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CVS Health Corp.
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Headquarters
1 CVS Drive, Woonsocket, 02895, Rhode Island, USA -
Annual Global Sales
$322,467,000,000
Total U.S. Sales
$116.8 billion in retail revenue for 2023 (ended Dec. 31, 2023)
Total U.S. Stores
Approximately 7,500 retail locations in 49 states, Washington, D.C. and Puerto Rico (as of Dec. 31, 2023), and approximately 1,895 retail pharmacies within retail chains, as well as approximately 30 clinics in Target stores
Shopper Count
139 million monthly website visits and 120 million in-store visits (CVS Health)
Key Facts
- Was the first national retailer to offer pharmacy and front store delivery chainwide.
- Ranked No. 4 on the 2022 Fortune 500 list.
- Ranked fifth in pharmacies and drugstores in Newsweek’s 2022 list of America’s Best Retailers
- Nearly 85% of the U.S. population lives within 10 miles of a CVS Pharmacy.
- Expanding its HealthHUB locations, with more than 650 stores open by the end of 2022.
- 74 million active ExtraCare loyalty cardholders enrolled.
- Has more than 5.4 million monthly average CVS mobile app users.
- Acquired primary care company Oak Street Health in 2023 for $10.6 billion.
- Acquired at-home health company Signify Health in 2023 for $8 billion.
- Acquired healthcare provider Aetna in 2018 for $69 billion.
- Ranked No. 36 on the 2022 Axios Harris Poll 100 reputation ranking.
Key Executives
- President and Chief Executive Officer: Karen S. Lynch
- EVP and Chief Product Officer - Consumer: Amy Bricker
- EVP and Chief Medical Officer: Sree Chaguturu, MD
- EVP and Chief Compliance Officer: David Falkowski
- Chief Financial Officer: Tom Cowhey
- Chief Marketing Officer, Pharmacy and Consumer Wellness: Erin Condon
- Chief Merchandising Officer: Musab Balbale
- EVP, and CVS Health and President, Health Care Benefits Segment Aetna: Daniel Finke
- EVP and Chief People Officer: Laurie Havanec
- EVP, CVS Health, and President, Pharmacy Services: David Joyner
- EVP and Chief Data, Digital and Technology Officer: Tilak Mandadi
- EVP and Chief Policy Officer and General Counsel: Sam Khichi
- EVP and Chief Strategy Officer: Violetta Ostafin
- EVP and Chief Customer and Experience Officer, CVS Health, and Co-President, CVS Pharmacy: Michelle Peluso
- Chief Pharmacy Officer, CVS Health, and President, CVS Pharmacy and Consumer Wellness: Prem Shah
- President of Health Care Delivery: Mike Pykosz
- EVP and President, Aetna: Brian Kane
- SVP and Chief Diversity, Equity and Inclusion Officer, CVS Health: Shari Slate
- Market Position and Strategy Overview
- Must-Know Terms
- Promotional Strategy
- Merchandising
- Collaborative Alliances
- Displays & Signage
- In-Store Media
- Store Formats/Growth
- Special Departments/Services
- Customer Segments
- Internet Marketing
- Retail Media
- Mobile Marketing
- Social Media
- E-Commerce
- Circulars
- Loyalty Programs
- Private Label
- Cause/Community Programs
- Advertising Strategy
- Solution Providers
- Sponsorships
- Marketing Expenditures
- Metaverse
Market Position and Strategy Overview
Market Position and Strategy Overview
CVS Health’s CVS Pharmacy is part of the largest integrated healthcare retail business and the largest pharmacy chain in the U.S. with nearly 70% of the population living within three miles of a store.
Its foundational businesses consist of:
- Retail, which includes prescription medications, health and wellness products, and general merchandise. It also provides health services via its MinuteClinic retail health clinics;
- Pharmacy Services, which provides pharmacy benefit management solutions; and
- Health Care Benefits, offering health insurance products and services.
Over the last decade, CVS has made a number of transformative moves to shift its concentration to health and wellness, which drives virtually every store initiative today, most notably including:
- the merger with Caremark in 2007,
- the move to completely stop selling cigarettes in 2014 (on the same day it changed its corporate name from CVS Caremark Corp. to CVS Health), and
- the merger with healthcare provider Aetna in 2018.
In addition, the drugstore chain, which earned $116.8 billion in retail revenue for 2023 (ended Dec. 31, 2023), is focusing on tech investments, integrating enhanced data and technology to better target shoppers as well as leveraging its nearly $70 million merger with Aetna to transform stores into health care destinations.
Those destinations have become known as CVS HealthHUB locations, which aim to transform the consumer health care space, blurring the lines between a traditional drugstore, a GNC-type shop and a doctor’s office. 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.
CVS also differentiates itself by placing a heavy emphasis on its role as a pharmacy benefit manager (PBM) and healthcare innovation company, working with doctors’ offices, hospitals, employers and insurance companies. Making a strong statement during an age of healthcare reform, CVS has plans to drive market innovation and integrate assets to deliver additional value to "payers, providers and patients."
The drugstore chain houses pharmacies and clinics, specialty stores, and offers prescription reminders and chronic illness management consultations. Its pharmacists’ main responsibilities have shifted away from dispensing medications to providing services, such as vaccinations and patient counseling.
To drive its pharmacy growth, CVS focuses on an array of touchpoints — retail pharmacy, clinics, mail, specialty, long-term care, and prescription packaging, personalization, digital offerings — to position itself as the "front door of health care."
To drive front-store growth, CVS has made enhancing the customer experience and making investments its top priority as it continues to refine its personalization strategy, digital marketing, digital services and private label lineup. Health and beauty continue to drive the greatest profit margins, and the retailer centers its strategy heavily on these categories. The retailer continues to revamp and modernize stores every year to a more streamlined format as well as add expanded assortments of health and beauty products.
Circulars, select digital marketing, coupons, store formats and merchandising are all personalized using data from the ExtraCare loyalty program, the longest running and most extensive in the channel. In April 2017, the retailer announced plans to shift its promotional dollars towards digital and targeted offers and away from mass circulars, something the retailer has continued, to an extent.
Must-Know Terms
Must-Know Terms
- ExtraCare: One of the most successful and sophisticated loyalty programs in the retail world gives CVS extensive consumer data and insights that it shares with vendors.
- Integration Sweet Spots/Pharmacy Innovation: the intersection of walk-in health clinics, pharmacy benefit management and retail, which the chain leverages to offer programs that seek to reduce gaps in care for patients.
Thought Starters
- Health and beauty categories are the retailer's main areas of focus.
- The retailer's commitment to holistic health solutions for shoppers means brands with healthier, safer and more environmentally-friendly products earn the most attention in stores and online.
- As CVS shifts its promotional dollars away from mass communications, vendors need to tap into the retailer's digital tools - personalized offers, subscriptions, and click-and-collect - to maintain a partnership.
Promotional Strategy
Promotional Strategy
CVS Pharmacy’s promotional strategy seeks to increase basket size and conversion rates for the front store and pharmacy. The retailer tends to emphasize better-for-you offerings as well as the beauty, vitamins/supplements, and health and wellness categories, and prefers to conduct more targeted promotions.
