The drug store chains have always had a hard time defining who their customers are, which is a key tenet in developing a brand. Their inventory lacks so much focus that you can find everything from pharmaceuticals to wine to NFL punching bags for the kids at the stores.
Who is supposed to shop there?
How about this? Baby Boomers.
RiteAid is thinking about that audience, but only tip-toeing into attracting them rather than diving right in. It is airing a new advertising campaign aimed at the 65-and-over group that gives seniors 20% off and earning points based on drug co-pays for an expanded pharmacist consultation.
Why not go all the way? Baby Boomers buy the most pharmaceuticals now anyway. If you were a drug store that only catered to seniors as a brand focus, you would represent a true choice in a market where there is none.
The only reason to choose is based on location or being on the right side of the street. The loyalty programs help a bit and consumers eventually become locked into the pharmacy that has their insurance information.
By unapologetically stating who it is for, RiteAid would have a unique place in the market and be most meaningful to the largest segment of the drug store audience.
You only steal market share when you are different and better than the competition. And you only create preference when you are a direct reflection of a target audience. Go for it, RiteAid.