WestRock's Nicholas talks elements of successful retailing

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WestRock's Nicholas talks elements of successful retailing

At the National Association of Chain Drug Stores Annual Meeting, Drug Store News caught up with Leon Nicholas, vice president of retail insights and solutions to discuss the state of the industry and where it’s headed.

The wide-ranging conversation included a discussion of such elements of retail as marketing, areas for growth both digital and physical, how to effectively understand consumers and keep them informed, as well as what the future might hold.

“The reality going forward is that retail needs to decide how it makes the transaction more productive for the shopper and drives the shoppers return on the time she’s invested in the store” Nicholas said. “At Westrock, we’re seeing a significant movement among many of our customers to start thinking, not just about trip types, but trip purposes. Trip purposes today are moving closer to occasion solutions for the shopper. That is the fundamental issue for merchandising today. 

Watch the full video above.