The retailer analyzes ExtraCare data in search of reoccurring behaviors when planning promotions. Common tactics include cross-merchandising products frequently bought together on displays or in email blasts. Informational signage has also become common in stores to provide at-shelf assistance, as have personalized coupons via email and ExtraCare kiosks. The coupons reflect customer purchase behavior. Most promotions involve ExtraBucks rewards for volume purchases of a single brand or multiple brands from a single vendor. Participating products are highlighted in circular features, emails, circulars and other digital marketing tools.
![CVS Olay](https://assets1.p2pi.com/s3fs-public/styles/hero/s3/2022-07/olay_cvs_1.jpg)
CVS also emphasizes transparent marketing materials, most notably through its Beauty Unaltered/CVS Beauty Mark overhaul, which launched in 2018 and requires labels like "Beauty Unaltered” across all marketing channels to highlight and promote a more authentic and realistic image of beauty in advertising materials.
For the fifth anniversary of the Beauty Mark effort, CVS launched a "Role Model" campaign that highlights the impact of altered social media images on younger persons and encourages transparency on social media by tagging images with #beautyunaltered or #digitallyaltered.
Periodic/Ongoing programs include:
- Tested to be Trusted: Introduced in 2019, the program requires third-party testing of vitamin and supplements from national and private-label brands to ensure dietary ingredients listed on the supplement facts panel is accurate and products are free from certain additives and ingredients.
- Coupon Center: An in-store kiosk that provides general and personalized deals to ExtraCare cardholders and coupons for weeklong offers. Also dangles a “Mystery Offer” each week via circulars.
- Epic Beauty Event: A bi-annual, month-long sales event introduced to compete with beauty giants Ulta's and Sephora's major discount events. New deals are introduced each week.
- CVS Beauty Spotlight: Secondary merchandising space in select CVS stores, including BeautyIRL locations, frequently reserved for new or indie brands/products.
- Wellness Savings Event: A January promotion where loyalty card members can earn ExtraBucks and save on health and wellness products.
- Also see “Loyalty Programs” and “Cause/Community Programs.”
Merchandising
Merchandising Strategy
CVS stores have more than 70 product categories — front store includes OTC, personal care, cosmetics, seasonal, greeting cards, convenience goods and photo. In recent years, CVS has been heavily investing in revamping stores to best meet customer needs — even revamping the size of aisle displays to make shopping easier.
Stores follow a racetrack or grid layout. While the exact layout varies, generally beauty and personal care are near the entrance; pharmacy, healthcare and OTC are in the back; a seasonal aisle is in the center store; home goods and baby are across from the entrance; and consumables are along a far wall. As the retailer continues to carry out store resets that first began in 2014, beauty and health categories have increased prominence in stores, with the most recently renovated locations devoting 60% of their floor space to the two categories. It plans to increase this number to 80% in future years.
In 2016, CVS announced plans to increase the "assortment, volume and shelf space" devoted to healthy national brands and private label products, and replace confectionery items at checkout counters with healthy snacks. The retailer has taken a similar strategy in the beauty and personal care departments, aiming to expand its offering of niche and on-trend brands, such as Honest Co.'s brand of baby care products and niche cosmetic brands including Wunder2.
The retailer is also expanding its assortment of pet wellness products, both in stores and online. The additions include grooming supplies, supplements, seasonal assortments, toys and treats from brands such as Frontline, Wellness Pet, Zesty Paws, Company of Animals, Lumabone and Playology.
It has also introduced more eco-friendly and non-toxic products in the household goods category.
In the OTC department, the chain has enhanced shopping by installing signage that replaces confusing terminology with clearer category names, such as changing “analgesics” to “pain relief” and “digestives” to “heart burn relief.” It's also added informational signage from the retailer that helps shoppers make product choices, as well as elevated solution-based endcaps for OTC products. The retailer also increased its assortment of vitamins and supplements, providing these "holistic solutions" with more merchandising space for shoppers to seek a proactive approach to health, rather than those looking to simply treat illness.
In November of 2017, CVS Health expanded its medication disposal program with kiosk technology, and two months prior debuted automated retail vending machines selling over-the-counter health products in select stores across the Northeast.
CVS' merchandising unit uses ExtraCare data to determine what products to carry and how to price SKUs, allowing store selections and design to vary by region.
This practice has resulted in the MyCVS clustering program, which has produced two types of stores: Urban and Surburban. (See “Store Formats/Growth.”)
Collaborative Alliances
Collaborative Alliances
CVS is increasingly interested in collaborative efforts and less receptive to standard national displays. The retailer responds best to programs that have a sale turnaround of two weeks or fewer, incorporate private labels, communicate ExtraCare offers on multiple products, and aim to increase basket size and drive conversion.
In conjunction with IRI, Chicago, the retailer created a portal that provides customer insights intended for joint planning with vendors. The portal gives vendors access to the same ExtraCare data that CVS category management and buying teams use. This sharing of data aids vendors in developing shopper-marketing programs that target specific CVS customers, often through “cross-purchase” behavior.
Among other noteworthy joint programs, CVS regularly teams with:
- Procter & Gamble to tie in to the manufacturer's monthly brandSaver FSI event through circular features.
- Mars Inc.'s M&M's to depict the brand's “spokescandies” on its seasonal signage and endcaps.
- Unilever, for a joint, Effiie Award-winning "Your Style Your Way" platform higlighting multiple brands through circular features and in-store and digital activations.
- Hershey Co. to stock exclusive SKUs for Halloween, Christmas, and Easter. In-store displays support.
CVS maintains a help center for suppliers on cvssuppliers.com/ where it offers a one-stop shop for all guides for item setup and management plus other information.
Displays & Signage
Displays & Signage
Generally, P-O-P materials are positioned within products’ corresponding departments, but the retailer has begun to cross-merchandise SKUs as part of larger programs.
Unique to the retailer is the CVS ExtraCare Coupon Center kiosk “companion,” a shipper or dump bin merchandising national-brand SKUs (frequently M&M’s) positioned beside the in-store kiosk that dispenses coupons.
Account-specific floorstands that tout ExtraBucks offers are common, especially in the OTC department. Shelf signs and shelf talkers are used to communicate the offers as well.
Among the retailer’s own P-O-P materials:
- Endcap headers, ceiling signs and shelf strips rotate seasonally, usually carrying a campaign slogan.
- Violators in the OTC and personal care aisles, ceiling signs, stanchion signs, counter signs, posters, window clings and shelf talkers near relevant products promote the services offered by CVS.
- Dump bins are typically found upfront near checkout to spur impulse purchases of products ranging from batteries to throat lozenges.
- Racks near checkout counters stocking travel-sized beauty SKUs for "on-the-go" solutions.
- Endcaps in the OTC department that unite multiple manufacturers by health need (digestion, vitamin essentials, chronic pain) and list health facts on headers.
- Recently introduced informational shelf signs and blockers in personal care and OTC departments help shoppers make product choices and offer general advice for common conditions; some of the signage is branded.
- Video-equipped gondolas that spotlight healthy food and health-focused products with messages such as "fuel your day." The displays have been introduced to key store locations as part of an ongoing store redesign plan.
