Selling more than prescriptions - National Association of Chain Drug Stores/American Greetings Research Council, new retail marketing strategies to encourage shoppers to buy more

American Demographics, Jan, 1998

Like most retailers, chain drugstores want to encourage customers to purchase more in their stores. The National Association of Chain Drug Stores is testing new store concepts that may encourage women in particular to purchase more general merchandise when they shop for prescriptions. One concept would offer a loyal customer program, another would feature a wide selection of healthy skin and beauty products, and a third would emphasize convenience.

While the majority of respondents overwhelmingly favored all three concepts, their enthusiasm differed by age. Nearly 80 percent of women surveyed say they would be interested in a loyalty program that provided special benefits to frequent shoppers, such as free flu shots and monthly bonuses. Women aged 35 to 44 are most likely to say they'd shop where a loyalty program was offered, at 84 percent. Women aged 45 and older are least likely, at 76 percent, compared with 82 percent of women under age 35.

A chain drugstore that emphasizes skin care and beauty products is most likely to appeal to women aged 35 to 44 (61 percent), followed by women under 35 (60 percent), and women aged 45 and older (50 percent). More than one-third of these older women say they would be not at all interested in such a store.

Older shoppers generally support proposed changes in drugstore concepts, but they are less enthusiastic than younger women. Shoppers aged 45 and older may simply need fewer incentives to buy at chain drugstores. Forty percent shop there more than once a month, so these older women may already be frequent and loyal customers.

For more information on the study by the National Association of Chain Drug Stores/American Greetings Research Council, contact American Greetings; telephone (216) 252-4946.