Sav-Mor promotes its small-town spirit
Armed with the positioning line, “It’s Time To Get Better,” Sav-Mor Drug Stores continues to emphasize the big difference between its network of franchised locations and the corporate mentality of the chain operations.
To that end, its most recent radio and television campaign positioned the pharmacies against the large national chains. The customer- service-focused campaign established the Sav-Mor pharmacist as “your personal pharmacist” along with the idea that “nobody cares more for the customer than the owner.”
To keep its stores in the public eye, Sav-Mor has diligently supported on-target marketing, aggressive advertising, traffic building promotions and public relations campaigns. Among its most successful is the Advertising Circular campaign, whereby the pharmacies produce 14 direct-mail tab and coupon books a year. While each store controls local delivery, each is able to tap into an advertising and promotions program that would be out of reach to an independent pharmacy. Other initiatives created to assist its independently owned and operated neighborhood pharmacies are improved store-level efficiencies.
Its rewards program continues strong, offering customers a 30-day supply of more than 300 drugs for $4 and a 90-day supply for $11.99. In addition, pharmacists offer one-on-one free medication reviews, as well as a 20% discount on all Quality Care over-the-counter products. The program was created three years ago for several reasons. “We put a value on working with our pharmacists to help manage prescription costs,” Sav-Mor president Richard Grossman told Drug Store News. In addition, it enables the chain to match big-box retailers’ prices and keep customers loyal to Sav-Mor pharmacies. The program still carries a one-time fee of $10.
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‘Defend’-ing against cold and cough
LOS ANGELES — Hyland’s is looking to parlay its success across its 4Kids line of homeopathic solutions into the adult section with the launch of the Hyland’s Defend line. The company already is recognized by parents for cold relief, with Hyland’s Cold & Cough 4Kids product sales growing by 250% per year, according to the company.
SymphonyIRI Group has Hyland’s liquid cough-cold offerings at $5.6 million in sales across food, drug and mass (excluding Walmart) for the 52 weeks ended March 20 — up 388.4%.
The Defend line includes three SKUs — Cold & Cough, Cold & Cough Nighttime and Sinus.
WAG monitors diabetes meter sales
Comparison shopping across blood-glucose meters couldn’t be easier than at Walgreens. Pictured here at a store just outside of Baltimore, customers can hold and feel the individual monitors and review individual bullet points as part of this pull-box display. Located just outside the pharmacy waiting area, the display also is ideal for quick and easy pharmacist recommendations.
Walgreens first started employing pull-box displays to showcase its meter offerings in June 2006, and the displays help drive sales. A manufacturer of pull-boxes suggested that electronics retailers have estimated sales increases of between 25% and 40% of digital cameras, cell phones and MP3 players due to pull-box displays. In addition to helping drive the purchase decision, the merchandising display also helps reduce the number of product returns on the back end.