Opportunities: Health and beauty care, as well as pharmacy offerings, presented Wegmans with many new customer product and service offerings.
Challenges: Wegmans would be one of the first supermarkets to offer an in-store pharmacy and extensive health-related products. Competition with drug store chains was growing (and at different rates in different markets).
Solutions: Planned and directed a number of “drug store” type ad campaigns. Wegmans pharmacists contributed greatly to the campaign content. TV commercials played the major role in communicating Wegmans product offerings. For some campaigns, strong in-store display sign programs communicated excellent selection at low prices.
Results: Customers reacted positively to Wegmans new “drug store” product and services. Market shares increased—in some cases double-digit same-store/department growth, despite competitive activity.