Building Lone Star loyalty, the H-E-B way

Not many retail companies would give their customers a vote on how they design their new stores. It’s just one of many ways that H-E-B works to cultivate millions of loyal consumers.

The pharmacy is a focal point for those efforts. VP pharmacy Craig Norman and other pharmacy leaders have turned those large-scale drug store departments into a center not only for one of the largest prescription businesses in the Lone Star state, but also for a growing menu of health and prevention services. H-E-B’s pharmacists, for example, provide one of the most active vaccination programs in the state for influenza, shingles, pneumonia, meningitis and other conditions.

The chain also conducts an extensive health screenings program around such disease states as diabetes. Last year, H-E-B performed about 100,000 screenings in its stores.

Those efforts dovetail with the chain’s “Fully Fit” store-branding program, which provides icons right on packaging to identify healthy food choices throughout the store.

Customers also can access a range of discounts and wellness offerings via the H-E-B Rx Rewards Platinum card. A one-time enrollment fee of $5, which covers every member of a household, guarantees Rx Rewards cardholders discounts on all branded and generic medications — including 500 generics at a 30-day price of $5 and a 90-day prescription rate of $9.99 — as well as discounts on immunizations and pet medicines, a free inControl No Coding starter kit for diabetic patients, free health screenings and free prenatal vitamins.