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P2PX Update: CVS Health to refresh all store signage

The nation’s two largest drug store operators want to become better communicators with their customers — offline and on.

CVS Health and Walgreens Boots Alliance are both looking to get more personal with how they talk to shoppers. During a presentation at the Path to Purchase Expo (P2PX) in Chicago, executives from the two companies gave updates on their engagement strategies. Interestingly, CVS focused its remarks on physical stores, while Walgreens talked more about digital strategies — a reflection on how retailers across the board are juggling online and offline initiatives.

In a big reveal, Marcy Brewington, director of in-store marketing strategy, CVS Health, announced a “full redesign” of in-store signage for each of the chain’s 9,000 stores. The update will roll out slowly throughout the year — planogram by planogram — and be completed by the end of 2020. Assisting CVS in the initiative is Arc Worldwide.

Brewington noted she was “going old school” with a presentation about in-store signage. And she was right — but the fact is the majority of retail sales still occur in physical stores and signage remains one of a store’s most critical elements. Brewington also hit on an important point, noting that the motivation for the in-store initiative is the same as a digital engagement one: “How do we enhance the shopper experience?” Studies had showed that CVS shoppers were overwhelmed with store signage and missing the relevant messaging they needed. The new messaging will focus on enabling shoppers to find what they quickly. CVS is to be commended for taking on such a major overhaul of its stores nationwide.

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Sharing the stage with Brewington was Alyssa Raine, divisional VP, brand marketing and creative, Walgreens, who discussed the company’s online personalization strategy and its mobile app. The app is tied into its 90-million-member loyalty program, the largest in the U.S., with a whopping 90 million members.

While the two retailers chose to focus their remarks on different part of the omnichannel experience, they shared a concern that is paramount among all retailers today: how to improve the shopper experience and more personally engage shoppers. For more on the CVS and Walgreens presentation at P2PX, click here.

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