- Shelf talkers directly compare private-label products to their national-brand equivalents.
- Dedicated floorstands merchandise private-label products next to national brands, encouraging shoppers to “compare and save.”
The retailer typically provides manufacturers with secondary merchandising on custom endcaps that often focus on a certain theme or trend. Dedicated in-line displays are also common. The retailer does occasionally accept permanent displays from vendors as well.
CVS has strict dimension requirements for temporary vendor-supplied P-O-P displays. (See “Supplier Guidelines” in Attached Documents.)
See the Retailer Receptivity chart below for more on CVS’s P-O-P preferences.
In the consumables aisle, the retailer's own Fit Choices food labeling program, introduced in 2014, identified healthy SKUs with color-coded shelf tags labeling qualifying products as "heart healthy," "organic," "gluten free" or "sugar free." In 2017, as part of an ongoing rebranding effort from the larger company, it rebranded the program as "Purposeful Choices," retaining the same categories but dropping the color codes and positioning the program as a way for shoppers to find items that "meet your unique needs." A "Better Choices Made Simple" message is also frequently used to plug the system.
CVS Pharmacy Best Bets |
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Might be worth inquiring about the dump bin that accompanies the ExtraCare Coupon Center. |
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Merchandisers |
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Endcap Displays | Often Used |
Shelf Trays/PDQs | Often Used |
Pallets | Rarely Used |
Floorstands/Shippers | Often Used |
Dump Bins | Often Used |
Power Wings/Sidekicks | Often Used |
Category Management Systems | Sometimes Used |
Spectaculars/Lobby Displays | Sometimes Used |
Racks | Sometimes Used |
Secondary Refrigerated Displays | Rarely Used |
Signage/Media |
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A-Boards | Rarely Used |
Balloons | Rarely Used |
Base Wrap | Sometimes Used |
Ceiling Signs | Often Used |
Checkout Ads | Sometimes Used |
Checkout Dividers | Rarely Used |
Circular Rack Ads | Sometimes Used |
Cooler Clings | Sometimes Used |
Counter Cards | Sometimes Used |
Demonstration/Sampling Kits | Sometimes Used |
Digital Signage Ads | Rarely Used |
Endcap Signage Kits | Often Used |
Floor Clings | Rarely Used |
Header Cards | Often Used |
At-shelf Product Demo/Sample | Sometimes Used |
In-line/Category Headers | Often Used |
In-Store Radio | Often Used |
Inflatables | Sometimes Used |
Outdoor Signage | Sometimes Used |
Neckhangers | Sometimes Used |
New Item Showcases | Rarely Used |
Pole Toppers | Sometimes Used |
Printed Handouts | Often Used |
Placeholders, On-shelf | Sometimes Used |
Price-label Messaging | Sometimes Used |
Security Pedestal Wrap | Often Used |
Shelf Blockers | Often Used |
Shelf Strips | Sometimes Used |
Shelf Talkers | Often Used |
Shelf Danglers/Wobblers | Sometimes Used |
Shopping Cart Ads | Sometimes Used |
Side Panels | Often Used |
Standees | Sometimes Used |
Take-one Dispensers | Sometimes Used |
Tearpads | Sometimes Used |
Stanchion Signs | Often Used |
Wall Banners | Rarely Used |
Window/Door Signs | Often Used |
Violators | Often Used |
Third-Party Media Operator |
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See article. |
In-Store Media
In-Store Media
CVS accepts a variety of third-party media. Among them are:
- SmartSource: nationally syndicated on-shelf coupon dispensers, signs, Push-to-View and sampling vehicles provided by News America Marketing, New York.
- Security billboards: ad wraps on security pedestals at store entrances from StoreBoard Media, New York.
- Rx Edge Solutions at Shelf: take-one inserts delivering product information and prescription savings provided by LeveragePoint Media, East Dundee, IL.
- Price labels: Promotions advertised via the primary at-shelf price labels, provided by Vestcom International, Little Rock, AR.
- In-store radio: Promotional spots and syndicated music operated by InStore Audio Network, Salt Lake City, UT.
Store Formats/Growth
Store Formats/Growth
CVS Health operates more than 9,000 stores that include its CVS Pharmacy, CVS Pharmacy y Mas, Navarro Discount Pharmacy, CVS BeautyIRL, CVS HealthHUB, retail pharmacies within retail chains as well as approximately 30 CVS Pharmacy within Target stores (with some CVS-in-Target locations shuttering in 2023 and 2024). In 2023, CVS opened 39 stores, relocated five and closed approximately 318 locations.
Existing retail stores range in size from approximately 5,000 to 30,000 square feet, though most new locations are 8,000 to 13,000 square feet and generally have a drive-thru pharmacy. According to the retailer, nearly 70% of the U.S. population lives within three miles of a CVS Pharmacy store.
CVS tailors the in-store environment to the communities it serves. It has 8,500 planograms chain wide and runs a store-clustering “MyCVS” initiative that has rolled out to some communities. The two “clusters” come in the “Urban” and “Suburban” formats.
Urban
To reflect city shoppers’ tendency to treat CVS as a general store, the Urban clusters have expanded selections of consumables: prepared sandwiches, produce, beverages, deli meats, dairy, frozen foods, sodas and packaged foods. The area allotted to consumables is double that of a typical store. “Grab & Go” prepared foods are stocked on the left side of the store near the door, making the products easily noticeable upon entering.
These stores also carry household and baby products, frequently in smaller sizes to accommodate apartment dwellers who have less storage space than their homeowner counterparts.
Suburban
Also known as “Personalized Access to Health” stores, these are located in high-performing markets. The stores integrate the pharmacy and MinuteClinic, and devote more space to health, cosmetic and personal care products because shoppers in those areas tend to visit mass merchants and supermarkets for their packaged home goods.
Insights taken from cluster stores are applied to remodels of basic stores and ongoing planogram reviews. For instance, the suburban clusters revealed vitamins and supplements should have more space in the OTC department. Therefore, the retailer reset that area across the chain – vitamins are now found opposite the pharmacy counter in wide aisles with breaks to allow for easier navigation.
Additionally, ExtraCare data showed customers often buy oral-care products and cosmetics in the same trip, so the retailer reorganized the stores to put dental SKUs near the beauty aisles.
CVS Pharmacy y más
Approximately 200 stores (as of February 2024)
A shopping experience tailored to Hispanic shoppers, CVS Pharmacy y más stores include bilingual signage and staff members and offer more than 1,500 products from Hispanic brands, a fragrance counter and a range of services such as domestic and international wireless recharge and money transfers.
CVS opened more than 200 y más locations in more than 100 cities across Arizona, California, Florida, Nevada, New Jersey, New York, Oklahoma, Texas and Puerto Rico. In 2024, CVS agreed to sell 22 of its retail drugstores in Puerto Rico to Caribe Pharmacy Holdings, citing "local market dynamics and population shifts," among other factors. One location will continue to operate in Puerto Rico, and another pharmacy location on the island is under construction.
