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Shopper experience has always been king; trip differentiator may be more crucial in 2012
WHAT IT MEANS AND WHY IT'S IMPORTANT — Retailers have always been about enhancing the shopping experience, but there are two factors this year that really should underscore the importance in that customer focus. Differentiating a retail shopping trip by experience is a lot friendlier to the margins because a shopper willing to trade on shopping experience also is willing to spend a little more.
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Where everyone wants to be ... but how to get there?
“I have 20 years in the retail sector, and I know that not every pharmacist can be a specialist in a retail environment. So we give the pharmacists a higher level of confidence by using technology to target specific [national drug codes]. If a limited- distribution product or a specialty script that they either don’t stock or they have never seen before comes across the counter, the computer directs them to Hy-Vee Pharmacy Solutions.