Rite Aid Wellness Ambassadors
As part of Rite Aid’s new Wellness store formats, Rite Aid has positioned its Wellness Ambassador in front of the OTC aisles armed with an iPad that has access to vetted health information. “Our Wellness Ambassadors play an important role in the customer experience,” noted Robert Thompson, Rite Aid EVP pharmacy. “They’re there to help patients talk to the pharmacist [for] specific answers to their health questions,” he said. “With us, it’s personal,” Thompson added, referencing Rite Aid’s long-standing maxim. “This is just an additional resource dedicated to building a personal relationship with our customers.”
Rite Aid’s Wellness Ambassadors also are fostering relationships with the local health community with visits to nearby senior homes and healthcare practices armed with information on all the services Rite Aid pharmacy offers.
And the Wellness Ambassadors are specially trained through a regimen that includes a series of live classroom sessions, computer-based modules and on-the-job training, along with regular updates.
Rite Aid fields 423 Wellness format stores today, all of which are populated with a Wellness Ambassador, and plans to grow that number to 780, or 17% of the company’s store base, by the end of its fiscal 2013.
Walgreens Health Guides
The Walgreens Health Guide has a pharmacy technician license and at least two years in medical training. While there is a station positioned in front of the pharmacy, the Health Guides more often are in the aisles helping patients rather than waiting for patients to come to them. “Right now, more people are taking care of their own health than ever before, and they’re looking for a location that is convenient, that is professional, that is affordable,” noted Marcel Naddaf, Walgreens market pharmacy director for the Indianapolis and St. Louis markets — the markets where the company first piloted its Well Experience formats.
Walgreens’ Health Guides are pulled from its pharmacy technician ranks and typically have two years of health education. Walgreens’ Well Experience concept has been implemented in close to 200 pilot stores in the Chicago, New York and Indianapolis markets as part of Walgreens’ Well Experience store format.
Colgate polishes up second quarter with strong sales of Optic White
Colgate-Palmolive announced in late July its second-quarter results and indicated that North American business remains solid, with market share on the rise in such categories as toothpaste and manual toothbrushes.
In an earnings call with analysts, Colgate executives noted the continued strong performance of Colgate Optic White toothpaste and expressed excitement about the launch this quarter of Colgate Optic White mouthwash to complete the existing regimen of toothpaste and toothbrush. The mouthwash, its first entry into the U.S. market, is an alcohol-free formula that aims to whiten teeth and freshen breath.
In addition to the mouthwash, the company also is launching Colgate Optic White enamel white toothpaste, which fortifies enamel through mineralization for strong teeth while providing a whitening benefit. This bundle addresses a large segment of whitening users and nonusers who fear long-term enamel damage. Enamel variance grew 22% in 2011 and now represents almost 6% of the toothpaste market, the company stated.
The company also noted that in the United States, new product launches — including Colgate Optic White and Colgate Sensitive Pro-Relief toothpastes — are strengthening Colgate’s leadership in toothpaste, with its share of that market reaching 36.6% year to date, up 1.5 share points versus a year ago. In manual toothbrushes, Colgate achieved brand market leadership year to date, driven by the success of Colgate 360° Optic White, Colgate 360° Sensitive Pro-Relief, Colgate 360° Total Advanced and Colgate Extra Clean manual toothbrushes.
North America net sales rose 2% during the second quarter ended June 30, as worldwide net sales also rose 2% to $4.3 billion during the quarter. Net income and diluted earnings per share in the quarter were $627 million and $1.30, respectively.
The article above is part of the DSN Category Review Series. For the complete Oral Care Sell-Through Report, including extensive charts, data and more analysis, click here.