CVS Pharmacy locations within Target stores
In June 2015, CVS agreed to buy Target's 1,660 pharmacies and 80 clinics across the U.S. for $1.9 billion, now operating them under a store-within-a-store format under CVS Pharmacy and MinuteClinic banners. The acquisition expanded the retailer's footprint by 20% and allowed it to enter new geographic regions such as Portland, Denver and Seattle. The retailer utilized a number of tactics to convert Target shoppers into pharmacy customers.
In January 2024, however, the retailer disclosed it was planning to shutter dozens of the Target-located pharmacies by April. Customer prescriptions will transfer to nearby CVS Pharmacy stores.
Special Departments/Services
Special Departments/Services
As of 2021, CVS Health operated nearly 1,200 MinuteClinics across 33 states, including 80 clinics that were rebranded within Target stores following the acquisition of the mass merchant's pharmacy business. (In January 2024, the retailer revealed plans to close dozens of its Target-located pharmacies.) According to the retailer, this is triple the number of clinics operated by its next largest competitor. Over 3,000 nurse practitioners and physician assistants who staff the clinics diagnose and treat minor health conditions, perform health screenings, monitor and treat chronic conditions and deliver vaccinations. MinuteClinic is affiliated with more than 40 major health systems.
Pharmacy Advisors provide consultation about disease management programs for pharmacy benefit management members with chronic conditions.
CVS in early 2021 started stationing mental-health providers, typically licensed clinical social workers trained in cognitive behavioral therapy, at 13 locations in Houston, Philadelphia and Tampa, Fla., as a pilot program. The company said it saw a surprisingly high return rate for customers who had an initial consultation, and is now expanding the program to 34 locations in those areas.
In 2019, CVS announced it would close its roughly 30 hearing centers by the month’s end as it experiments with new store formats (see “Store Formats/Growth”) and federal regulators introduce new rules that will allow hearing aids to be sold over the counter next year. This comes after CVS expanded its vision or hearing centers next to store pharmacies in 2017 by scaling their small footprint into a nationwide chain with dozens of locations around the country.
Stores also offer one-on-one meetings with “beauty consultants” who suggest products and host regular demonstrations.
CVS began “pro-level piercing” services through a partnership with piercing manufacturer Studex following a pilot program with four stores in 2018. By 2019, the retailer began expanding, and ear piercing can now be found at 400 locations.
CVS piloted a new Skin Care Center format, featuring a "shop-in-shop" beauty experience to help consumers find solutions for their skin needs through tools, education and products, both from prestige brands like Wander Beauty, Volition Beauty and Blume, as well as dermatologist-recommended mass market brands like Cerave, La Roche-Posay and Vichy. The format also includes in-store testing, custom samples, guidance from L'Oreal-trained CVS Beauty Consultants, and on-site diagnostic tools for customized product recommendations.
Shoppers at select CVS stores in New Jersey can check out reusable bags from Goatote at in-store kiosks and return them for fresh ones during their next shopping trip.
Additionally, the photo department offers VHS to DVD film transfer and same-day digital prints. Not all CVS locations develop film.
Flexible Payment Options
CVS has a partnership with BNPL solution provider Afterpay to offer a flexible payment option via the Afterpay mobile app.
Customer Segments
Customer Segments
CVS no longer targets shoppers by splitting them into demographic categories, instead it uses purchase behavior to inform promotional strategy.
Customers are concentrated in three segments:
- Health seekers over-index in managing chronic conditions, and are enthusiastic and curious about how to control their health.
- Health strugglers have chronic conditions and are uncertain about how to control their health.
- Quality Actives value convenience and ease when it comes to acute needs. These customers eventually become caregivers of, or themselves become, strugglers or seekers.
The typical CVS customer is a woman who stands at about five feet, four inches tall and is viewed by CVS as the chief medical officer of the family unit. CVS refers to its “best” customer as Beth, a 50-year-old woman who handles prescriptions for her children, her husband and her parents. The retailer prioritizes around her because of the high frequency of her visits. CVS identifies another frequent shopper as Alison, the "girl next door" who seeks beauty inspiration and spends nearly 11% more than the average shopper.
The retailer also segments based on geographic areas, dividing customers into “Urban” and “Suburban.” (See “Store Formats/Growth.”)
Internet Marketing
Internet Marketing Strategy
The retailer has an extensive website containing information about national brands and healthy lifestyle choices. Tabs at the top of the homepage link to CVS Pharmacy, MinuteClinic, CVS Photo and the optical shop. The site is accessible entirely in Spanish as well.
Display ads are found on nearly every page of the website, and most of the ads have a “shop now” button that links to an internal brand showcase. Nearly 75% of the ads are for OTC, health or beauty products. A quarter of them are devoted to private-label products.
The website is divided up into microsites, including:
- Drug Information Center: A page with detailed information on prescription and OTC drugs, vitamins and supplements.
- Vitamin Center: A hub designed to guide customers to personalized supplement suggestions.
- ExtraCare: Members can track their ExtraSavings and ExtraBucks.
- Deals: Links take users to myWeekly Ad, ExtraCare, printable coupons, rebate offers and veterans’ discounts.
- Pharmacy: Shoppers can manage prescriptions, create a medicine list or access the drug information center.
The Pharmacy microsite also hosts two tools:
- The Drug Interaction Checker provides information about potential drug interactions by comparing OTC products with other medicines, including prescriptions.
- The Pill Identifier identifies pills by imprint, shape and color.
Meanwhile, myWeekly Ad is a personalized circular leveraging ExtraCare loyalty data to target individual cardholders by highlighting specific offers and items.
Retail Media
Retail Media
CVS' retailer media network is CVS Media Exchange (CMX).
Tapping data from the retailer's 74 million ExtraCare members, the network aims to connect brands with new and existing shoppers through targeted content via solutions including in-store advertising, programmatic display, social media, sponsored search, connected TV and video, on-site search, and on-site display.
Advertisers can track real-time performance through a self-service reporting dashboard to view how CMX campaigns bring in new buyers, drive sales, and track ROAS.
CMX’s strategic partnerships include:
- The Trade Desk
- Meta
- Criteo
- LiveRamp
- Innovid
In 2024, CMX partnered with Pinterest to bring greater transparency to its partners and CPG brand suppliers. Through LiveRamp's clean room solutions, CMX's partners can track attributed Pinterest sales.
Also in 2024, CMX launched a self-service option in partnership with The Trade Desk.
Trends Report
For the past five years, brand marketers asked to rate various retail media platforms for Path to Purchase Institute’s annual Trends Report have generally given the platforms good scores. In the 2024 survey, CVS Media Exchange scored best for its traffic-driving capabilities, but more than two-thirds rated data sharing and creative freedom as “fair/poor.” (See chart below.)
![cvs 2024 survey](https://assets1.p2pi.com/s3fs-public/styles/hero/public/2024-01/cvs.png)
Key Facts
The chart below has information compiled by The Mars Agency. It is published as part of THE AGENCY'S quarterly Retail Media Report Card, with input provided by the retail media networks
![CVS Retail Media Mars Agency](https://assets1.p2pi.com/s3fs-public/styles/hero/s3/2023-03/cvsrmnmars.png)
Mobile Marketing
Mobile Marketing Strategy
CVS’s mobile application is more sophisticated than many other retailers. The app is sorted into several tabs including:
- ExtraCare (a digital version of a user’s ExtraCare card, a recap of savings and several app-only offers.)
