CVS kicks off conversion of former Revco stores

Drug Store News, Sept 22, 1997 by Rob Eder

WOONSOCKET, R.I. - The count stands at 75 down, approximately 2,410 to go.

True to the company's word, CVS is well into the renovation phase of the stores it acquired as a result of its acquisition of Revco D.S. To date, some 75 stores in a number of different markets, including Baltimore, metropolitan New York, New Jersey, Long Island and eastern Pennsylvania, have been converted, according to Fred McGrail, director of corporate communications for CVS. The company expects to convert all the

This stepwise conversion process includes the liquidation of Revco stock in favor of the CVS merchandise mix, the replacement of store fixtures and design, and, ultimately, the transition to the CVS name. All stores will remain open to the public during the conversion phase.

According to McGrail, the company will initially focus its conversion efforts in market areas where CVS has already established a presence. Store conversions in markets in which CVS is still a relatively unknown player will wait until customer support can be garnered through a multi-million dollar advertising campaign scheduled to begin some time this fall.

At press times, ad agency Bates USA was still developing the retailer's ad campaign for the transition.

As for the Big B stores acquired by Revco just prior to its merger with CVS, the company says it will regard all Big B stores as Revco locations in terms of planning conversions. As recently as last month, Atlanta area Big B stores carried temporary Revco banners. In fact, in Atlanta, Revco circular promotions released in mid-August instructed consumers that "Bi B Drugs is new part of the Revco family."

The circulars featured significant discounts on Revco merchandise, an initiative CVS identified this summer as a way to liquidate Revco stock that was incompatible with the CVS mix.