Communication key in chain’s Rx initiatives

Brookshire Brothers introduced its newest supermarket with a pharmacy department to the town of Salado, Texas, in December 2009. Emily Watts, a Brookshire Brothers spokeswoman, noted that the Salado opening gives the chain a total of 67 operating pharmacies among 71 stores operating under the banner.

BROOKSHIRE BROTHERS

Headquarters: Lufkin, Texas2009 sales: $1.17 billion% change vs. 2008: -2.6%No. of stores: 71No. of stores with Rx: 67Avg. store size: 32,500 sq. ft.Rx sales: $91.3 million% of sales from Rx: 7.8%Sales per store: $16.5 million* Excludes 31 c-storesSource: Company reports

Pharmacy director Ted Zieschang said making headway had been tough in 2009, with the recession impacting Brookshire Brothers’ business. He said the company’s pharmacy operations had to deal with tighter budgets “just like everyone else.”

The retailer is finding new ways to communicate with consumers about its pharmacy and pharmacy operations. Among the efforts that Brookshire Brothers pursued last year was a social media initiative. Active on both Twitter and Facebook, the company has used social media to alert consumers to such pharmacy programs as the availability of H1N1 flu shots. In particular, on Dec. 28, 2009, Brookshire Brothers used its Facebook page to let customers know that inoculations would be available the next day and to connect them to the pharmacy finder on its Web site.

Brookshire Brothers is using the pharmacy section of its Web site to promote its Script Saver, which promises lower prices on a wide assortment of commonly prescribed drugs. Free sign-up entitles consumers to participate in Brookshire Brothers’ $4 for 30-day and $10 for 90-day generic prescription drug programs.

Login or Register to post a comment.