Kerr format scores, 'naturally'

Kerr Drug is drawing heavy customer traffic and new shoppers with a new store-within-a-store format, called Naturally Kerr, that offers a large selection of natural and organic foods and homeopathic products. The concept debuted in two Kerr stores in April to coincide with Earth Day 2009. The stores, located in Kerr's home market of Raleigh, N.C., and in Asheville, N.C., devote roughly one-quarter of their selling floor to the new concept. To make space for the concept, Kerr eliminated automotive, light bulbs, small appliances and hardware. In their place are some 3,000 products normally found in health food stores. "It's brought in people who have never been in a Kerr store," said director of marketing Diane Eliezer. Kerr already is planning to add the concept to more of its stores.