Coutu: be a customer, shop your store

Drug Store News, Sept 27, 2004 by Antoinette Alexander

NEW YORK -- Brooks-Eckerd president and chief executive officer Michel Coutu had one clear message to all associates: Be the customer of your own store.

"Once in a while, take a shopping cart and a circular and shop your own store like a customer, Coutu said.

Coutu is hoping that by taking a first-hand look at the shopping experience in their stores, store managers can help renew Eckerd's tarnished image. Regaining lost customers is a challenge Brooks faces as it embarks on its Eckerd integration plan.

Some key points Coutu stressed:

* Every time you plan for an ad, keep the customer in mind.

* When you come into the store, make sure that the circulars are in view.

* Make sure that all advertising products are well signed.

* Make sure the products are in stock.

* Do not put your newest person at checkout. This is the most important person in the front of the store and is the one person--along with the pharmacist--the customer will remember.