A strategy for the Rite Aid brand
Tom Dougherty, CEO – Stealing Share
31 July 2013
My humblest recommendation to Rite Aid
Rite Aid Pharmacy. 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.
“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.”
Rite Aid Pharmacy 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.
Rite Aid Pharmacy. Go all the way
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, Rite Aid Pharmacy 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, Rite Aid.
AI Marketing Tom Dougherty, CEO - Stealing Share 25 May 2017 AI Marketing. Artificial Intelligence everywhere. AI Marketing AI Marketing (Artificial Intelligence Marketing) might feel like a stretch. Brands are hesitant to believe AI can replace human thinking. Too...
Walmart employees Tom Dougherty, CEO - Stealing Share 23 May 2017 Walmart employees get another bonus Shopping at Walmart doesn’t thrill me. Its stores are far too expansive for me to ever feel comfortable as a shopper. I never quite know where to go to find unique...
Political Ideology Creates Broken Government Tom Dougherty, CEO - Stealing Share 18 May 2017 Political ideology. Stop the madness. Political ideology The whole world is in political strife. And I believe the root cause is political ideology. It’s not surprising. I...