Rite Aid embraces omnichannel retail with vision care center

Rite Aid's latest Wellness store concept features a new interactive Vision Center kiosk that allows customers to try new frames in the store and order prescription glasses and contact lenses for home delivery. It's not only an example of flowing self-diagnostic solutions into the self-care aisles, but it also keeps those customers in the store longer. And because it's positioned opposite the pharmacy, it can make that quick wait for the prescription that was just dropped off that much faster.

And it's a step toward omnichannel retailing. Prescription glasses also can be found at RiteAidVisionCareCenter.com, where shoppers can shop virtual frames using a photo of themselves. Shoppers who still need to feel the frames can go to the Vision Center kiosk, or Rite Aid will send up to four frames to a consumer's home for trial.

"The next generation of Wellness stores will continue to focus on wellness empowerment, as more consumers seek information and advice on how to manage their health and pursue wellness," the company stated in a communication to suppliers. "We now have 570 wellness stores and expect to have a total of 780 completed by the end of our fiscal year in February 2013."

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