Pharmacists are not spending as much time in the production phase as they did before. “They are still involved in the quality assurance of the final prescription. However, what we’re doing is taking a lot of the waste out, and utilizing our resources more effectively within the pharmacy,” said Konrad. “We’re enhancing the efficiencies to free up the time to utilize that time by our pharmacists for bigger and better things.”
Konrad provided the example of using technicians to perform data entry of the prescriptions, and putting the pills in the bottle, and labeling the bottle, and having pharmacists do the final check once the prescription is complete. “What we’re doing is ensuring that we have the properly trained workforce to be able to do those backend activities without the pharmacist and then present it to the pharmacist only.”
Rite Aid also places the top 100 prescription bottles in every store in close proximity to technicians. “Instead of the technician walking all over the store, they can have the majority of the prescriptions that they fill in proximity,” she said. “Once you take less steps, you are becoming more efficient and you can do more with your time.”
Rite Aid’s pay-and-go system, which enables a customer to pay for their prescription on their app is yet another efficiency booster. “This is important, especially with COVID, that when customers walk into the store, we are not wasting time at the register,” she noted. “If the transaction takes three minutes, we can pull those three minutes out of the transaction and then utilize a minute or two of that time to have a more meaningful conversation with customers.”
Beyond efficiency improvements, Rite Aid has been concentrating on redesigning stores and changing up its merchandising offerings to reflect the chain’s new emphasis on whole health.
“We’ve provided training to our pharmacists across our whole network that aligns to these whole-health-related topics, such as sleep, stress, immunity, and pain management,” said Erik Keptner, Rite Aid’s chief marketing and merchandising officer. “We also made sure that we had the products that represented not only traditional medicine, but also alternative medicine so the pharmacist can make a recommendation that spans that continuum between traditional medicine and whole health.”
Rite Aid has enhanced its beauty offerings too, adding clean and holistic skin care. It also is introducing beauty ambassadors at select stores — beauty experts who provide guidance and recommendations on beauty products and regimens that are trending.
Rite Aid also is adding a discovery area within beauty. “It’s more experiential and it revolves around beauty that goes from the inside out,” Keptner said. “What you put in your body, such as supplements, plays a large role in making you feel better. When you feel better you look better.”
As far as the look of the store, the lighting in the middle of the stores has been reduced. “This allows for full visibility across the stores so they are easy to navigate,” Keptner said. “There also is unique fixturing that highlights an increased level of assortment around key ingredients customers are looking for, including paraben and cruelty free, vegan, organic and non-GMO. Our merchandising philosophy has embraced the fact that customers buy on attributes rather than on brand today.”
Further change is taking place in the consumables category, where Rite Aid is showcasing more healthy snacking and healthy beverage options.
As Rite Aid adds more products that are related to whole health, such as CBD, other categories will be eliminated or narrowed, including its assortment of electronics, stationery, apparel and some household items, such as plungers, motor oils and WD-40.
While Rite Aid will to continue to provide the utmost in service to its senior customers, who are heavy users of pharmacy, Keptner said it is targeting 25- to 49-year-old female shoppers who are drawn to the whole-health category.
“They are the future pipeline of growth,” Keptner said, pointing out that the chain is using TV, radio, digital, CRM and targeted direct mail strategies to attract these customers. “We’re using a 360-degree campaign to drive the fact that Rite Aid is changing and we’re on this journey to become a whole-health destination.”
So, what does the future hold for a chain that is taking a futuristic approach?