- Pharmacy (access to personal and family prescription history, the Drug Interaction Checker, and the Pill Identifier.)
- Shop (place 2 day deliveries, order through Curbside Pickup, and view deals and ads)
- MinuteClinic: (locate MinuteClinics, see wait times, and hold a spot in line.)
Users also can:
- order photos for printing and pick-up from a CVS Pharmacy store,
- view the weekly ad,
- scan barcodes to refill, transfer and manage prescriptions,
- create a shopping list,
- add digital manufacturer coupons to their loyalty cards,
- set up medication reminders,
- send coupons to card, and
- make mobile purchases.
CVS' MinuteClinic offers MinuteClinic Video Visits, providing 24-hour access to healthcare services via mobile devices.
The iPad app offers the same services as mobile devices, but additionally enables voice-activated prescription refills and offers a 3D version of the store that can be navigated while accessing the ExtraCare, pharmacy, photo center and Minute Clinic services.
The retailer’s mobile optimized website has home page carousel ads that rotate through myWeekly Ad, pharmacy, photo and ExtraCare messages. A “Menu” tab at the top takes users to Pharmacy, Shop, Weekly Ad, MinuteClinic, Rapid Refill (prescriptions), ExtraCare, Photo and Health Center Info pages. The website also presents a store finder, search option and basket view. In several places, it prompts users to download the mobile application.
In addition to the mobile app, CVS also has a pharmacy text program which reminds patients to refill prescriptions and alerts them when an order is ready. According to the CVS Digital Innovation Lab, nearly 50 million customers are enrolled, and the program saved pharmacists from making 31 million calls in 2016.
In 2021, CVS rolled out chainwide its Spoken Rx app feature that reads aloud prescription information for pharmacy customers who are blind or visually impaired. To use the feature, customers scan an RFID label on the prescription container using the CVS pharmacy app and then listen to information about their prescription.
Social Media
Social Media Strategy
CVS uses social media to support seasonal campaigns, offer wellness and self-care tips, tout major corporate announcements as well as promote private-label and national brands. The retail giant also bridges the gap between advertising and shopping by incorporating an online shopping experience directly through Facebook, Instagram and Pinterest.
Facebook: 2.28 million followers (as of April 2023)
The retailer posts a couple times a week, often highlighting:
- Seasonal promotions
- Retailer programs like CVS’ bi-annual “Epic Beauty Event”
- Special offers and vendor-specific ExtraCare deals
- Health tips and initiatives
- Health services such as vaccinations and PCR tests
An integrated “Shop” module allows users to browse for products from national and private-label brands directly through CVS’ Facebook page. Most updates and the shoppable product link to cvs.com for purchasing.
Instagram: 252K followers (as of April 2023)
Posts mirror Facebook activity, apart from interactive daily Instagram stories highlighting ExtraCare offers or CVS services and occasional Instagram Live videos.
CVS also runs a @CVSBeauty Instagram account with 98K followers and Facebook page with 13.3K followers (as of April 2023) that serve to spotlight strictly personal care and beauty products from national and private-label brands. Updates span beauty and wellness tips, video tutorials, influencer commissions and other relevant information, linking to cvs.com.
A “View Shop” button on both pages connects users to an integrated “store” like the one on Facebook.
Twitter: 331.1k followers (as of February 2021)
Posts largely mirrors Facebook and Instagram activity.
Pinterest: 13.5K followers (as of April 2023)
Created its first board on Pinterest under the handle @cvspharmacy in late 2016, pinning an ad for its custom photo book service. Since then, CVS has more than 10 million monthly views, including branded and private-label promotions, "how-to" graphics, cooking tips, gift ideas and "must have" lists. A “Shop” tab enables users to browse select product and links to cvs.com.
YouTube: 60.9K subscribers (as of April 2023)
Uses YouTube to store and organize national TV spots and videos shared to social media. The retailer posts a few videos a month including corporate announcements, beauty and health tips and demos and service spotlights, including spots that back its HERe women's health campaign.
TikTok: 22.5K followers (as of April 2023)
Videos highlight love for shopping CVS, its health and beauty products (and services), seasonal items (like filling an Easter basket), or store finds.
E-Commerce
E-Commerce Strategy
Cvs.com offers a slew of categories for purchase including vitamins, baby & child, beauty, diet & nutrition, health & medicine, home health care, household, personal care, sexual health and skin care. It also hosts “specialty shops” and a number of filters such as “FSA Eligible” and “Online Only.”
As a result of tailoring product selection to specific neighborhoods, the retailer’s website offers more SKUs for purchase than stores, though some items can only be found in stores.
Nearly every place a brand is represented on cvs.com, visitors have the option to “Add to Basket.” A vast majority of the products for sale are eligible for shipping. Many are also available for same-day delivery and pickup. When shopping the website or app, once a customer designates their preferred store, products are marked whether they're in stock at that store or eligible for pickup, same-day delivery or shipping. Standard shipping is $5.49 or free with a $35 purchase. Orders over 50 pounds cost extra to ship.
CVS customers who are enrolled in the ExtraCare Plus plan (see Loyalty Programs) can get free same-day delivery (where eligible) on orders of $10 and more (after coupons, promotions and discounts have been applied).
CVS was the first national retailer to offer pharmacy and front store delivery chain-wide. Next-day prescription delivery is available at nearly all CVS locations nationwide and same-day prescription delivery has also expanded to most markets, so long as a person has a CVS account. Under the program, the U.S. Postal Service picks up prescriptions at CVS stores and delivers them to customer homes in one or two days. Service charges include $4.99 for next-day delivery and $8.99 for same-day. Popular health and household items such as cold and flu remedies, vitamins, and personal and feminine care products are also eligible under this program.
Third-Party Partners
In May 2017, the retailer launched on-demand delivery through a partnership with Instacart, initially serving 232 cities before expanding nationwide. Shoppers can use the third-party service to buy front-store items including food, cosmetics, OTC drugs and more.
CVS also currently offers same-day prescription delivery via Shipt at nearly 8,000 CVS Pharmacy locations nationwide. Along with eligible prescriptions, thousands of popular health and household items available at CVS, among them cold and flu remedies, allergy medications, pain relief, first aid, digestive health, vitamins, baby care, and personal and feminine care products, can be added to delivery orders.
CVS also has partnerships with DoorDash and Grubhub.
Curbside Pickup
The retailer cut ties with San Francisco-based startup Curbside in 2018, though has since began offering its own same-day, store pickup service to shoppers in select markets who call ahead with their orders.
Digital health advancements are a focus for the retailer, which opened a digital innovation lab in Boston in 2015 devoted to developing cutting-edge digital and mobile programs in anticipation of customers' increasing preference to manage their health digitally. Since then, CVS has continued to further its pace and breadth of innovation through partnerships with promising startups and mature companies alike in the digital and health care space.
