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Pharmacy launches customised merchandising offer



Pharmacy launches customised merchandising offer??
US retailer and mail order company CVS/pharmacy has launched a customized merchandising programme to communicate incentive offers to members of its ExtraCare loyalty scheme.
The retailer is using exclusive product packaging and displays to communicate “Bonus Values” on economy-sized SKUs from national brands. The savings are delivered as Extra Bucks rewards – future savings that accrue automatically when loyalty cardholders purchase a specific product – and are printed directly onto shelf trays or incorporated into packaging.

The Extra Buck programme runs until February 14, and offers include products from Wyeth Consumer Healthcare, Pharmavite’s Soy Joy, General Mills, Hershey, Mars,Kimberly-Clark, SC Johnson and other product manufacturers. Some private-label products, such as cotton swabs and paper towels, are also featured in the offer.

Participating products are merchandised on endcaps and seasonal gondolas carrying headers, side panels and violators that proclaim, “Bonus Values” and “Limited Time Only!”

Brand-specific merchandisers bearing Extra Bucks offers first appeared in early 2008 and have steadily trickled into stores ever since. CVS says it traditionally communicates Extra Bucks promotions in weekly circulars and a monthly “Extra Value” book, as well as on shelf signs, ceiling banners and other graphics in stores.

CVS has 6,347 drugstores in the US, in addition to 57 specialty pharmacies and 27 mail-order pharmacies in 44 states.

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