October 03, 2003

CVS Raise the Bar


Newest CVS

Newest CVS: Everything a drug store should be

WAKEFIELD, R.I. � CVS Corp. has raised the bar.

The drug chain�s newest store, largest in the company at 19,500 square feet (selling), which opened last month as a replacement for a smaller CVS in this southwestern Rhode Island community, is everything today�s promotional drug store should be � and then some.

Some of the elements that set it apart � and above � include:

--A crisp, bright, pastel-oriented graphics and lighting package, the primary function of which is to clearly tell customers what is in the store and where it is located.

--A low-profile configuration that sacrifices product height and density to perform the more important task of providing the customer with a clear view of the entire store and its merchandise from anywhere within the store.

--Clear, bold aisle and product signage that leaves no doubt what is on each gondola.

--An extensive (65-foot) beauty care run, possibly without equal in chain drug retailing, which offers options for every consumer, regardless of her outlook, tastes, preferences, proclivities, or the size of her pocketbook. In addition to including the basic drug store cosmetics and toiletries assortment, the mix runs the gamut from such French imports as Pierre Fabre�s Avene skin care line and

L�Oreal�s Vichy brand � both marketed under a Healthy Skin Center logo and enhanced by a beauty consultant � to CVS� just-launched Lumene line of color cosmetics, skin care and spa products.

--A pharmacy counter that wraps its way around the rear of the store, offering customers a variety of drop-off, consultation and pickup points, while conveying professionalism and efficiency.

--A prescription waiting area outfitted with a plasma-screen television.

--A photo counter, located at the front of the store that emphasizes digital photography with all its possibilities � again highlighted by a well-trained and knowledgeable staff and offering a full range of photo services.

--A vitamin assortment organized not by supplier or vitamin but by health need, encouraging the customer to purchase specific vitamins, minerals or nutritional products to counter specific health care concerns.

--Such consumer conveniences as a clearly visible (along the rear wall), 12-foot chilled beverage case and a Wellness Information Center offering (for purchase) an extensive assortment of health care books, magazines and literature.

As for the rest of the store, it utilizes its full complement of space wisely, not by expanding the mix but by enlarging assortments and widening the aisles within the basic mix. In that sense it remains, despite its size, a basic drug store. But the attention it devotes to simplifying the shopping experience � one that includes an in-store greeter who hands out a store directory � is again all too rare in today�s chain drug store environment.

In Wakefield CVS has got it right. It only remains to be seen if the retailer can sustain the momentum and customer delight it has succeeded in achieving in this dramatically exciting and efficient promotional drug store.

Posted by Craig at October 3, 2003 06:22 PM