Latest evolution of RAD Wellness ‘90210-worthy’ - Part 1

BEVERLY HILLS, Calif. — Rite Aid celebrated the latest evolution of its Wellness store format, with a June 23 grand opening truly befitting of its 90210 address.

Beauty plays a starring role and is vastly expanded to add prestige lines, and a more interactive customer experience, with a huge mood-setting video wall and a beauty adviser — a relatively new in-store position; Rite Aid now has about 20 beauty advisors in select locations.

The store features lower sight lines between the front door and the pharmacy, and lower counters between pharmacy staff and patients. In addition to Wellness Ambassadors to help engage customers in OTC, the store also features enhanced signage and informational displays to help simplify product selection at the point of purchase.

Other new features include the company’s first in-store café and an outdoor dining patio with free Wi-Fi.

“The Beverly Hills store is a great example of how we are aggressively evolving the Wellness store format to identify concepts that perform and can be broadly applied to future remodels and test new concepts,” said Rite Aid president and COO Ken Martindale.

In the following pages, DSN looks at the newest Wellness store, and looks at how the format has evolved since its 2010 introduction.

For photos of the beauty section (Part 2), click here.

For photos of the general merchandise and consumables section (Part 3), click here.

For photos of the opening celebrations (Part 4), click here.