With the launch of Family Vitamin Center, CVS/pharmacy created a new health hub on CVS.com to help educate customers on the vitamins and supplements that can support their personal health goals. The site is designed to declutter the dietary supplement aisle with features like an interactive questionnaire and guidance tools that provide personalized supplement recommendations. It also allows users to shop by goal, such as heart health or immune support, and get the latest health tips. And perhaps most important, there's an automatic replenishment program.
It's a smart play. Those who supplement regularly fall into one of two categories — they're supplementing as part of a major lifestyle improvement change, or they're supplementing because they're already living that healthier lifestyle. In either case, you've got a consumer looking for — and willing to pay for — healthier solutions. CVS/pharmacy is positioning itself to be that solution.