Pharmacists star in Target Rx effort

Shoppers at Target stores are being encouraged to “Ask Us” as part of an aggressive new advertising campaign designed to promote the retailer’s pharmacy department.

An extensive new sign package hit stores this week, as part of that campaign, encouraging shoppers to ask the pharmacists about $4 generics, flu shots or other health questions. Overhead “Ask Us” signs are visible at store entrances, in main aisles and above the pharmacy. The retailer also makes use of endcap signs and floor graphics leading to the pharmacy. The aggressive in-store communication effort is part of a larger marketing initiative the company announced at the end of its second quarter.

At that time, EVP merchandising Kathy Tesija said the third quarter would see Target begin “an unprecedented integrated marketing campaign to drive even greater awareness for our pharmacy services and convert more Target guests into Target pharmacy guests.”

Target operates more than 1,700, of which about 1,500 contain pharmacies.

“These efforts will help contribute to store wide sales growth as loyal pharmacy guests are some of our best guests in terms of frequency and basket size,” Tesija said.

The emphasis on pharmacy is seen as an important driver of customer traffic and average transaction size, areas where Target has stuggled this year as the weak economy prompted customers to shop elsewhere.