SHELTON, Conn. — Actively promoting an over-the-counter medicine outside of the retail box not only drives foot traffic, but it helps increase sales across households with a higher income and also more heavily indexed OTC product consumers, TABS Group CEO Kurt Jetta told attendees of a webcast covering a recent TABS Group Consumer Value Study. And while passively promoting at the shelf also pushes sales higher, the return on promotional investment is not nearly as robust.
