MINNEAPOLIS —Target shoppers who weren’t aware the retailer operated pharmacies will be hard-pressed to overlook that fact any longer now that an aggressive in-store communication effort has begun.
The campaign seeks to leverage the credibility and knowledge of pharmacists and consumers’ thirst for health care with extensive signage throughout the store that encourages customers to “ask us.” The in-store program is the first leg of what Target has indicated will be an unprecedented integrated campaign featuring the company’s first-ever national television spots to promote its more than 1,500 pharmacies.
Target is banking on the marketing surge to not only grow the pharmacy business but also increase overall customer traffic, average transaction size and loyalty. The extent of in-store efforts reflect how serious the company has become about promoting pharmacy. “Ask Us” signs are positioned above store entrances, in main aisles and above the pharmacy. The retailer also makes use of vertical placards on multiple endcaps near the pharmacy to tout the “Ask Us” message. Floor graphics are also part of the effort and used in the aisles leading to the pharmacy counter.
Several of the signs promote $4 generics, which is consistent with the value message Target has sought to convey of late as it battles consumer perceptions that it isn’t price competitive with arch-rival Walmart.