Longs remodels with 'Total Visual Appeal'

Drug Store News, Nov 17, 2003 by Doug Desjardins

SUNNYVALE, Calif. -- Longs Drugs is rolling out a new store modal in California called "Total Visual Appeal" that features new signage, wider aisles and a revamped "racetrack" layout. The chain has nine new and remodeled TVA stores open and will have 20 to 25 up and running by the end of the year.

Longs' first major remodel in many years was launched last month in stores near its corporate home in Walnut Creek in the San Francisco Bay area. Drug, Store News visited a remodeled, 18,000-square-foot store here early this month.

The store, located in a shopping center in the San Jose suburb, looks the same on the outside except for one major difference. While most Longs stores have an entrance on each side, TVA stores have one central entrance that gives customers a complete view of the store when they walk in.

"As soon as customers enter, they see the entire store and the sign for the wellness center in the rear, which is what we're all about," said Longs senior vice president of marketing Todd Vases, alluding to Longs' "Live Healthy. Live Happy" motto.

They're also sure to notice the remodeled health and beauty center. The area now features a pale green facade fronted by a low-slung counter for a cosmetics consultant to stand. "We're going for a fresher, cleaner look with more vibrant colors," Vasos said. Just about everything has changed."

The bright signage--a departure from he austere look Longs' stores have ported for years--gives the HBC area a here open feel and blends into the wellness center's blue facade in the rear. The pharmacy area is equipped with wooden counters and partitions where customers can order and pick up their prescriptions with a degree of privacy. he waiting area has a small kiosk with a computer where customers can go online and print out material.

In back of the wellness center is a private consulting area for patients and pharmacists and a meeting room Longs plans to use for customer events. "We'll use it as a classroom for screenings and seminars with doctors and nurses and to hold classes on things like hair coloring and makeup," Vasos said, noting that the rooms will be added in stores where space allows.

New signage includes black lettering on a-yellow facade in the shipping and photo lab area, and the new stores showcase key merchandise categories and new brands.

The wine and liquor department is located on the right side of the store in front of an expanded convenience food area and is capped with a rustic wooden sign that's visible from anywhere in the store. "It gives the department a more upscale look," Vasos said.

And Longs is using endcaps and center displays to promote new brands it has signed exclusive deals to sell, including Haut de Provence skin care products and Radiance vitamins and supplements. Vasos said the idea is to provide customers with quality products they can't get anywhere else and to give Longs upscale presence in key categories.

Overall, the store has a more open feel with wider aisles (from 6.5 feet to 7 feet from the standard 6 feet) and brighter lights. While shelves are the same height as in standard stores, merchandise is stacked lower to give customers clearer sight lines.

Longs has not discussed how it plans to roll out its TVA stores in 2004, but it appears the new look is what the chain will use going forward as it battles for market share in California.

"We're pretty pleased with the results so far, Vasos said. "But. these, stores are our. laboratories right now, and we'll be testing things and tweaking them as we go along.