Comprehensive rebrand effort represents
milestone in Rite Aid’s RxEvolution strategy
Taking the next step in its transformation, Rite Aid (NYSE: RAD)
officially launched its refreshed brand today with an advertising
campaign that demonstrates Rite Aid’s commitment to provide the
perfect fusion of traditional medicine and alternative remedies to
help people not just get healthy, but get thriving. The brand
refresh also includes a new brand identity (logo) that is rolling
out across the chain, whole health merchandise, a refreshed digital
experience, and its new Store of the Future store prototype
currently piloting in select markets.
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the full release here:
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Rite Aid “Stores of the Future” showcase
a modern store design concept focused on whole health,
revolutionizing the classic drug store experience by bringing
pharmacists out from behind the counter and into the open. (Photo:
Business Wire)
The integrated rebranding effort is part of Rite Aid’s
RxEvolution strategy – originally announced in March – to transform
the company into the leading whole health destination that treats
mind, body and spirit.
Rite Aid seeks to deliver a fresh, differentiated experience
across all channels with a company strategy targeting Millennial
and Gen X women who take care of themselves, their children, aging
parents, and even pets. Over the past year the company has been
building the foundation for an elevated customer experience. Rite
Aid 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.
“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.”
Elevated Role of Pharmacists
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. Rite Aid’s RxEvolution is built around a
firm belief that pharmacists can uniquely help consumers – and the
regional health plans and the medical community that serve them –
by more holistically and regularly engaging with them in between
physician visits.
The new branding and ad campaign illustrate how Rite Aid
pharmacists will elevate their role as whole health advocates
within their communities, leveraging the high level of trust
consumers already have in pharmacists and the frequency consumers
access pharmacies during their everyday routines. Rite Aid also
invested in continuing education to ensure that all Rite Aid
pharmacists are not only certified immunizers, but now also trained
integrative pharmacy specialists – so they are uniquely qualified
and prepared to elevate the overall well-being of their customers
and communities.
“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.”
Upgrading the Digital Experience
In recent months, Rite Aid also launched a completely modernized
online experience through RiteAid.com and its mobile app, kicking
off a digital refresh that provides customers with an elevated user
experience. The enhanced RiteAid.com and mobile app feature a
fresh, modern look with personalized content, intuitive navigation
and a more user-friendly online shopping cart.
In addition to existing prescription delivery options, Rite Aid
has continued to form partnerships and invest in technology to
offer customers new omnichannel shopping options. For example, a
recent partnership with Instacart made delivery of non-prescription
items available across the chain’s entire retail footprint, which
has become even more important amid the COVID-19 pandemic. Rite Aid
also offers prescription delivery at most locations, and will soon
announce a new partnership to expand this service.
Whole Health Merchandise and Experience
The whole health experience carries through Rite Aid’s retail
and digital footprint – the product assortment is shifting based on
the insight that Rite Aid’s growth target consumers increasingly
crave products that are conducive to a healthy and balanced
lifestyle. Throughout Rite Aid stores and digital experiences,
customers will find products with attributes that today’s consumers
demand, such as organic, non-GMO, cruelty-free, clean, and free
from harmful chemicals.
The merchandising mix also includes a shift toward alternative
remedies that support whole health – products that help customers
get better sleep, alleviate stress, support immunity, and address
pain are all major focus areas for Rite Aid. As more
wellness-oriented products hit the shelves, Rite Aid pharmacists
are ready to offer insight and answer questions. Additionally,
front-end associates are receiving ongoing education on these new
products and their attributes so that they can help customers find
what they need.
Stores of the Future
Helping drive the RxEvolution and elevate the in-store
experience further, Rite Aid recently introduced its first two
“Stores of the Future” – a modern store design concept focused on
whole health – in Etters, Pa., and Littleton, N.H. The third “Store
of the Future” opened today in Moscow, Pa., with additional
locations rolling out in select markets in the coming months.
Rite Aid’s “Stores of the Future” revolutionize the classic drug
store experience by bringing pharmacists out from behind the
counter and into the open, enabling them to be easily accessible to
offer advice to customers. Featuring an airy interior filled with
vibrant colors, modern signage and an enhanced merchandise
assortment, Rite Aid “Stores of the Future” are modern neighborhood
destinations to inspire clean, healthy living.
Rite Aid will also have beauty ambassadors in select stores to
offer guidance on the company’s updated, on-trend beauty product
mix, which includes a shift toward natural, chemical-free options.
The result is a store that feels like a spa-like destination for
products that customers can feel good and get excited about – not
the tired, traditional drugstore chain experience customers have
grown accustomed to.
For more information about Rite Aid's RxEvolution, visit
www.riteaid.com/rxevolution.
About Rite Aid Corporation
Rite Aid Corporation is on the front lines of delivering
healthcare services and retail products to more than 1.6 million
Americans daily. Our pharmacists are uniquely positioned to engage
with customers and improve their health outcomes. We provide an
array of whole being health products and services for the entire
family through over 2,400 retail pharmacy locations across 18
states. Through Elixir, we provide pharmacy benefits and services
to approximately 4 million members nationwide. For more
information, www.riteaid.com.
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version on businesswire.com: https://www.businesswire.com/news/home/20201109005400/en/
MEDIA: Chris Savarese 717-975-5718
christopher.savarese@riteaid.com
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