Rexall unveils 'Healthy Living' prototype


The change in both the design and merchandising strategy at the Healthy Living stores is apparent even before customers enter the store, with new, earth-toned exteriors designed to blend more easily with their surroundings and convey a healthier, more natural image.

Perimeter and in-aisle departments are aimed at different disease states and therapies, including oral care, diabetes, women’s health, bone density, etc. Each department features “information touch points” — signage cueing customers about health benefits and other helpful information.

Rexall CEO Andy Gaincamilli showcases the store's in-aisle departments.

A "wet play station" allows customers to sample products.

A Rexall Healthy Living Patient Interactive Terminal in prototype stores is equipped with touch-screen capabilities to allow patients to research health information and learn more about disease, prevention, over-the-counter remedies and other topics.

The store's redesign allows for a clear sightline to the pharmacy, which has been expanded to roughly 900 sq. ft.

"Our goal here is to improve health care for Canadians," said Rexall CEO Andy Giancamilli.

The store's huge, combined skin care and beauty care department, called the Derm Centre, is staffed by an expert skin care adviser called a derm consultant, and features a huge assortment of high-end and mid-priced brands for healthier skin.

The Derm Centre is set off by light blue coloring.

A "Dermo Analyzer," which provides interactive skin analysis, helps derm consultants work with individual customers to create a customized skin care regime.

Upon entering the store, customers can get help at the "Healthy Living Station" from a specially trained "healthy living adviser," who provides guidance on products and introductions to pharmacy and skin care services, as well as other help.

The cosmetics department is highlighed with pink undertones.

The store's Healthy Living section, which includes over-the-counter products, is coded green.

The front-end convenience section is denoted with an orange background.

Katz Group Canada’s flagship Rexall drug store chain has unveiled a new retail format, called Rexall Healthy Living Pharmacy, aimed at making its stores “an innovative health destination” that will provide customers with preventive-health products and solutions, information to lead healthier lives and an integrated approach that weds such clinical capabilities as disease state management with wellness counseling.