Equal pharmacy rewards offered

Kmart and Target this week both sought to gain new pharmacy customers by dangling a $10 gift card in front of those who transfer or have a new prescription filled at their respective pharmacies. Kmart featured its offer on a half-page cover wrap on its circular with “$10” in large red type, while Target featured its offer on page 24 with more of an emphasis on the word “free.” Either approach is likely to be effective, as there are expected to be plenty of new prescriptions to be filled this fall. And even if that’s not the case, the $10 incentive is a pretty powerful considering consumers can realize a net gain of $6 if they use the coupon to fill a generic product on the retailers’ $4 list.