Pharmacists star in Target Rx effort

NEW YORK Target is looking to its pharmacy business to drive customer traffic and average transaction size, areas where Target has struggled this year as the weak economy prompted customers to shop elsewhere.

The aggressive in-store communication effort is part of a larger marketing initiative the company announced at the end of its second quarter.

At that time, EVP merchandising Kathy Tesija said the third quarter would see Target begin “an unprecedented integrated marketing campaign to drive even greater awareness for our pharmacy services and convert more Target guests into Target pharmacy guests.”

“These efforts will help contribute to store wide sales growth as loyal pharmacy guests are some of our best guests in terms of frequency and basket size,” Tesija said.

Target has its work cut out for it, as it will have to compete with Walmart and other retailers who all offer some kind of discount generics program, flu shots and other health services.