Circulars
Circulars and Publications
CVS Pharmacy distributes 45 million circulars promoting about 300 SKUs each Sunday. The average shopper buys about eight products featured in the tab. The print circulars are usually 12 pages and often have a wrap, but they can double in size during seasonal pushes, such as the winter holiday campaign. The retailer also has a digital, personalized circular, MyWeeklyAd. (See “Internet Marketing Strategy.”) Recently, due to falling readership of Sunday newspapers, the retailer has expressed plans to shift its promotional dollars away from print mass circulars while focusing more on digital and personalized offers targeted primarily at its top customers.
Advertised prices and purchase incentives are available for ExtraCare loyalty cardholders only. Each circular contains multiple ExtraBucks offers for bulk buys from a single vendor. (See “Loyalty Programs.”)
Circulars often tie in to manufacturer FSI events, directing consumers to look for coupons in Sunday newspapers. Procter & Gamble’s monthly brandSaver and Johnson & Johnson’s “Healthy Essentials” FSI events nearly always receive tie-ins.
Seasonal merchandise is heavily promoted, as are cosmetics, which take up the center pages. In markets where CVS sells alcoholic beverages, the back page is devoted to wine, beer and liquor products. The circular also presents the ExtraCare Coupon Center offer of the week. (See Promotional Strategy.)
Loyalty Programs
Loyalty Programs
The ExtraCare loyalty program is a major asset that pervades nearly every aspect of CVS Pharmacy’s marketing, merchandising and store-growth planning. As the channel’s longest running loyalty program, ExtraCare has 74 million active members and is a key marketing component and driver of the retailer’s front store strategy.
The long run has given CVS an extensive amount of data providing insight into customer behavior. It is mainly leveraged to gain a great share of wallet from the retailer’s best customers and understand purchase behavior; influencing purchase behavior of less frequent shoppers is a secondary effort. CPG partners have reported above average ROI from programs that leverage ExtraCare.
The program itself provides customers with sale prices and customized coupons. Members earn ExtraSavings (coupons, automatic discounts) and ExtraBucks (store credit applicable toward future receipts for 2% back on everyday in-store and online purchases) rewards based on purchases. In-store ExtraCare Coupon Centers print general and personalized coupons when shoppers scan their loyalty cards. On cvs.com and on the CVS mobile app, a “Send to Card” feature allows shoppers to redeem ExtraSavings and ExtraBucks by scanning their rewards cards or entering their phone numbers instead of by printing hard copies of the coupons.
Email marketing is another significant way CVS reaches ExtraCare members. CVS uses predictive modeling and AI to target individual consumers and maximize redemption rates. Brands also have the opportunity to sponsor emails that usually contain deals on products as well as links to informative articles on health topics.
In 2024, in response to consumer feedback, CVS unveiled a new, simplified, tiered ExtraCare rewards program. ExtraCare remains free, while ExtraCare+ replaces CarePass.
ExtraCare still includes:
- Sale prices,
- Customized deals,
- 2% back in ExtraBucks rewards,
- A $3 birthday reward, and
- Up to an extra $50 in rewards at the pharmacy.
ExtraCare+ costs $5 a month or $48 annually, and includes ExtraCare's benefits as well as:
- Free same-day delivery, sometimes in as little as three hours,
- Free shipping on orders of $10 or more,
- Free same-day RX delivery,
- 20% off CVS Health brand products,
- Access to a 24/7 pharmacist helpline, and
- Access to a $10 monthly bonus reward.
Additional segments of ExtraCare include Pharmacy & Health Rewards, which are aimed at “seekers” and “strugglers” (see “Customer Segments”), the program awards members credits. Four credits convert into $2 ExtraBucks Rewards. Filling or refilling a prescription, or adding a family member (even a pet) earns one credit. Getting a flu shot or other vaccine, creating an account and linking prescriptions, or filling/refilling a 90-day prescription earns three credits.
Private Label
Private Label
CVS is honing its private and exclusive brand portfolio, which spans approximately 5,500 products that accounted for about 21% of front store revenues in 2023, as the retailer relies on its proprietary brands as significant drivers of growth.
Ranging from allergy and pain relief to snacks, personal care and cleaning supplies; CVS is focused on offering private label items that are made with clean and better-for-you ingredients. In recent years the retailer has reformulated hundreds of private-label products for the most prevalent formaldehyde donors (preservative ingredients that can release formaldehyde over time) from its store-brand CVS Health, Beauty 360, and Blade product lines.
CVS’ private label items account for more than 20% of the drugstore chain’s product assortment and outperform some big brands, ranking first across most product categories. They’re typically priced 20% to 40% lower than national brands, and all have a money-back guarantee.
The chain’s private labels are:
- CVS Health: previously under the CVS Pharmacy name, a line spanning primarily OTC, personal and health care products. Some items such as batteries still use the former name.
- Well Market: Introduced in 2024, the launch consists of snacks, beverages and groceries, sold in stores and online, which will be rolled out through the year. Eventually the existing Gold Emblem, Gold Emblem Abound and Big Chill lines will be folded into the Well Market umbrella.
- QuickServe: a vitamin-dispensing system designed to make it easier to take daily supplements.
- CVS Health by Michael Graves Design: mobility bath safety and home health care products.
- Gold Emblem: national brand equivalent line of snacks, beverages and grocery.
- Gold Emblem Abound: a line of healthy snacks free of artificial flavors, preservatives and trans fat. The brand’s white cheddar-flavored quinoa & rice cakes was named the 2019 Product of the Year in the better-for-you category based on a Kantar study.
- Beauty 360: a collection of skincare and beauty tools.
- Radiance: essential oils and diffusers.
- Total Home: gardening aids, batteries, paper towels, garbage liners, food storage, kitchen and bathroom cleaners.
- Just the Basics: a value line spanning household, beauty, baby, grocery and personal care items.
- One+other: pronounced "one another," a beauty and personal care brand with more than 200 SKUs. Part of the assortment includes Universal Tools, an assortment of self-care items such as nail clippers and tweezers which were designed with input from members of the disability community.
- Beauty 360: line of personal care items.
Other private labels include: Pop-arrazi, nail polish line; Caliber, a home and office supply collection; Pet Central, a pet care line; and bottled water line Big Chill.
Exclusive brands include:
- Joah: curated with Kiss Products and launched in 2018, a K-beauty-inspired brand comprising over 150 SKUs including lipsticks, liquid eyeliners, eyeshadow pallets, concealers and makeup brushes.
- Skin + Pharmacy: A line of clinically tested skin care products.
Cordavis
CVS Health has launched Cordavis, which will work with manufacturers to commercialize and/or co-produce biosimilar products for the U.S. pharmaceutical market. The products will be FDA approved. Cordavis is working with Sandoz to commercialize and bring to market Hyrimoz, a biosimilar for Humira. Hyrimoz should be available beginning in 2024, with a list price approximately 80% less than Humira.
