Hundreds of local and national chain pharmacy store locations are closing nationwide, including 300 CVS stores this year,1 over 2,000 Walgreens locations in the next three years,2 and 200 Rite-Aid locations.3 These store closures present a grocery marketing opportunity for stores with pharmacies to acquire new customers—for both prescriptions and groceries. Here are 3 steps to build your strategy:
No. 1 – Understand How Consumers Shop for Prescriptions
In the past 30 days, 53% of consumers in rural markets have shopped for prescription drugs in a physical store; only 12% have shopped online.4 Mspark can partner with grocery retailers to acquire new pharmacy customers who prefer to purchase their prescriptions in a physical store.
Location is the No. 1 factor in selecting a pharmacy, followed by price and insurance coverage.
No.2 – Target Your Highest-value Potential Customers Down to the Household Level
Mspark’s team uses a data-driven approach to create the most effective marketing plan. Insights gained from data analysis enable us to enhance and optimize your campaigns, connect the right message with the right customer, and maximize your advertising budget. Learn more about how targeting works in our video.
No. 3 – Create Compelling Offers to Acquire New Customers, but Don’t Overlook Loyal Customers
Target consumers in your local market area with incentives and special offers for transferring their prescriptions to your stores.
- Direct mail is the communication channel most often preferred for engaging with unfamiliar brands, particularly among older respondents.5
- Sixty-five percent of consumers surveyed say an offer or promotion is the most effective tactic to inspire them to act.5
Give your loyal customers even more reason to shop with you by targeting them with pharmacy offers.
Did you know?
- 65% of respondents are likely to engage with mail from a brand they already have a relationship with. 5
- 78% of consumers say an offer or promotion makes them more likely to open and read direct mail. 5
Direct Mail Has a Longer Shelf Life than Digital Ads
Not only do consumers take action in response to direct mail; it has a longer shelf life than other types of ads.
Half of recipients immediately read direct mail from brick-and-mortar retailers; 39% keep it to read later. 5
Half (50%) of direct mail recipients surveyed bring mail into a retail store.6 Put a postcard with compelling offers in their mailbox to drive more traffic to your stores.
Learn how Mspark has partnered with other retailers to achieve their grocery marketing goals in our case studies. Click “get started” below to connect with an expert to discuss your grocery marketing goals.
Sources: “CVS Is Closing 300 Stores in 2024,” FinanceBUZZ.com, August 20241; “Walgreens Is Closing Thousands of Stores by 2027,” goodhousekeeping.com, July 20242; “Rite Aid to close 10 additional stores: See full list of nearly 200 locations shutting their doors,” usatoday.com, January 20243; Prosper, August 20244; 2024 LOB State of Direct Mail Consumer Insights5; USPS Mail Moments 20246