Editorial Letter

By Jessica De Vault Hale

2022 New Year, New OTC?

Jessica De Vault Hale EDITOR A lot has changed in the last two years. As the result of a global pandemic, we’ve seen supply chains disrupted and sky-high inflation of everything from product ingredients to packaging supplies. Consumer shopping behaviors also changed dramatically to adjust to a new isolated way of life.

As we embark on another year filled with uncertainty, convenience will continue to reign supreme. E-commerce will be more critical than ever, with many shoppers choosing to purchase or research their next product online. When they do have an in-store experience, expectations will be higher. They’ll want to find what they’ve been eying online and be assured your store has it in stock to buy in person.

With so many expectations for a new year, it’s no wonder we’re seeing individuals and businesses reinventing themselves and approaching their lives differently. Now is the time to live and thrive, not just survive.

Isn’t it time that businesses follow suit?

The spirit of reinvention offers an excellent opportunity for you to reimagine your OTC. You could improve your store layout, product offerings, and policies and ditch what doesn’t work. This is also the time to ask the hard questions: Are you marketing to your customers or assuming they’ll continue to return? Are you offering online purchasing or curbside pickup for the convenience of your shoppers? Does your OTC stand out from the competition?

If you’re not satisfied with your answers, now is the time to make the necessary changes. Get started by learning how to lead your sales teams with clarity in this month’s Business Tips on page 16. And get up to speed on the hottest new multicultural products throughout this book to ensure you’re carrying the items your customers love!

Ditch the status quo and take your OTC business to the next level by resolving to provide a new and improved customer experience for 2022.