Sav-Mor promotes its small-town spirit
Armed with the positioning line, “It’s Time To Get Better,” Sav-Mor Drug Stores continues to emphasize the big difference between its network of franchised locations and the corporate mentality of the chain operations.
To that end, its most recent radio and television campaign positioned the pharmacies against the large national chains. The customer- service-focused campaign established the Sav-Mor pharmacist as “your personal pharmacist” along with the idea that “nobody cares more for the customer than the owner.”
To keep its stores in the public eye, Sav-Mor has diligently supported on-target marketing, aggressive advertising, traffic building promotions and public relations campaigns. Among its most successful is the Advertising Circular campaign, whereby the pharmacies produce 14 direct-mail tab and coupon books a year. While each store controls local delivery, each is able to tap into an advertising and promotions program that would be out of reach to an independent pharmacy. Other initiatives created to assist its independently owned and operated neighborhood pharmacies are improved store-level efficiencies.
Its rewards program continues strong, offering customers a 30-day supply of more than 300 drugs for $4 and a 90-day supply for $11.99. In addition, pharmacists offer one-on-one free medication reviews, as well as a 20% discount on all Quality Care over-the-counter products. The program was created three years ago for several reasons. “We put a value on working with our pharmacists to help manage prescription costs,” Sav-Mor president Richard Grossman told Drug Store News. In addition, it enables the chain to match big-box retailers’ prices and keep customers loyal to Sav-Mor pharmacies. The program still carries a one-time fee of $10.
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