Rite Aid shows off new concept for stores, products in Virginia Beach, VIRGINIA BEACH — The first newly redesigned Rite Aid in Virginia Beach took a step back in time while moving into the future.
Heyward Donigan, Rite Aid’s president and chief executive officer, was at the store at 5795 Princess Anne Road this morning for an unveiling of the new concept.
The new pharmacy features lower countertops and an open area that puts the pharmacist’s work station front and center.
The strategic plan — called Rx evolution — focuses on the pharmacy and the pharmacist as the core to engaging consumers on their healthcare.
“We interact with consumers 30 to 60 times a year,” she said. “People used to really understand the role of the apothecary and really interact with their pharmacist that way.”
Donigan said the company’s goal is to be the preferred independent pharmacy in the market.
We want to be old school — modern of course with product, look and feel — but old school in terms of the interaction with the pharmacist,” she said. “Some of the other big chains have so much volume and they are more oriented toward production. We just wanted to go back to that old relationship.”
Local store managers, pharmacists and associates lined the main aisle — featuring a clear sight line from the front to the back — as customers checked out the brightly lit store’s new design and new product lines.
The renovations took about four months, part of a $700 million, two-year plan to overhaul the drugstore’s image and operations.
Donigan said it was almost a year to the day that the strategic plan for the future of Rite Aid had begun to take shape.
Previous coverage: When Rite Aid needed a new logo, it turned to a Norfolk advertising agency »
Annette Owili, regional pharmacy leader, said the more open pharmacy enables customers to easily consult with the pharmacist.
Adjacent to the pharmacy is a virtual care room, complete with scales and blood pressure machines, where customers can virtually interact with their doctor.
The redesigned store also showcases an expanded beauty section featuring organic lines and holistic products.
Donigan said Rite Aid is targeting women age 25 to 49, and it follows influencers to help highlight trendy beauty items.
“It gives a high-end boutique-type feel,” store manager Tyler Phillips said.
The rest of the store focuses on safe, better-for-you and healthy products Donigan said.
“Generally speaking our target customer wants things that are better for you, that have safe ingredients and that are current,” she said. “A big part of what we’re doing here is helping people not just get healthy, but get thriving.”
Throughout the pandemic, Rite Aid stores around the region have maintained their hours and services to the community.
“We haven’t missed a beat,” Donigan said.
Advanced strategies were put into place early on against the coronavirus, including onsite testing at all stores, with an average turnaround time of 1.5 days. Three Chesapeake locations now offer the coronavirus vaccine.
Born in Richmond and raised in Charlottesville, Donigan said she spent every summer in Virginia Beach, so she was delighted when she was able to make her home in Virginia Beach.
The University of Virginia grad said she believes it was sort of a calling that landed her back in the market she feels so committed to.
Virginia Beach was selected as the fourth location to feature the redesign, and Donigan said the plan is to remodel all of the city’s stores this year.
Headquartered in Pennsylvania, Rite Aid’s footprint in the region includes 67 stores from Richmond to Hampton Roads.
Sandra J. Pennecke, 757-652-5836, sandra.pennecke@insidebiz.com
Rite Aid remodel drugstore pharmacy
Sandra J. Pennecke
Sandra J. Pennecke
Staff Writer
CONTACT
Sandra J. Pennecke is a staff writer for Inside Business.
https://www.pilotonline.com/inside-business/v...-story.htm
TOODLES
Heyward Donigan, Rite Aid’s president and chief executive officer, was at the store at 5795 Princess Anne Road this morning for an unveiling of the new concept.
The new pharmacy features lower countertops and an open area that puts the pharmacist’s work station front and center.
The strategic plan — called Rx evolution — focuses on the pharmacy and the pharmacist as the core to engaging consumers on their healthcare.
“We interact with consumers 30 to 60 times a year,” she said. “People used to really understand the role of the apothecary and really interact with their pharmacist that way.”
Donigan said the company’s goal is to be the preferred independent pharmacy in the market.
We want to be old school — modern of course with product, look and feel — but old school in terms of the interaction with the pharmacist,” she said. “Some of the other big chains have so much volume and they are more oriented toward production. We just wanted to go back to that old relationship.”
Local store managers, pharmacists and associates lined the main aisle — featuring a clear sight line from the front to the back — as customers checked out the brightly lit store’s new design and new product lines.
The renovations took about four months, part of a $700 million, two-year plan to overhaul the drugstore’s image and operations.
Donigan said it was almost a year to the day that the strategic plan for the future of Rite Aid had begun to take shape.
Previous coverage: When Rite Aid needed a new logo, it turned to a Norfolk advertising agency »
Annette Owili, regional pharmacy leader, said the more open pharmacy enables customers to easily consult with the pharmacist.
Adjacent to the pharmacy is a virtual care room, complete with scales and blood pressure machines, where customers can virtually interact with their doctor.
The redesigned store also showcases an expanded beauty section featuring organic lines and holistic products.
Donigan said Rite Aid is targeting women age 25 to 49, and it follows influencers to help highlight trendy beauty items.
“It gives a high-end boutique-type feel,” store manager Tyler Phillips said.
The rest of the store focuses on safe, better-for-you and healthy products Donigan said.
“Generally speaking our target customer wants things that are better for you, that have safe ingredients and that are current,” she said. “A big part of what we’re doing here is helping people not just get healthy, but get thriving.”
Throughout the pandemic, Rite Aid stores around the region have maintained their hours and services to the community.
“We haven’t missed a beat,” Donigan said.
Advanced strategies were put into place early on against the coronavirus, including onsite testing at all stores, with an average turnaround time of 1.5 days. Three Chesapeake locations now offer the coronavirus vaccine.
Born in Richmond and raised in Charlottesville, Donigan said she spent every summer in Virginia Beach, so she was delighted when she was able to make her home in Virginia Beach.
The University of Virginia grad said she believes it was sort of a calling that landed her back in the market she feels so committed to.
Virginia Beach was selected as the fourth location to feature the redesign, and Donigan said the plan is to remodel all of the city’s stores this year.
Headquartered in Pennsylvania, Rite Aid’s footprint in the region includes 67 stores from Richmond to Hampton Roads.
Sandra J. Pennecke, 757-652-5836, sandra.pennecke@insidebiz.com
Rite Aid remodel drugstore pharmacy
Sandra J. Pennecke
Sandra J. Pennecke
Staff Writer
CONTACT
Sandra J. Pennecke is a staff writer for Inside Business.
https://www.pilotonline.com/inside-business/v...-story.htm
TOODLES
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