Expanding fitness focus
Fitness sells. And with the number of seniors looking to maintain their health and wellness by staying active, fitness sells well.
“It’s pretty clear from the front-line program directors that they see things trending even more strongly toward more functional, life-enhancing types of training and equipment,” stated Kathie Davis, IDEA’s executive director. Given the millions of baby boomers who are aging into active seniors, training is all about promoting an increased quality of life, reducing injuries and keeping people more actively engaged in life as they age, she said.
That’s just one of the reasons why this expanded get-fit set at Rite Aid resonates. This fitness set, featuring Zon personal exercise equipment, was blown out to 8 linear ft. and positioned just outside of a GNC store-within-a-store feature.
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Interacting with endcaps
Walgreens has implemented a new attention-grabbing way to merchandise its endcaps: a touch-screen monitor that sets the store apart from traditional retail pharmacy experiences. As part of its Chicago flagship, two endcaps across from the pharmacy feature interactive touch screens. One features information on smoking cessation, the other on heart health.
The interactive initiative also directs in-store patients to the retail pharmacy’s trademarked “Answers at Walgreens” feature on Facebook, boosting its potential touch points with customers through its expanding social media platform. That application was launched a year ago in partnership with Sharecare, an expert question-and-answer online platform addressing health topics.
An excellent way to grab attention is to go underneath the radar with sneaky strategies to pull attention without bringing attention to yourself. It is sort of difficult to do but a lot of stores manage to do it with advertising and clever product placement.
Attractive unit, intelligent content, engaging media - great idea all the way around!!
Doubling last season’s flu shots
“You vs. Flu … you win with a flu shot!” Of course, patients aren’t the only winners now that pharmacies are actively touting their flu shot and other vaccination services. It’s quick. It’s easy. And it’s driving the number of flu shots delivered each season.
As many as 111 million Americans had gotten a flu shot by mid-November, according to the Centers for Disease Control and Prevention, representing 36% of the American population over the age of 6 months, which is slightly up from the same year-ago period. And more influenza vaccines are being administered in a retail setting. While 55% of people still got their vaccinations from their doctor’s office, a little more than 1-in-5 adults have been vaccinated in a retail setting.
“Despite a very weak flu season, flu shots administered by CVS pharmacists nearly doubled versus the prior year, which also helped to drive our pharmacy comps,” said Larry Merlo, CVS Caremark president and CEO.
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