Jewel-Osco adds incentives for Rx customers

CHICAGO —Supervalu continues to use its powerful Jewel-Osco banner as a testing ground for new programs, unveiling a new prescription discount program in July and plans to open a small-format store this fall.

The Prescription Plus plan now in place at 184 Jewel-Osco stores in Illinois, Indiana and Iowa, gives customers a 10 percent discount coupon for every five prescriptions they fill at an in-store pharmacy. The coupons can be redeemed at checkout for purchases made in the supermarket.

“Prescription Plus is Jewel-Osco pharmacy’s way of responding to the tough economic challenges many of our customers face today,” said Tom Rousonelos, vice president of Osco pharmacy operations. “Jewel-Osco aims to offer the most value-added pharmacy experience available.”

The plan also will count transferred prescriptions and refills toward the five prescriptions needed for the coupon. In addition to prescriptions, the purchase of other services offered at Jewel-Osco pharmacies, including immunizations and screenings, will apply to Prescription Plus discounts.

Supervalu also plans to debut a new smaller-format supermarket in Chicago this fall. Dubbed “Urban Fresh,” the 16,000-square-foot store will open in the Lincoln Park section of Chicago and emphasize ready-to-go meals along with a selection of fresh meats, seafood and produce.

“The smaller-store format is an exciting complement to our larger, more traditional grocery stores,” said Keith Nielsen, president of Jewel-Osco, which currently has 32 stores in the Chicago area. “We hope to learn as much as possible from this effort, paying close attention to customer feedback.” Supervalu has indicated the Urban Fresh format will not include a pharmacy.

Urban Fresh will be the latest in a growing number of small-format grocery stores launched in recent months. Tesco debuted its first Fresh & Easy stores in the United States last year and currently has 70 stores in Southern California and the Southwest. Safeway opened its first “The Market” store in Long Beach, Calif. in May and Wal-Mart plans to open small “Marketside” grocery stores in Phoenix this fall.