Cause/Community Programs
Cause/Community Programs
CVS has put forth the goal of a Healthy 2030, with four focal points:
- Healthy People: To make healthcare more accessible
- Healthy Business: Invest in inclusive wellness, economic development and advancement opportunities
- Healthy Community: Grants, in-kind gifts, fundraising, promoting maternal health, keeping kids from smoking/vaping, scholarships
- Healthy Planet: Reduce environmental impact, achieve net-zero emissions by 2050
CVS contributes to national organizations, including the Alzheimer’s Association, American Lung Association, American Diabetes Association, American Heart Association, Feeding America and Easter Seals, in a variety of ways, primarily through monetary donations. The retailer also is the “national premiere sponsor” for the Easter Seals Walk With Me fundraising walk that benefits local services for children with disabilities.
Its foundation, the CVS Health Foundation, financially supports organizations that provide access to healthcare, wellness and prevention programs, and affordable housing for at-risk youths.
CVS Health also has prioritized its commitment to womens’ health. One, through continuing support of
- Go Red for Women. CVS became a national sponsor of the AHA's Go Red for Women movement supporting women's heart health in 2017. Every May, CVS Pharmacy shoppers can round up their change at store registers, or online through an e-commerce page on cvs.com to support Go Red for Women.
During National Women’s Health Week, MinuteClinic locations offer free heart health screenings to help make women more aware of the risks of cardiovascular disease.
CVS Health is also taking action to provide easier access to services and products that improve women’s mental and physical well-being, positioning the moves under HERe, Healthier Happens Together subset of its overall positioning. The retailer touts it:
- Pays the tax on menstrual products in 12 states and is partnering with national organizations to do away with the menstrual tax altogether in 26 states.
- Lowered prices of CVS Health brand period products in its core stores by 25%.
- Takes a stance on the “Pink Tax” through equitable pricing on comparable men’s and women’s products like razors.
- Offers new menstrual, contraception and menopause services through its MinuteClinics.
- Provides MinuteClinic Virtual Care services in many locations that address women’s needs, including heart health, thyroid monitoring, birth control consultations and depression screenings.
Project Health
CVS has a free, community-based health screening program that aims to help underserved communities. In 2023 it began offering mental health screenings in addition to blood pressure, cholesterol, glucose and body mass index checks. It aims to host nearly 2,000 screening events nationwide at CVS Pharmacy locations and community organizations throughout 2023.
Sustainability
CVS is also increasing its commitment to sustainability. In 2022 it entered a 15-year agreement with Constellation Energy Corp. to acquire clean, renewable energy as part of its goal to source 50% of its energy from renewable sources by 2040.
In 2023, the retailer joined a Bring Your Own Bag pilot through the Consortium to Reinvent the Retail Bag initiative, managed by Closed Loop Partners. Signage, marketing and customer prompts about reusable bags are being used in Denver and Tucson, Arizona-area stores.
CVS also is taking part in a Returnable Bag Pilot at select New Jersey locations. Customers will have the opportunity to purchase a bag a checkout, which they can later return at participating stores to get their $1 deposit back.
Advertising Strategy
Advertising Strategy
Tagline: Healthier Happens Together
Primary media: Opt-in emails, digital ads, FSIs, TV spots, run of press newspaper ads
CVS puts an emphasis on digital advertising, though it does still use consumer magazines and ROP newspaper ads. The magazine ads typically target specific consumer groups, such as minorities in Enterprise Publishing Inc.’s Minority Business Entrepreneur. Digital ads run on various consumer websites. Aside from radio spots, most media buys are national.
The chain primarily uses opt-in emails and digital ads to promote current ExtraCare offers that are either vendor-specific or encompass an entire category. The emails, sent four to seven times a week, focus on beauty, personal care and packaged household goods.
CVS focuses its TV spots on health services and larger programs, not specific national brand products or sales. TV spots frequently highlight services available at the MinuteClinic and guidance available from pharmacists – heavily promoting the stores as personalized and the pharmacists as guides.
Instead of the corporate tagline, the retailer uses program-specific slogans in its advertisements. For example, to promote the launch of myWeeklyAd (see “Internet Marketing Strategy”), the retailer launched a TV spot, opt-in emails and digital ads all employing a program-specific “What’s Your Deal” slogan.
The chain also runs co-operative FSIs and overlays in News America Marketing’s SmartSource and Valassis Inc.’s Redplum programs on a weekly basis. The ads identify the products as available at CVS and often present the final price for shoppers who redeem coupons from the brands’ main FSIs.
Solution Providers
Solution Providers
- Digital audio out-of-home advertising: InStore Audio Network, Princeton, New Jersey
- Lead Creative Agency: Publicis Groupe, Paris, France
- Agency Review: Roth Ryan Hayes, New York
- Brand elevation agency and public relations: Matter Communications, Boston
- Integrated creative: Publicis Groupe’s Digitas, Boston
- Media Agency: IPG Mediabrands' UM, New York
- Creative/Strategic Agency: (Add)ventures, Providence, Rhode Island
- Digital commerce platform/client platform partner: Toshiba Global Commerce Solutions, Durham, North Carolina
- Corporate Social Responsibility Agency: Cone Communications, Boston
- P-O-P provider: TPH Global Solutions, Skokie, Illinois
- POS advertising: Neptune Retail Solutions, Jersey City, N.J.
- Preferred P-O-P vendor: The Royal Group, Cicero, Illinois Antibacterial dispensing wellness kiosks: Terraboost Media,Miami Beach, Florida
- Real-Time Store Operations: Reflexis Systems Inc. (a part of Zebra Technologies), Dedham, Massachusetts
- Content Marketing: Healthnotes Inc., Portland, Oregon
- Exchange: Criteo, Paris, France
- Retailer Media Network: CVS Media Exchange
Sponsorships
Sponsorships
CVS focuses sponsorship activity on youth sports and nonprofit support instead of professional teams. Among its sponsorships:
- MinuteClinic is the official physical provider for Pop Warner Little Scholars leagues.
- The annual CVS Health Charity Classic in June hosts about 20 professional golfers from the PGA, LPGA, and Champions tours who compete for their team's charity to earn $25,000.
Marketing Expenditures
Marketing Expenditures
Net advertising costs, which are included in operating expenses, were:
- 2023: $985 million
- 2022: $745 million
- 2021: $707 million
- 2020: $613 million
- 2019: $396 million
- 2018: $364 million
- 2017: $230 million
Advertising costs are reduced by the portion funded by vendors and are expensed when the related advertising takes place.
Metaverse
Metaverse
In 2022, CVS Health filed to trademark its logo in the metaverse, create an online store, and produce downloadable virtual goods and online retail store services, including health, wellness, beauty and personal care products.
![CVS logo](https://assets1.p2pi.com/styles/hero/s3/2022-07/cvs_logo_stacked_0.jpg)
CVS Pharmacy Promotional Calendar
A roundup of seasonal promotions.
January
- New Year: Combines ExtraBucks rewards for weight-loss, smoking-cessation, sleep aids and other personal care/wellness products and better-for-you snacks with lifestyle information. Particularly elevates vitamins and supplements via front-page circulars. In January 2024, it held a Save Extra Event, with deals on supplements, fitness products and more, to help with resolutions.
- Cold & Flu: Season-long campaign that includes bilingual elements pushes immunizations (including COVID-19 shots) and presents ExtraCare deals on cold remedies. Account-specific displays and signs, digital activity and circular features support.
