Success in the mass market can be an uphill battle for some niche brands as retailers trim selection, bolster private-label offerings and pass on smaller brands they perceive as higher risk. However, retailers also are increasingly looking to distinguish themselves from the competition, whether it is through exclusive offerings, customization or in-store services.

“Sixty percent of all buying decisions have already been completed prior to ever speaking with a supplier. And most of us struggle with undervaluing our competitors and overvaluing our company assets. That is a deadly combination that makes you vulnerable.” That was one of the key messages Mack Elevation Forum founder and leader Dan Mack had for attendees of Friday morning’s Elevation Forum meeting. Mack created the program in 2008 for senior sales and marketing leaders, and today the group totals more than 30 companies who meet to discuss cutting-edge ideas and strategies emerging in the industry.

“When you create something for [our various retail concepts], you are creating a new experience and environment that makes us different than our competitive set. Exclusivity of the experience is a large differentiator.” That was a key message that keynote retail speaker Shannon Curtin, Walgreens divisional VP and GMM for beauty, personal care and seasonal, had for attendees of the latest Mack Elevation Forum.

How is it that some companies seem to thrive in an environment of uncertainty — even chaos — while most others fail?

Ideas are just as important to a winning company’s overall success as the products and services it sells. So, what’s your company doing to create a culture where the ideas that create your products and services are as important as the products themselves?

With an eye toward achieving better alignment between their companies and the nation’s leading retailers, executives from more than 20 noncompeting vendor companies gathered in June in Boston — after several days of selling at NACDS Marketplace — for the most recent meeting of the Mack Elevation Forum.


Success often is one of the biggest blind spots a company can have, because you’re so busy doing well you don’t have the time to assess what it is you’re doing. That is one of the core reasons for being for the Mack Elevation Forum, “a share group on steroids,” described program founder Dan Mack, EVP strategic business development for the Swanson Group. The forum hosted its most recent meeting Friday morning here at the Hilton Scottsdale.

It’s a new game. And the winners are the ones that follow the new rules...