NEW YORK — Founders’ Innovation Day, hosted by ECRM and retailmediaIQ, started with a packed house and a buzz of anticipation as two of the industry’s top retail voices took the stage in Manhattan. Michele Leblanc, vice president of Beauty, Personal Care, and the Hispanic Center of Excellence at CVS, and Zachary Dennett, vice president of Merchandising at CVS Health, delivered the keynote and immediately set the tone with a strong message: success in today’s retail environment depends on clarity, customer focus, and a willingness to leverage data at scale.
The session officially launched a program focused on insight, community, and connection for emerging CPG brands. As founders and innovators took their seats, Leblanc and Dennett introduced the framework guiding one of the largest retailers in the country. They called it ACE: Authority, Convenience, and Engagement or Empowerment. Each pillar, they explained, has become vital for driving long-term growth and creating a store experience that builds consumer trust.
Leblanc started by describing how CVS has boosted its role as a health and wellness leader. As consumers feel overwhelmed by options and seek guidance, CVS is emphasizing clinical trustworthiness and category knowledge to help shoppers navigate everything from personal care to specialized beauty routines. She pointed out that this focus has given them a competitive edge in a rapidly expanding market, thanks to new products.
Dennett then shifted to the theme of convenience, framing it not as a single tactic but as a mindset. Shoppers are omnichannel by default. They research online, search for deals in apps, and walk into stores already informed. CVS has responded by removing channel boundaries and investing heavily in reliability and availability. In-stock performance has become a key measure of convenience, he said, because nothing destroys trust faster than a shopper finding an empty shelf.
The keynote’s most forward-looking insights came as the pair discussed how CVS is reshaping its merchandising approach with AI and machine learning. With over nine thousand stores nationwide, truly local assortments have always been challenging. Dennett explained how technology now handles that complexity, allowing merchants to concentrate on building the right catalog and strategic vision while algorithms select the appropriate mix at each store. The goal is simple: when a customer enters, the store should feel tailored to that community.
For the founders in the room, many of whom hope to land on shelves at companies like CVS, the keynote highlighted another theme that ran throughout the day. Emerging brands matter. They bring energy, new shoppers, and fresh perspectives to established categories. But success requires more than just a good idea. Leblanc emphasized that brands must be ready to scale and have a genuine story that resonates with shoppers. Authenticity and operational readiness are not optional; they are essential.
Dennett concluded with a point that struck a chord with the audience. Retail success is not something a retailer grants to a brand; it is a partnership. The real question isn’t how a retailer like CVS will make a brand successful, but how the retailer and the brand can succeed together by telling a clear story, engaging consumers, and increasing demand.
As attendees moved into the following sessions, the CVS keynote continued to resonate through the halls. It set the tone for a day centered on practical insight, shared experiences, and strategic clarity. Founders’ Innovation Day promises content, community, and connections. CVS delivered all three before the clock struck ten.
