Rexall unveils 'Healthy Living' prototype

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The change in both the design and merchandising strategy at the Healthy Living stores is apparent even before customers enter the store, with new, earth-toned exteriors designed to blend more easily with their surroundings and convey a healthier, more natural image.

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Perimeter and in-aisle departments are aimed at different disease states and therapies, including oral care, diabetes, women’s health, bone density, etc. Each department features “information touch points” — signage cueing customers about health benefits and other helpful information.

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Rexall CEO Andy Gaincamilli showcases the store's in-aisle departments.

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A "wet play station" allows customers to sample products.

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A Rexall Healthy Living Patient Interactive Terminal in prototype stores is equipped with touch-screen capabilities to allow patients to research health information and learn more about disease, prevention, over-the-counter remedies and other topics.

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The store's redesign allows for a clear sightline to the pharmacy, which has been expanded to roughly 900 sq. ft.

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"Our goal here is to improve health care for Canadians," said Rexall CEO Andy Giancamilli.

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The store's huge, combined skin care and beauty care department, called the Derm Centre, is staffed by an expert skin care adviser called a derm consultant, and features a huge assortment of high-end and mid-priced brands for healthier skin.

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The Derm Centre is set off by light blue coloring.

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A "Dermo Analyzer," which provides interactive skin analysis, helps derm consultants work with individual customers to create a customized skin care regime.

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Upon entering the store, customers can get help at the "Healthy Living Station" from a specially trained "healthy living adviser," who provides guidance on products and introductions to pharmacy and skin care services, as well as other help.

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The cosmetics department is highlighed with pink undertones.

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The store's Healthy Living section, which includes over-the-counter products, is coded green.

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The front-end convenience section is denoted with an orange background.

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Katz Group Canada’s flagship Rexall drug store chain has unveiled a new retail format, called Rexall Healthy Living Pharmacy, aimed at making its stores “an innovative health destination” that will provide customers with preventive-health products and solutions, information to lead healthier lives and an integrated approach that weds such clinical capabilities as disease state management with wellness counseling.