DSNTV: Chasing — and engaging — today’s elusive consumer

Retailers and suppliers need to work harder to find creative ways to better engage today’s “elusive” consumer and motivate her to want to make a trip to the store, Lisa Paley, chief customer officer for Pfizer Consumer Healthcare, told Drug Store News for the latest edition of DSNTV Executive Viewpoint video interview series.

“The consumer is a little elusive right now,” Paley explained. “They’re in control, but they’re not as identifiable: they’re doing a lot [online] pre-shop before they come to the store; they’re buying online; they’re buying [in] brick and mortar, so they’re a little hard to track and a little harder to engage to want to make the trip into the store.”