It’s not that Rite Aid doesn’t want to be your grandmother’s drugstore chain anymore — it just doesn’t want to look like one.
The retailer, which has been steadily undertaking a multi-layer digital transformation, officially took the wraps off its new corporate branding and shared more details on its upgraded digital experiences and store prototype pilots. Part of the previously announced RxEvolution strategy, the new initiatives intend to evolve the company into a “whole health destination that treats mind, body and spirit.”
It specifically targets millennial and Gen X women caretakers, elevating the role of the pharmacist as a community health advocate.
As part of the upgrades, Rite Aid modernized its e-commerce infrastructure and online experiences. It launched a new website and mobile app earlier this year with personalized content and more intuitive navigation and checkout, and has teamed with Instacart for delivery of non-prescription items.
More First Looks
Rite Aid, which currently offers prescription delivery at most of its 2,400 locations in 18 states, dropped hints about a new partnership that will expand prescription delivery. It’s also shifting its merchandise toward alternative remedies supporting whole health, including sleep and stress remedies, while new beauty products intend to evoke a “spa-like destination.”
The company is piloting three “Stores of the Future” concept stores: two in Pennsylvania and one in New Hampshire. New store designs have updated color schemes, signage and merchandise assortment, and they emphasize the pharmacist as an asset by situating them into a more accessible location of the store.
Beauty ambassadors in select stores, meanwhile, will provide information on the new merchandise mix of chemical-free products.
Additional concept stores will open in the coming months.
Jim Peters, Rite Aid CEO, called the announcement an important milestone in the company’s pursuit to become a whole health destination. “We’re charging forward on our journey to revitalize the chain drug store experience — store by store, community by community — and today we’re ready and excited to invite customers to join us on this journey.”
The company released a new ad showcasing its new corporate branding: