ment and a better product mix. By employing a collaborative filter (that is, analyzing collective purchase behavior), retailers can shape marketing messages to include product suggestions – and relevant CPG offers – for shoppers who have a genuine propen- sity for purchase. With this capability, retailers can execute targeted marketing in cadence with shopper behavior and aligned with demonstrated shopper prod- uct and brand preferences. Inmar has observed that among shoppers participating in digital load-to- card programs, those who open emails with relevant, personalized content spend more than $1.50 more per household per week versus control groups. At the same time, these shoppers shop more frequent- ly, making roughly 35 more trips each year. As shoppers are demanding more personalized engagement and are more inclined to do business with those who meet this demand, retailers must have predictive analytics in place in order to engage at this level, particularly with members of their loyalty programs. Therefore, predictive analytics must become a core competency for retailers, right beside logistics, inventory and labor scheduling. A major change to retailers in estab- lishing this capability is finding and recruiting the necessary analytics talent. Inmar has that talent in place and takes a holistic approach with clients. Bringing vast amounts of data, cross-market met- rics and insights from decades of experi- ence in promotion and healthcare to those served, Inmar learns what best practices exist and what best-in-class behaviors to emulate. Doing so speeds up retailer learning, enhances collaboration with trading partners and accelerates revenue growth. Visit Inmar at booth #430. For more information, go to www.inmar.com, email solutions@inmar.com or call 866.400.6917. PAR PHARMACEUTICAL PROVIDES UNCOMPROMISING QUALITY Since 1978, Par Pharmaceutical has been at the forefront of developing, manufacturing and distributing safe, innovative and cost-effective pharma- ceuticals that help improve quality of life. Every week in America, more than one million prescriptions are dis- pensed. In return for the trust that is given, Par is committed to providing products of uncompromising quality, fulfilling its mission by delivering value to customers, physicians and patients that so heavily rely on uncom- promising quality. Today, Par's sales place it among the top five generic pharmaceutical companies in the United States, with Par manufacturing, licensing and mar- keting more than 80 products, includ- ing innovative proprietary pharmaceu- ticals such as Nascobal ® Nasal Spray, Megace ® ES and Vasostrict ® injection. At Par Pharmaceutical, the most important resource is the talent and dedication of its nearly 1,900 employ- ees, each of whom is part of a culture that values integrity, customer focus, teamwork and performance. In creating a climate that encourages collabora- tion, Par has become the partner of choice within its industry and built a diverse network of strategic partner- ships with dozens of companies. Headquartered in Woodcliff Lake, N.J., Par has manufacturing and R&D facili- ties in Chestnut Ridge, N.Y., Irvine, Calif., Rochester, Mich., Stratford, Conn. and Chennai, India. Since the beginning of 2012, Par P h a r m a c e u t i c a l has launched 45 new products while filing more than 60 abbrevi- ated new drug applications. Par possesses one of the most promising new product pipelines in the generic drug industry, with almost 120 products awaiting FDA approval, including more than 30 first- to-files and nearly 100 other products in development. Par Pharmaceutical offers a line of high barrier-to-entry generic drugs, while Par Specialty Pharmaceuticals provides niche, innovative brands. Par Sterile Products develops, manufac- tures and markets both branded and generic aseptic injectable pharmaceuti- cals. In recent years, Par Pharmaceutical has introduced generic versions of several major phar- maceutical prod- ucts, including Lovaza ® , Exforge ® , B a r a c l u d e ® , Entocort EC ® , Luvox CR ® , Toprol- XL ® , Maxalt-MLT ® and the injectable Precedex ® . Large enough to maintain a signif- icant trade presence, yet agile enough to provide maximum attention to cus- tomers, Par Pharmaceutical remains poised to continue its impressive track record of success by providing patients and customers with uncompromising quality and value for almost 40 years and beyond. Visit Par Pharmaceutical at booth #404. HELLO ORAL CARE PRODUCTS: SAFE, EFFECTIVE AND DELICIOUS Hello started with a wild idea, accord- ing to Founder CEO Craig Dubitsky: "We wanted to make oral care that's safe, effective, delicious and beautiful. And while we were at it, we wanted to make it as natural as we could, and free from things like triclosan, dyes and artificial sweeteners." Hello naturally friendly[TM] anti- cavity toothpastes have earned the ADA seal for its original flavors, which are supermint, pink grapefruit mint and mojito mint, with more ADA- approved pastes to come. Hello's sig- nature flavors are clinically proven to prevent cavities and strengthen enam- el. They safely polish teeth with a gen- tle silica and freshen breath, while being free from preservatives, dyes, triclosan, microbeads and artificial sweeteners, and they feature xylitol and stevia. According to Dubitsky, hello's newest adult flavor toothpaste, peach mango mint, is "so delicious that users will develop crushes on their brushes." In addition, hello new range of kids naturally friendly toothpaste is free from mint and comes in kid-friendly flavors including bubble gum, green apple and blue raspberry. Like the adult paste, hello kids toothpaste prevents cavities, polishes teeth and strengthens enamel, without preservatives, dyes, triclosan, microbeads, artificial sweeteners or artificial flavors. These new pastes also feature xylitol, stevia and a gentle silica. "They polish those little pearlies so well, the tooth fairy's gonna need shades," said Dubitsky. Naturally friendly supermint, pink grapefruit mint and mojito mint breath sprays from Hello have all of the zing without the sting because they're free from alcohol, dyes, artificial sweet- eners and pro- pellant. Hello sprays feature glycerin and xyl- itol to keep your mouth fresh, friend- ly, wonderfully moisturized and ready for anything. The company's naturally friendly mouthwash also cleans, moisturizes and refreshes without the burn or sting. It features smooth, soothing glycerin and is sweetened with xylitol. According to Dubitsky, it tastes so delicious users won't want to spit it out. "Without alcohol, dyes and artifi- cial sweeteners, you don't have to," Dubitsky said. "Sweet." Hello also offers a line of t o o t h b r u s h e s with handles made with 50 percent recycled materials. "They don't spin, whir or pulsate, but if you pair them with our tooth- paste, your tastebuds very well may," Dubitsky said. In keeping with the friendly nature of the brand, Dubitsky also offers up this friendly reminder: "Please brush after every meal, and please replace your toothbrush, even if it's not one of ours, every 90 days or so." For more information, visit www.hello -products.com, call 855.hi.hello or email hi@hello-products.com.