Industry execs tout appointments, planning as key to succeeding at Marketplace

Drug Store News,  May 20, 2002  

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ALEXANDRIA, Va. -- As the countdown to the annual Marketplace conference hits the homestretch, the industry's leading retailers and suppliers are feverishly working to schedule meetings, complete category reviews and digest data.

The National Association of Chain Drug Stores has designed several innovative features to help both retailers and suppliers get the most out of this year's show, including an interactive Web site that showcases new products and helps set appointments.

Marketplace 2002 runs June 15 through 18 at the San Diego Convention Center.

Among the expected highlight's of this year's event: new research from the NACDS/American Greetings Research Council, a group of teen "Trendspotters" who will identify standout items from the showfloor and a special program on women's nutrition that is supported by EAS. Teen People will support the Trendspotters program.

To help retailers and suppliers prepare for the show, Drug Store News associate editor Michael Johnsen recently asked industry executives how they prepare for Marketplace. Their responses were:

"You need to define what you want to accomplish. This is most important. Based on that, there needs to be a lot of pre-planning for and pre-scheduling of appointments."

Enzo Cerra of Eckerd

"Complete any category revision before the meeting. Finalize the marketing plan for the coming year in terms of advertising, product promotion and so forth.

This is always a win-win meeting for everybody."

Michel Coutu of Brooks Pharmacy

"Set up appointments beforehand. We look to present our advertising and other special events throughout the year to our vendors. We request our partners to be prepared with data, showing how we compare to other chains, [as well as] what new initiatives they'll have in the next six months."

Gerald Heller of May's Drug Stores

"Go into the stores of all the retailers with whom you're meeting. From those visits, learn about store formats, product mix and in-store advertising. Learning about your customers is probably the best strategy."

Todd Kwait of Robert J. Kwait & Associates

"Come prepared with what your issues are. Have your data and share [it] with your vendor partners so that you can both [profit]."

Mark Panzer of Rite Aid

"We identify problems, such as with advertising, delivery or pricing, and prepare that information. We package our advertising plans for the coming year and present that [to our partners]. Other than that, we key on the search for new and different products."

Jerry Zlotnick of Medic Drug

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