Eyes in the Aisles: Rite Aid's 'Store of the Future'

Rite Aid got busy bringing new and trending ideas to the forefront across purchase channels in 2020. The “Store of the Future” redesign introduced in October, in tandem with its integrated brand refresh as well as the RxEvolution strategy unveiled in March, reflect the retailer's aims to offer a whole health destination for the mind, body and spirit, while particularly targeting health-conscious Millennial and Gen-X shoppers. The retailer's new focus is apparent on the sales floor of the redesigned stores.The Store of the Future delivers an enhanced product assortment, modern merchandising and vibrant signage. At these updated locations, Rite Aid pharmacists and front-end employees are retrained to take on more consultative roles. The resulting shopping experience resembles a combination of Ulta Beauty, a medical spa and, perhaps, a mini Whole Foods Market.The Path to Purchase Institute recently visited two of Rite Aid's first three stores to flaunt the new design in Moscow and Etters, PA. The locations' spacious interiors, light colors and illuminated aisles meant to highlight product all brighten up the stores. The beauty department is located right by the entrance doors, identified by a commanding “Beauty” ceiling fixture outfitted with lights and hanging green plants that give the area a natural feel.Lobby and gondola displays similar to those in use at Ulta Beauty are positioned on the floor, some serving more as product showcases than primary merchandising units. The display assortment even includes an upfront gondola display stocking a slew of miniature personal care and cosmetic SKUs such as facial cleaners, makeup setting spray and dry shampoo while reminding shoppers to “Bring home your favorite beauty Minis.” Signage in the department calls out “Natural Beauty Products” and identifies particular "free-from" ingredients. Rite Aid also has beauty ambassadors in select stores to offer guidance on its updated, on-trend beauty product mix.Beyond the beauty department, the entire store, and particularly the health and well-being sections, offer alternative remedies and products elevating better-for-you ingredients. Rite Aid used lean methodology to assess what inventory wasn't selling well and where to invest in terms of establishing on-trend supplier relationships to bring its whole-health vision to life. Products that help with better sleep, stress relief, immunity support and address pain are merchandised with signage aligned with Rite Aid’s updated creative.As more wellness-oriented products hit shelves, part of Rite Aid’s Store of the Future vision is to free up pharmacists' time so they are able to offer insight and answer shopper questions. In fact, the pharmacy counter was reimagined with a more open format and even includes separate, private rooms for virtual care visits and consultations.The grocery (“Market”) and household departments give off a warm, wooden feel and highlight better-for-you options that consumers increasingly demand, such as organic, non-GMO, cruelty-free and clean products free from harmful chemicals, giving the merchandising spotlight to brands such as Babyganics.Near store entrances and checkout, a refrigerated “Garb & Go” display offers better-for-you impulse-buy options, stocking beverages such as KeVita kombucha as well as healthy snacks.Another interesting addition to the updated stores is an eco-friendly “Hydrate for Health” water dispensing machine that stocks reusable water bottles and lets shoppers fill them up. The dispenser is positioned near checkout next to Amazon lockers for pickup orders.One thing is abundantly clear walking into a revamped store: Rite Aid has certainly taken its health focus seriously. The retailer is continuing to update stores and roll out its Store of the Future remodel while making similar enhancements to its digital presence in the months ahead.