Shopper Marketing - May 2017 - 78

INSTITUTE STRATEGIST

CVS on Trend
With Health Focus
Chain uses 'trend zones,' P-O-P materials
to showcase healthy products in stores

By Institute staff

After becoming the only national pharmacy
chain to eliminate tobacco products from its
shelves, CVS/pharmacy continues to make
merchandising changes according to its
health-focused strategy.
In its latest move, the drugstore chain
is deploying "trend zones" that highlight
healthy food items. Located within snack
aisles at select stores, the inline displays are
stocked based on specific diet trends.
A "Vegan Favorites" display, for example,
merchandises plant-based SKUs from brands
such as Kellogg Co.'s Pure Organic, Freeland Foods' Go Raw, Kind's flagship brand
and private label Gold Emblem Abound. The
selection of vegan offerings also includes
drinks such as DrinkMaple maple water,
which CVS recently added to its merchandise mix as part of a pilot program to stock
healthier beverages, BevNet reported. 
Other displays employ themes such as
"Snacks That Give Back" and stock products
from companies that support charitable
78

y SHOPPER MARKETING MAY 2017

causes. On CVS.com, a "Food and Snacks"
e-commerce page spotlights the trends and
associated products via a display ad. The
page also hosts informative articles on veganism and raw food diets. 
CVS also has given healthy food products
more prominent positioning near checkout
counters, in the refrigerated department
and on permanent "Better Bites" endcaps
after first broadening its assortment of the
items in 2016. The retailer replaced up to 25%
of junk food and candy offerings at checkout counters across all stores with healthier
snacks such as granola and protein bars after
a successful pilot in 500 test locations.
In addition to the aforementioned products, the lineup of healthy foods includes
items from Chobani, Amy's Kitchen, General Mills' Annie's and Larabar, All Markets'
Vita CoCo, Bai Brands' Bai, Hershey Co.'s
Krave Jerky, Kind and Clif Bar Inc.'s Clif. 
CVS also added healthier options to its
Gold Emblem Abound private-label line of


http://www.CVS.com

Table of Contents for the Digital Edition of Shopper Marketing - May 2017

Contents
Shopper Marketing - May 2017 - Intro
Shopper Marketing - May 2017 - 1
Shopper Marketing - May 2017 - 2
Shopper Marketing - May 2017 - 3
Shopper Marketing - May 2017 - Contents
Shopper Marketing - May 2017 - 5
Shopper Marketing - May 2017 - 6
Shopper Marketing - May 2017 - 7
Shopper Marketing - May 2017 - 8
Shopper Marketing - May 2017 - 9
Shopper Marketing - May 2017 - 10
Shopper Marketing - May 2017 - 11
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