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Chain drug stores' "micromarketing" efforts require suppliers' assistance -- Eckerd exec.

This article was originally published in The Rose Sheet

Executive Summary

CHAIN DRUG STORES "MICROMARKETING" EFFORTS NEED SUPPLIER HELP to implement those attempts fully, Eckerd Senior VP- Merchandising & Purchasing Enzo Cerra told the Nonprescription Drug Manufacturers Association's annual regulatory/marketing seminar in East Rutherford, N.J. Eckerd, for example, operates "2,800 stores in 38 major markets," and "there are many, many different ways to cluster them," such as "income, age, race, lifestyle," Cerra said. He told manufacturers: "You need to tell us how your products sell in these different types of stores and make recommendations to us for changes by store type."
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