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11/13/2019

The human touch as a store brand

Alyssa Raine said Walgreens' initiatives to be more personable aren't about sales.

Personalization is a huge factor in store brands and provides retailers a chance to differentiate. It's one thing to personalize through products. But it's just as important to a store's brand to personalize through service.

During the first day of the Path to Purchase Expo (P2PX) in Chicago on Wednesday, two executives from Walgreens and CVS talked about how the retailers aim to be better communicators when it comes to health and wellness issues through personalization — that by being more personal to how they talk to their customers. 

Alyssa Raine, divisional vice president for brand marketing and creative at Deerfield, Ill.-based Walgreens, and Marcy Brewington, director of in-store marketing strategy for Woonsocket, R.I.-based CVS Health, spoke to the topic succinctly.

To emphasize the personal point, Raine shared an example of how Walgreens created 400 different digital videos for flu shot season, each tailored around a different shopper motivation and seasonal context.

At CVS, Brewington said that studies done of the store showed that shoppers were overwhelmed with signage and missing the relevant messaging they needed for health and wellness. CVS's new messaging will focus on enabling shoppers to find what they need quicker.

Check out Store Brands Managing Editor Dan Ochwat's coverage of Raine's and Brewington's presentations here.

Want more P2P? Path to Purchase Institute members have access to more than 1,800 articles and a library of 14,000 marketing and merchandising images along with detailed retailer profiles detailing operations and strategies. Visit p2pi.org for more information