Shopper Marketing - June 2016 - 98


INSTITUTE STRATEGIST

CVS Moves into Target
Transition of pharmacy departments in full swing,
creating what executive calls a 'win-win'

By Institute staff

The transition of Target's pharmacy business to CVS/pharmacy is in full swing as the
mass merchant's pharmacy counters across
the U.S. receive makeovers.
The first CVS counters started showing
up within Target stores in North Carolina in
February; by April, the retailers were about
a quarter of the way through the conversion
process, having completed more than 400
integrations.
Soon, all 1,672 of Target's pharmacies will
be converted, growing CVS' reach to more
than 9,000 pharmacy counters nationwide
and expanding its presence in markets such
as Seattle, Denver, Salt Lake City and Portland, Oregon. CVS will also take over all 79 of
Target's MinuteClinic operations and plans
to open up to 20 new MinuteClinics in Target stores within three years.
Going forward, CVS will have a presence
in all new Target stores that offer pharmacy
services, including five to 10 small, "flexible
format" Target stores the retailer plans to
98

y SHOPPER MARKETING JUNE 2016

develop over the next two years. Target's Up
& UP private label - which includes personal
care and OTC SKUs - will remain the go-to
product shelved alongside national brands
in the stores.
Outdoor banners advertising the partnership between the retail and pharmaceutical
giants are positioned outside Target stores
at locations that have been integrated.
In the pharmacy departments, standees
encourage shoppers to let CVS "fill your
prescription while you fill your cart" while
tearpads on counter signs offer take-ones
that invite shoppers to sign up for text alerts
from CVS to continue receiving reminders.
Brochures that are also available at pharmacy counters explain how the transition affects prescriptions, how to set up text alerts,
and how CVS' pharmacy ExtraCare loyalty
program - offered at all integrated locations
- works.
An extensive marketing campaign spanning radio, direct mail and digital advertis-



Table of Contents for the Digital Edition of Shopper Marketing - June 2016

Contents
Shopper Marketing - June 2016 - Intro
Shopper Marketing - June 2016 - 1
Shopper Marketing - June 2016 - 2
Shopper Marketing - June 2016 - 3
Shopper Marketing - June 2016 - Contents
Shopper Marketing - June 2016 - 5
Shopper Marketing - June 2016 - 6
Shopper Marketing - June 2016 - 7
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Shopper Marketing - June 2016 - S1
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Shopper Marketing - June 2016 - S11
Shopper Marketing - June 2016 - S12
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