Rite Aid announced its intention to transform the company into the leading whole health destination that treats mind, body, and spirit in March, and the integrated strategy to roll out RxEvolution has begun. The refreshed branding was unveiled with an advertising campaign demonstrating Rite Aid’s commitment to providing the perfect fusion of traditional medicine and alternative remedies to help people not just get healthy, but get thriving. The refresh also includes a new brand identity 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.
Over the past year, the retailer has been building the foundation for an elevated customer experience to deliver a fresh, differentiated experience across all channels targeting Millennial and Gen X women. 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 strategy 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. 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 invested in continuing education to ensure that all 6,300 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: Rite Aid has 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 update has 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.
Whole Health Merchandise and Experience: The brand refresh rolls out the whole health experience across 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. Customers will find products with attributes 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, NH. The third “Store of the Future” opened 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 drugstore 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’s “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 customers can feel good and get excited about—a refreshing change from the tired, traditional drugstore chain experience customers have grown accustomed to.
