CVS Health has launched three new pilot stores in Houston as part of its focus on creating a destination for wellness.
Developing a new customer-centric healthcare model
The new HealthHUB format has been launched within CVS Pharmacy stores in Houston. Last year, the company outlined plans for a new store format which would offer a range of innovative healthcare services following its $69bn acquisition of Aetna, a leading healthcare insurance company. The combination of CVS and Aetna provides an opportunity for the enlarged business to develop a new healthcare model and create a new customer experience. The aim has been to create a “convenient health care destination” for consumers, blending existing pharmacy support programs and its MinuteClinic services with a new, broader offer.

Source: CVS Health
Extended range of healthcare services
Key elements of the HealthHUB include new product categories, digital tools, on-demand health kiosks and a broader range of healthcare services. Over 20% of store space is dedicated to health services including durable medical equipment and product and service combinations for sleep apnea and diabetes care. The store also offers one-on-one and group counselling on nutritional health, led by a licensed dietitian. Customers can also use iPads at 'Learn Tables' to explore health and wellness apps and shop for an extended range of products online.

Source: CVS Health
’Care Concierge’ role to engage with customers
The HealthHUB is led by a ‘Care Concierge’ to engage with customers around the new service offerings. This includes helping them to navigate the store and events and connecting them to in-store healthcare providers. CVS professionals can make us of new Wellness Rooms, while community partners can host group events including health-focused and yoga classes.

Source: CVS Health
Building resilience against digitised healthcare
Drugstore retailers are increasingly looking to broaden the products and services they offer. In part this is being driven by demographic trends but also a desire to be more resilient against the anticipation of stronger online-based competition in the future. Earlier this year, CVS partnered with SmileDirectClub at six locations, enabling customers to be fitted for invisible braces. Walgreens has also opened a dental office within one of its stores in Florida, while in Chicago, it has been piloting a vision clinic.

Source: CVS Health
Loblaw’s Wellwise format helping shoppers to “age powerfully”
In Canada, Loblaw has launched the Wellwise format, developed to help customers “age powerfully.” The store offers a broader range of products for wellness, active living and mobility, along with healthcare services like those offered by the HealthHUB at CVS. This store format enables it to tap into the trend for a growing segment of the elderly population to remain active in older age.
Aligned with our trends to watch
These developments align with one of our key trends for 2019, ‘Help me be healthy’. This year, we expect to see more retailers developing formats and services which enable them to educate, inform and reward shoppers to live healthier lives.
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