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C h a i n D r u g s t o r e D a i l y 1 9 S u n d a y, A p r i l 1 7 , 2 0 1 6 EVOLVING CONSUMER NEED STATES REDEFINE CHECKOUT EXPERIENCE The retail checkout experience is changing, and the front end is no longer the only place where money changes hands. Today's shopper may not even experience the tradi- tional front end, as they now can choose from a variety of check-out options, like mobile, self-checkout, pharmacy, café and buying online to pick-up in stores. Working together, Mars Chocolate and Wrigley have defined the area where shop- pers pay for their goods and services as the Transaction Zone. With the shopper in mind, the companies' goal is to help retail- ers maximize sales and profit within the dif- ferent transaction zones by taking a macro approach to assessing checkout space. By ensuring the right categories are represent- ed, with the right space allocation and prod- uct assortment, they work with retail part- ners to address changing shopper needs, and in turn, maximize impulse sales potential. In the Transaction Zone – which includes the pharmacy in the drug chan- nel – the shopper is looking for balanced choices that satisfy all of their need states, whether that is to be refreshed, rewarded or reminded at the end of their shopping journey. Each impulse category plays a role in this, including the confec- tionery category. For example, gum and mints satisfy the shopper's need to refresh themselves, while non-chocolate confections and chocolate satisfy the shopper's need for a reward or an occa- sional treat at the end of the trip. According to Mars Chocolate and Wrigley, retailers can drive sales in the following ways: Capitalize on the Changing Retail Landscape Impulse items that meet shopper needs of Refresh, Reward, Remind™ should be made available in all areas of the store with check- out opportunities, including pharmacy, café, Buy Online Pick-up In Store (BOPIS) and order kiosks. Evolve the Transaction Zone Assortment and Regionalize/ Allocate Power Categories to Refresh, Reward, Remind Optimize products that perform best based on household penetration, frequen- cy and impulsivity, plus also incorporate macro trends and category size and growth rates. Since 83 percent of all con- fectionery purchases are on impulse, regionalize by grouping gum/mint as Refresh and chocolate/non-chocolate as Reward using visual cues to draw in dis- tracted shoppers. Covering all need states increases cross purchase. Ninety percent of beverage shoppers also purchase salty snacks, so adjacency of these Refresh categories will encourage the "and" pur- chase, and in turn, market basket growth. Incorporate the historical insights on product dwell time, merchandising items with lowest dwell time closest to the point of purchase. Evaluate Queuing to Improve the Shopper Experience Sixty percent of shoppers do not mind standing in line if it is merchandised appropriately, so enhance the assortment of desired impulse items, particularly in the faster growing transaction zones. Mars Chocolate and Wrigley are work- ing with retailers across channels to improve the Transaction Zone experi- ence and grow impulse sales by ensur- ing that shoppers' needs are satisfied at checkout. Visit Mars at booth #226, and the Wm. Wrigley Jr. Company at booth #242. For more information, visit www.mars.com or call 800.631.7630. CURAD IS BOLDER, BETTER First aid can be complicated for con- sumers, especially when patients have more urgent needs and have to make product decisions quickly to help them- selves or a loved one get back on the road to recovery. That's why CURAD is proud to announce a new look and feel for the brand. By redesigning the packaging to go from white to green, it makes it easier for consumers to spot on shelves. In addi- tion, it created a new logo for CURAD in the shape of a shield to represent strength and protection. Innovation is another driver for the brand, and the CURAD pipeline is thriv- ing to make even more of its hospital- grade technology available at home to consumers. Soothe & Cool ® Soothe & Cool is a hydrating, high water content pad that pulls the heat from the burn while giving moisture back to help the healing process. The hydrogel dress- ing provides a cooling effect that stops the painful, burning sensation. This bandage covers the burned area of skin for up to five days to promote an ideal healing environment by protecting against dehy- dration and external contamination. Soothe & Cool works on minor burns, blisters and skin abrasions. QuickStop! ® When cuts happen, it's instinctual to want to quickly stop the bleeding. If you have a fear of blood or are one of the more than two million people in the U.S. taking blood thinners to avoid the risk of blood clots, QuickStop! offers a quick and natural solution. New technology called M•Doc™, or Micro Dispersed Oxidized Cellulose, is a naturally derived material that speeds up the blood clotting process. Available in a bandage or a spray, QuickStop! rapidly absorbs the blood from minor, surface skin injuries and forms a protective layer over the wound. Truly Ouchless! Plastic Last summer, CURAD introduced Truly Ouchless!, a flex fabric line specifically designed with an innovative release adhesive so bandage removal is less painful than typical bandages. Now, Ouchless technology has taken things to the next level with new Truly Ouchless ® Plastic, making it even easier to secure after you've taken a peek at healing wounds and re-apply it. As CURAD continues to appeal to the needs of today's consumers, Medline is in a strong position to rise in the marketplace, delivering products backed by healthcare industry savvy and clinical expertise. For more information, visit booth #532 or go to www.curad.com. H. D. SMITH FOCUSES ON INNOVATION FOR PHARMACIES H. D. Smith is one of the largest inde- pendent, national wholesalers in the U.S., offering dozens of pharmacy services focused on the support, growth and prof- itability of regional chains. Developed in collaboration with its drug chain customers, H. D. Smith has added several new, transparent solutions that address those pharmacies' biggest market challenges. Dierbergs Markets, a regional supermarket pharmacy chain in the St. Louis area, is an H. D. Smith client utilizing innovative purchasing and support designed specifically for the Dierbergs team. "We were looking for a wholesaler who wanted a partner, not just another customer," said Greg Guenther, R.Ph., Director of Pharmacy at Dierbergs. "H. D. Smith won on price, but it was also the additional value offered to us. H. D. Smith has been a true partner, and we are extremely happy." In addition to innovative solutions, H. D. Smith's propri- etary supply chain transparency tool alerts customers on how to achieve new incentive tiers in their deal. This consultative relationship enables customers to buy and make decisions based on earned value they might not be aware of. With this insight, customers can increase their margins, decrease costs, improve product consis- tency and maximize patient outcomes. For more information, visit www.hdsmith.com.