Wellness Ambassadors link pharmacy, front end

One of Rite Aid’s most farsighted innovations has been the creation of a unique store position, the wellness ambassador, whose primary focus is serving customers to help deliver a better in-store shopping experience. Indeed, EVP of Pharmacy Robert Thompson calls the ambassadors “probably the most distinguishing characteristic” of Rite Aid’s Wellness store retail layout.

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As members of the pharmacy team, wellness ambassadors report directly to the pharmacy manager and serve as a customer-focused link between the pharmacy and the front end. More than 2,000 wellness ambassadors are now spread throughout the chain, helping consumers to navigate to the healthy products and wellness support available in its stores.



“They’re working the sales floor all the time with an iPad to help customers who may have product questions, and to give them access to information they need to make an informed decision,” said Thompson. “And if that question is something that our pharmacist is the most appropriate person to answer, they’re instructed to personally introduce that patient directly to the pharmacist. In effect, our wellness ambassadors are building a bridge from the front end to the pharmacy — and really elevating the level of service delivered in a Rite Aid store that you might not find in another retail operator.”



“Our goal is to be a credible source for valuable information to make sure that patients get the answers they need, and get the attention they need relevant to their health and wellness,” Thompson added. “Our wellness ambassadors really create that differentiating experience, so we can build stronger patient relationships within our communities.”



The wellness ambassadors also perform community outreach at local senior centers, health fairs and other venues, said Thompson. “They proactively take our message out into the community to let people know what Rite Aid has to offer.”