A trip to the drug store is no longer just an opportunity to refill a prescription or restock the family first aid kit. Today’s retailers are instituting different programs to provide shoppers with a more value-added experience, experts note.
“Drug channel marketers have employed a number of programs to entice consumers — expanding assortment of food and beverage, enhancing private label, stepp[ing] up effort on overall wellness, and [offering] more customized shopping experiences,” says Susan Viamari, editor of Chicago-based Information Resources Inc.’s (IRI) Times & Trends.