Eyes in the Aisles: Inside CVS' HealthHUB

CVS Pharmacy debuted a new store format earlier this year dubbed CVS HealthHUB, further positioning itself as a health and beauty destination.HealthHUB aims to transform the consumer health care space, blurring the lines between a traditional drugstore, a GNC-type shop and a doctor’s office while adding elements born from CVS Health's acquisition of health insurer Aetna. More than 20% of the store is dedicated to a larger range of health services, and the aisles stock a plethora of new product categories and items while incorporating digital, on-demand health tools.The Path to Purchase Institute recently visited the Tomball, TX, location, one of three initial HealthHUB pilots in the Houston area. Here’s what stood out:Perhaps most notably, a spacious, modern-looking Minute Clinic is located in the back of the store. Wellness rooms to service patients line the back royal-blue wall, which spells out “HealthHUB” and lists a number of available services such as dietitian services, immunizations, and school and sports physicals. The rooms are also used by CVS professionals and community partners to host group events including health classes and nutritional seminars.A “care concierge” desk adds space for a newly established role meant to help engage shoppers by educating them on new service offerings and in-store events, and connecting them with in-store providers.At the center of the department, a “learning table” includes iPads for shoppers to explore health and wellness applications and shop CVS’ expanded product selection on cvs.com. Interestingly, a Bose floorstand that looks like it belongs in a Best Buy is positioned next to the table, merchandising the manufacturer’s noise-masking sleepbuds with a display case on top, while also promoting the Bose sleep app designed to be used only with the sleepbuds.On that note, sleep aids are a large part of the new format. In fact, one of the new product and service combinations available is for treating sleep apnea. Patients can schedule a visit for a Minute Clinic screening, an in-home sleep assessment and diagnosis (performed by a third-party), and purchase a CPAP (Continuous Positive Airway Pressure) machine and supplies all on site.An in-line display merchandises masks and supplies from the ResMed AirFit series, depicting four different masks on manikin heads while stocking respective accessories in bins below. A mask sizing chart is positioned right next to the bins, dolling out disposable sizing-cards for each of the four AirFit models and offering a disposal bin for used cards.Hard to miss, a number of digital endcaps outfitted with LED touchscreens stand tall, brightening up the store with illuminated shelves. The screens play various visuals and advertisements on a loop, mostly spotlighting different items found in the store and directing shoppers to cvs.com for an expanded assortment through a "touch to explore" call-to-action. Multiple gondola displays additionally use illuminated elements to merchandise a number of vitamins and supplements plus other ingestible wellness SKUs. Something else that caught our eye was a seasonal endcap configuration that extends further out than typical CVS endcaps, currently stocking Halloween confectionary and leading to an aisle full of confectionary and snacks. Interestingly, the space devoted to the category at the HealthHUB is smaller than it is in most CVS stores, omitting more unhealthy SKUs that were left out in the new format in order to make room for more health and wellness items.And of course, the hardwood floors don’t go without notice, as CVS is infamous for the carpeted floors seen throughout most of its stores. The hardwood helps create a spacious, clean and health-centric vibe in stores.For more images from our HealthHUB visit, click here.“Our HealthHUBs in Houston are generating tremendously positive customer response. The opportunity to engage with a team of in-store and remote colleagues, including pharmacists, nurse practitioners, care managers and support staff resonates with consumers. We’re thrilled to be creating this seamless, long overdue experience that consumers want,” Alan Lotvin, M.D., chief transformation officer for CVS Health, said in a June press release.Building on the success and positive response to its pilot in the Houston market, CVS has said it will open additional locations in Houston, Atlanta, Philadelphia, southern New Jersey and Tampa this year, and plans to have 1,500 HealthHUB locations up and running by the end of 2021.

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