Daphne
Howland@daphnehowland
Nov. 9, 2020
Dive
Brief:
·
Rite Aid on Monday unveiled a rebranding that includes a new
logo, holistic health focus and website revamp, along with a store concept in
pilot mode. The logo replaces blue and red chevron color blocks with blue and
green, including a graphic of a mortar and pestle with an herbal sprig.
·
The drugstore retailer said it's offering a "fusion"
of traditional medicine and alternative remedies, and elevating the role of its
more than 6,300 store-based pharmacists, according to a company press
release.
·
The first three "Stores of the Future," two in
Pennsylvania and one in New Hampshire, feature pharmacists in more
accessible areas, the company said. As more open, some will include beauty
ambassadors, clean beauty products and "a spa-like destination."
Dive
Insight:
Rite Aid is joining
rivals in leveraging the elevated training of pharmacists as a marketing and
customer service advantage. CVS Health has moved most aggressively in this
area, establishing health clinics in many areas and acquiring a health
insurance company outright.
Rite Aid, which trails
behind other pharmacy giants and has faltered since its planned merger with
Walgreens fizzled a couple of years ago, appears to be differentiating
itself with an emphasis on alternative treatments like supplements and wellness
advice like getting more exercise, according to a new advertisement released
Monday.
Several communities saw
their Rite Aid locations close down or change over to Walgreens after its
would-be suitor did manage to buy a string of nearly 2,000
stores despite the merger breakdown. In those where Rite Aid is still standing,
customers may see a U.S. drugstore retailer finally willing to embrace its
retail side. The description of the new stores recalls drugstore retail in
Europe, which also emphasizes beauty and wellness and has pharmacists dispense
health advice, and even some U.S. medical marijuana dispensaries, which
often similarly focus on alternative wellness options.
"Customers will soon
take notice as the look and feel of our stores is being refreshed, our
merchandising mix evolves to an assortment that best supports whole health, and
perhaps most importantly, our trusted neighborhood pharmacists are empowered
and qualified to consult not simply on traditional medicines, but alternative
remedies as well," Rite Aid Chief Operating Officer Jim Peters said
in a statement. "We're redefining an industry, and aspire to get each
one of our customers to thrive."
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