Rite Aid is Getting a Brand New Look

Pharmacy retailer Rite Aid Corp. announced on Monday a new marketing and branding campaign that includes a new corporate logo, digital experience and a test of a “store of the future” design.

The company said it is targeting millennial and Gen X women, and has been working towards the revamp over the last year. This includes building new supplier relationships, employee training and tools. As per Rite Aid’s press release, the company has been establishing on-trend supplier relationships, delivering new and enhanced training, tools and work processes to all in-store associates, using Lean methodology to free up pharmacists’ time, modernizing its e-commerce infrastructure and online experience, and physically refreshing its fleet of stores. Together, this comprehensive approach is aimed at helping customers achieve a level of well-being that goes beyond traditional perceptions of healthy.

The new store designs have already launched in Etters, Pa., Littleton NH and Moscow, Pa. with additional store trials coming.

“This is an important milestone in our relentless pursuit of becoming the preeminent whole health destination. We’re charging forward on our journey to revitalize the chain drug store experience – store by store, community by community – and today we’re ready and excited to invite customers to join us on this journey,” said Jim Peters, chief operating officer, Rite Aid.

“Customers will soon take notice as the look and feel of our stores is being refreshed, our merchandising mix evolves to an assortment that best supports whole health, and perhaps most importantly, our trusted neighborhood pharmacists are empowered and qualified to consult not simply on traditional medicines, but alternative remedies as well. We’re redefining an industry, and aspire to get each one of our customers to thrive.”

Rite Aid’s 30-second television spot highlights the “Perfect Fusion” of traditional medicine and alternative remedies. At the center of this fusion are the company’s more than 6,300 trusted neighborhood pharmacists.

“Pharmacists are perhaps the most trusted and accessible – yet underutilized – healthcare providers,” said Jocelyn Konrad, executive vice president, chief pharmacy officer, Rite Aid.

“Pharmacists can and do serve as the last-mile connector in the healthcare ecosystem, and are trusted healthcare experts in people’s day-to-day lives. We’re unlocking their potential so our pharmacists can shine and do what they do best: care for our communities and customers.”

Rite Aid shares have dropped 31.8% for the year to date while the S&P 500 index is up 8.6% for the period.

Disclaimer: We have no position in any of the companies mentioned and have not been compensated for this article.