Post on 01-Dec-2014
description
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Photographs from Drug Store News article 9/4/2012
Duane Reade's Smart Approach to Private Label and Branded Neighborhood Environments
Rob Eder,
Scott McCulloch
Todd Maute
What are we doing?• Intro (aka, who are you and what’s a “Drug Store News?”)• Set the table —DR in brief• Rebranding: stores, private brand • Q&A
12x/Year38k circ
80+ years
WHO IS DSN?
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WHO IS DSN?
100K unique visitors
250K views
Websitee‐newsletters
DSN.TVDSN+
Duane Reade: A very brief history
DR: A brief history• 1960. Founded Cohen bros. ‐Lower Broadway• 1992. 37 stores ‐ Sold to Bain ‐$239 million • 1998. 67 stores ‐ Public offering• 2004. 239 stores ‐ Sold to Oak Hlll ‐ $700 million• 2010. 257 stores ‐ Sold to Walgreens ‐ $1.2 billion• 2013. 253 stores
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DSN Sept. 24, 2012Walgreens: The Transformer
http://drugstorenews.com/digital‐editions
The Original Transformer
“Duane Reade had started the new drug store concept, and now you see a lot of that influence coming
back to Walgreens and accelerating where we’re headed…
a lot of what we’re doing that acquisition helped to accelerate.”‐Greg Wasson, president/CEO, Walgreen Co.
DSN, Sept.24, 2012
Health & Daily Living Store
“What I saw was an opportunity to move away from a very specific, needs‐driven reason to shop and become a place where people
want to shop.”‐Joe Magnacca, president daily living products
and solutions, WalgreensDSN, Sept.24, 2012
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What’s a Health & Daily Living Store?
What’s a Health & Daily Living Store?
What’s a Health & Daily Living Store?
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What’s a Health & Daily Living Store?
What’s a Health & Daily Living Store?
CONTENT RELEVANCE,
CONTENT RELEVANCE,
CONTENT RELEVANCE…
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Photographs from Drug Store News article 9/4/2012
Duane Reade's Smart Approach to Private Label and Branded Neighborhood Environments
Rob Eder,
Scott McCulloch
Todd Maute
Re-branding Objectives
Photographs from Drug Store News article 9/4/2012
• Remain Relevant• Distance ourselves from the competition• Not just listen to our customers but Hear
them– Convenient, wider aisles, expanded
categories
• Fashion forward, innovative design• Customer Service focused• “New York Living Made Easy!”
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ORGANIZATION OF OFFERING
What I Need NowPersonal &
household consumables
How I LookBeauty & personal care
EASY
STRATEGIC DRIVERS
REWARDING
UNIQUELY NEW YORK
How I FeelPharmacy, prescriptions
& medicine
Leverage “Buying to Selling model”
Evening Population
Daytime Population
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How I Look
Photographs from Drug Store News article 9/4/2012
How I Feel
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How I Feel
What I Need Now
What I Need Now
Photographs from Drug Store News article 9/4/2012
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What I Need Now
Photographs from Drug Store News article 9/4/2012
42nd & 8th Ave
42nd & 8th Ave
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42nd & 8th Ave
42nd & 8th Ave
42nd & 8th Ave
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42nd & 8th Ave
40 Wall Street
Photographs from Drug Store News - article 7/5/2011
40 Wall Street
Photographs from Drug Store News - article 7/5/2011
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40 Wall Street
Photographs from Drug Store News - article 7/5/2011
40 Wall Street
Photographs from Drug Store News - article 7/5/2011
40 Wall Street
Photographs from Drug Store News - article 7/5/2011
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40 Wall Street
Photographs from Drug Store News - article 7/5/2011
40 Wall Street
Photographs from Drug Store News - article 7/5/2011
40 Wall Street
Photographs from Drug Store News - article 7/5/2011
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40 Wall Street
Photographs from Drug Store News - article 7/5/2011
40 Wall Street
40 Wall Street
Photographs from Drug Store News - article 7/5/2011
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40 Wall Street
Photographs from Drug Store News - article 7/5/2011
100 Broadway
Photographs from Drug Store News article 9/4/2012
100 Broadway
Photographs from Drug Store News article 9/4/2012
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100 Broadway
Photographs from Drug Store News article 9/4/2012
100 Broadway
Photographs from Drug Store News article 9/4/2012
Photographs from Drug Store News article 9/4/2012
100 Broadway
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Building the brand through private brand innovation
and design
Private Label Objectives • Create something new and Fresh
• Distance Duane Reade from the Competition
• Remain Relevant
• Attract New Customers
• Maintain and/or Build Loyalty
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Leverage Customer Insight• Largest NY chain but - Not leveraging it
• Improve price perception
• Stylish customer with urban attitude
• Family focused- balancing a career
• Believes in health
• Progressive views – environmentally aware
• Likes to shop
• Loves a deal
• Loves NY
Design Approach• Support “NY Living Made Easy” Mantra
• Create unique and ownable design
• Develop brand design systems to work across multiple categories
• Leverage New York imagery and iconography
• Create clarity across tiers
Where they were
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Where they wanted to go!
