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Evolving a brand in the pursuit of Wellness
Drug stores, especially chain drug stores, brand themselves differently. But once customers step through the doors, they tend to only see slight variations of the same thing: the same shelves, too tall for mere humans to reach the top without a ladder; the same product categories every other drug store carries; the same pharmacy counter in the back of the store; and the same cash registers in the front. Some stores have carpets, others have tile floors.
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Rite Aid finds the magic words: Wellness empowerment
The entirety of Rite Aid’s marketing message can really be broken down to just two simple, yet powerful words: wellness empowerment.
It is those two words that have helped inform Rite Aid’s entire wellness platform, from the introduction of its wellness+ loyalty card program in 2010 to the rollout of its new Wellness stores, beginning in 2011. It is those two words that have helped reinvigorate Rite Aid’s business — from how the store is formatted and how it looks, to the energy that pops among Rite Aid’s Wellness Ambassadors.
The November/December 2012 Cough, Cold and Flu Ingredient Guide breaks down the indication, ingredients, purpose and dosage of Mucinex, Vicks, Advil, Theraflu, Delsym, St. Joseph, Hyland's Similasan and Zicam products.