The latest trends in GM rally together at Marketplace

Drug Store News, August 3, 1998 by Allene Symons

Many of today's social trends from new technology and consumers' penchant for scented products to hot licenses and aids for living aimed at aging baby boomers-were clearly in evidence at the recent NACDS Marketplace show in Philadelphia.

As general merchandise becomes more important than ever in a time of pharmacy-margin squeeze, chain drug buyers at Marketplace were on the lookout for new front-end products and ways to enhance photo and greeting card sales. Manufacturers provided them an ample range of items, from seasonally themed products to housewares to entertainment offerings.

* Whiff of novelty. While buyers in other halls may have been sniffing samples of fragrance and bath products, back in Hall A, the buyers were sniffing scented candles, decorative and liquid potpourri from Guild House and scented candles from Candle-lite (where vanilla and black cherry are among the top scents).

* Products for PC users. Marketplace was more high tech than ever this year, with numerous offerings-including items that a year ago might have seemed beyond the chain drug channel shopper. This is no longer true, as examples included Mead's Techmates for media storage (like its Grab and Go CD Carrier) and 3M's CD-ROM essentials (CD Scratch Remover Kit and CD & CD-ROM Clean Wipes and Spray Cleaner).

* Photo makes a good showing. Eastman Kodak promoted its forthcoming Internet connectivity service with America Online and gave Picture Maker print-to-print and image enhancement demonstrations. Kodak also featured its Kodak Max line of 35mm film (now available in 400 as well as 800 speeds) and displayed both its latest Advantix APS (with two views) and its specialty one-time-use 35mm cameras. The latter, in waterproof and panoramic models, can provide an "entry point" for a consumer to discover new and exciting ways to take pictures, noted Jim Gordon, Kodak's vice president and general manager, account Management.

Fuji Photo Film featured its three-mode (classic, H and panoramic) APS one-time-use camera, along with its Aladdin Picture Center, which makes prints from prints (or negatives), as well as providing other creative enhancements on archival photographic paper, all on a 29 inch by 39 inch footprint unit.

Polaroid will soon launch its own version of one-time-use cameras: the Pop Shots instant disposable camera. The new Alter Image draw-able instant film is part of Polaroid's thrust to appeal to creative trends and refrigerator-art collectors. Yet another new Polaroid film that addresses this creative trend is Wild Sides, a new instant film with radical-design borders.

Vivitar featured its most popular point-and-shot cameras and a zoom 35mm model affordably priced at about $100. It also showed a new and very appealing camera for kids: it's see-through so kids can see the entire camera mechanism.

Konica showed its black and white one-time-use camera, its new Revio APS camera (with the features of the Canon Elph but at one-third less the price), and its photo-quality ink jet paper. Ansco featured two photo products especially for young photographers: a one-time-use camera with a stuffed animal and a Benetton camera bag.

Jazz Photo, which sells cameras under the Bell & Howell brand, offered a new Big Bird Talking Camera that chirps "watch the birdie," "smile" and "say cheese," thanks to voice-chip technology.

* In the other key GM category-greeting cards and social expressions (including gift wrap and party goods)-both American Greetings and Hallmark offered their latest lines and programs.

American Greetings showed its Wrap and Go gift wrap program, which includes coordinated designs and several options for a fast wrap, such as a miniroll with bow, sheet wrap with how, or gift bags and boxes with tissue, enclosure card and elastic ribbon. AG also introduced new bows, including a Starfish Bow.

Also on display were AG's Rugrats licensed products, which include party goods and other products. AG is also gearing up for its summertime "Best of the best" card program, which features its top selling cards and will be supported by a phase of its current ad campaign to tie in with the summer card selection. AG also offered a unique Elvis and Marilyn nostalgia line of black and white greeting cards with color accents in a wing display.

Hallmark launched its latest novelty card item: boxed miniature cards called Itty Bitty Greetings, with a half-dozen themes ranging from angels and romance to cards for the office. Also on hand was Mark Franzke, creator of the hottest new Shoebox character, Guru Guy. Franzke demonstrated how he creates his designs for Hallmark.

Along with its latest card lines, Hallmark showed the 1998 Keepsake Ornaments line, party goods, gift wrap--including the new Reflecta bows, which take on the color of the gift wrap--and a line of gift products featuring the Shoebox character crabby Maxine.

* Battle of the batteries. Energizer featured its new advanced formula lineup of batteries, which will ship this month, with a new ad campaign coming in the fall.