Win
Differentiate
Compete
with a New York Twist
Private Label Brand Innovation
Private Label Brand Innovation Delish
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Private Label Brand Innovation Delish
Private Label Brand Innovation Delish
Private Label Brand Innovation Delish
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Private Label Brand Innovation Delish
Private Label Brand Innovation Delish
Private Label Brand Innovation Delish
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Private Label Brand Innovation Delish
Private Label Brand Innovation Delish
Private Label Brand Innovation Delish
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Private Label Brand Innovation Delish
Private Label Brand Innovation Delish
Private Label Brand Innovation Delish
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Private Label Brand Innovation Delish Fresh
Private Label Brand Innovation Delish Fresh
Private Label Brand InnovationDR Brand Uniquely NY since 1960
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Private Label Brand InnovationDR Brand Uniquely NY since 1960
Private Label Brand InnovationDR Brand Uniquely NY since 1960
Private Label Brand InnovationDR Brand Uniquely NY since 1960
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Private Label Brand InnovationDR Brand Uniquely NY since 1960
Private Label Brand InnovationDR Brand Uniquely NY since 1960
Private Label Brand InnovationDR Brand Uniquely NY since 1960
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Private Label Brand InnovationDR Brand Uniquely NY since 1960
Private Label Brand InnovationDR Brand Uniquely NY since 1960
Private Label Brand InnovationDR Brand Uniquely NY since 1960
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Private Label Brand InnovationDR Brand Uniquely NY since 1960
Private Label Brand InnovationApt 5
Private Label Brand InnovationApt 5
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Private Label Brand Innovation Apt 5
Private Label Brand InnovationApt 5
Private Label Brand InnovationApt 5 goes green
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Private Label Brand InnovationApt 5 goes green
Private Label Brand InnovationApt 5 goes green
Private Label Brand InnovationApt 5 goes green
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Brand Innovation
Brand Innovation
Private Label Brand Innovationno brand name
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Private Label Brand InnovationBasics - no brand name
Private Label Brand Innovationno brand name
Private Label Brand Innovationno brand name
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Private Label Brand Innovationno brand name
Private Label Brand Innovationno brand name
Private Label Brand Innovationno brand name
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Private Label Brand InnovationSeasonal - Christmas in New York
Private Label Brand InnovationSeasonal - Christmas in New York
Private Label Brand Innovation /Growler Refill Counter
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Private Label Brand Innovation /Growler Refill Counter
Private Label Brand Innovation /Growler Refill Counter
Innovative Destinations-Packaging as part of environment
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Innovative Destinations-Packaging as part of environment
Gourmet Lunch in New York
Phase 2
Portfolio integration with Walgreens
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Good & deLISH
Nice!
Pet Shoppe
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Ology
Thank You
Rob Eder,
Scott McCulloch
Todd Maute