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06/08/2018

WestRock’s Nicholas discusses aisle reinvention on DSNTV

At the recent National Association of Chain Drug Stores Annual Meeting, Drug Store News caught up with Leon Nicholas, vice president of retail insights and solutions at WestRock, a supplier of paper and packaging designs.

Nicholas discussed some of the ways that companies can better reach consumers — including rethinking in-store displays, reaching a deeper understanding of consumers to personalize their experience and reinventing the aisle and the shelf to better merchandise products. He also discussed how packaging has evolved alongside the retail environment.

“The next big thing is really around measurement,” he said. “Say someone bought some milk. Did they buy it off a display? Where was the display? What time of day did they buy it? What were the conditions outside when they bought it? We’ve got to get much closer to understand the return on our merchandising investment. This is a big area for WestRock’s customers and WestRock itself — to be able to better measure precisely the conditions under which your product is sold.”

Watch the full video above for all the insights.
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