- Martin Luther King Jr. Day: Social media posts in 2022 tied in to the holiday by noting the retailer expanded its Project Health no-cost community health program for multicultural and uninsured communities.
- Super Bowl: A purchase incentive or ExtraBucks rewards incorporating dozens of brands including official NFL sponsors; also includes custom P-O-P materials.
- Valentine's Day: Fueled by a seasonal signage package and circular support helping to promote gifts with special emphasis placed on candy and greeting cards from Hallmark.
February
- Chinese New Year: Brand-agnostic social media posts celebrate the new year.
- American Heart Month: Month-long campaign offering free, preventative heart screenings at in-store MinuteClinics.
- Valentine’s Day: Activity continues with social media posts about last-minute gifts.
- Black History Month: Brand-agnostic social media posts honor the achievements and accomplishments of African Americans, growing partnerships with Black-owned beauty brands and supplier diversity.
- Cold & Flu
March
- Spring: Sun care items receive prime merchandising space in stores, but there is also room for themed displays from brands across categories (including Keurig in 2022). Spring cleaning supplies receive circular support, while social media posts tout custom prints from the photo department for a “spring refresh.”
- Allergies: Deals on allergy SKUs from key national brands, sometimes under an overarching theme. In-store signage (particularly near pharmacy counters), circular features, and digital activity support.
- March Madness: Efforts typically position the chain as a destination for party favorites by uniting official NCAA sponsors for ExtraCare offers, though activity has been quieter in recent years. Circular features often plug the occasion.
- Easter: ExtraCare deals on confectionery and other basket-fillers, which get secondary placement in the seasonal aisle and strong feature support. Brands often provide exclusive seasonal SKUs, while a custom signage package rounds out the activity. Social media posts spotlight candy, toys, books and art supplies.
- Women’s History Month: Brand-agnostic social media posts on honoring the contributions of women to CVS and more generally.
- Epic Beauty Event: For 2023, the event returned, with 28 days of weekly deals, ExtraBucks Rewards options, and BOGO offers on makeup, skincare, haircare, vitamins, oral care and fragrance.
- Cold & Flu
April
- Ramadan: Brand-agnostic social media posts communicated tips for a healthy Ramadan in 2022. (Note that Ramadan is a floating holiday that shifts by approximately 10 days each year.)
- Earth Month/Earth Day: Highlights sustainable brands in circulars leading up to Earth Day (April 22). The retailer also highlighted sustainable plans for its store brands via social media in 2022.
- World Immunization Week: Social media posts link to online information about available vaccines.
- Spring
- Allergies
- Easter
- Epic Beauty Event
May
- Memorial Day/Summer: A loose summer theme provides the backdrop for seasonal merchandising and ongoing promotions with specific vendors. Sun care items receive prime merchandising space in stores.
- Mother’s Day: Presents ExtraBucks and other offers on typical gift items (especially Hallmark cards) and holiday needs in emails and circular features. Brand-agnostic social media posts celebrate moms.
- Graduation: Promotes gifts for the occasion.
- Mental Health Month: Weekly social media posts with tips on boosting your mindset.
- Asian American Pacific Islander Heritage Month: Brand-agnostic social media posts honoring this community.
- National Women's Health Week: Hosts free health screenings sponsored by Tylenol.
- Arthritis Month: E-newsletter offers coupon on pain relief support purchase, suggests tips to alleviate pain, and suggests SKUs from both CVS Health brands and national brands like Reckitt's Biofreeze and Haleon's Advil.
- Allergies
June
- Father’s Day: Similar to Mother's Day promotions; fragrances, grooming products and even some consumer electronics get the spotlight. Digital activity plugs deals on custom gifts from the photo department.
- Juneteenth: Social media updates in 2022 highlighted what the day "means to Black brand partners."
- Allergies: Activity continued in 2022 with social media updates promoting relevant private label products like nasal spray and loratadine tablets.
- Pride Month: Digital activity plugs cards, custom gifts via the photo department and support of the LGBTQ community.
- Summer
- Graduation
July
- Back to School: ExtraBucks and BOGO offers on school supplies, snacks, personal care and cleaning products, with the addition of custom P-O-P materials and some atypical merchandise like furniture.
- 4th of July: Patriotic apparel, accessories and party-hosting items plugged in stores.
- Summer
- Allergies
August
- Back to School: Activity continues. Social media updates in 2022 highlighted private label vitamins for parents, students and professionals to treat energy, stress and sleep issues, respectively.
- National Immunization Awareness Month: Social media reminders to get immunized.
- Summer
September
- Halloween: Basic circular/display support for seasonal merchandise along with ExtraBucks offers on candy and other treats; Mars Inc.’s M&M’s and Hershey Co. typically play lead roles. Brands have provided the retailer with exclusive seasonal SKUs as well.
- Rosh Hashanah: Brand-agnostic Facebook update in 2022 wished those who celebrate a happy and healthy new year.
- Hispanic Heritage Month: Brand-agnostic social media activity in 2022 celebrated Hispanic culture.
- Mid-Autumn Festival: Brand-agnostic social media updates acknowledging holidays (aka the Moon Festival or Harvest Festival) celebrated by East and Southeast Asian communities.
- End of Summer: Social media updates in 2022 dangled up to 80% off all photo services.
- Cold & Flu: Seasonal activity began with a focus on COVID boosters in 2022.
- Back to School
October
- Hair Color Month: Incentives and deals throughout the month on related products from brands including L'Oreal.
- Halloween: Activity continues with social media updates plugging national brands and communicating last-minute costume deals as well as allergy-friendly treats. CVS Pharmacy in 2022 was the exclusive retail partner of the Food Allergy Research & Education's FARE Teal Pumpkin Project, a yearly effort to make trick-or-treating safer and more inclusive.
- Cold & Flu: Social media updates tout flu shots, encouraging overcoming needle-phobia by incentivizing free vaccines with a sweepstakes awarding tickets to sporting events.
- Diwali: Brand-agnostic social media updates wishing a happy holiday to those who celebrate.
- World Mental Health Day: Brand-agnostic social media updates in 2022 communicated ways to boost mental wellness and plugged mental health counseling available at CVS Health Hub locations.
November
- Veterans Day: Partnered with Hallmark and Operation Gratitude in 2022 to deliver care packages to veterans and their families. Social media activity supported.
- Thanksgiving: Black Friday earns its own circular, with most deals available online all day on Thanksgiving; Cyber Week deals differ each day and are spotlighted in circulars.
- Holiday: Multi-channel campaign that in recent years has taken much of its efforts online. Activity includes social media influencers, vloggers and how-to videos. Brands position CVS as a one-stop shop for all holiday necessities. Purchase incentives support.
- Medicare: Social media activity promoting the Medicare Initial Enrollment Period and CVS’ enrollment support center.
- Native American Heritage Month: Brand-agnostic social media updates recognizing and honoring American Indian and Alaska Native peoples.
- Cold & Flu
December
- HSA/FSA: Digital activity within CVS.com encourages shoppers to shop eligible products from national and private label brands before the end of the year.
- Holiday
- Cold & Flu