Nrf13 brasil varejo duane reade_marketing de vizinhança

14/01/2013

1

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?

14/01/2013

2

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

14/01/2013

3

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

14/01/2013

4

What’s a Health & Daily Living Store?



14/01/2013

5



CONTENT RELEVANCE,

CONTENT RELEVANCE,

CONTENT RELEVANCE…

14/01/2013

6


Duane Reade's Smart Approach to Private Label and Branded Neighborhood Environments

Rob Eder,

Scott McCulloch

Todd Maute

Re-branding Objectives


• 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!”

14/01/2013

7

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

14/01/2013

8

How I Look


How I Feel

14/01/2013

9

How I Feel

What I Need Now

What I Need Now


14/01/2013

10

What I Need Now


42nd & 8th Ave

42nd & 8th Ave

14/01/2013

11

42nd & 8th Ave

42nd & 8th Ave

42nd & 8th Ave

14/01/2013

12

42nd & 8th Ave

40 Wall Street

Photographs from Drug Store News - article 7/5/2011

40 Wall Street


14/01/2013

13

40 Wall Street


40 Wall Street


40 Wall Street


14/01/2013

14

40 Wall Street


40 Wall Street


40 Wall Street


14/01/2013

15

40 Wall Street


40 Wall Street

40 Wall Street


14/01/2013

16

40 Wall Street


100 Broadway


100 Broadway


14/01/2013

17

100 Broadway


100 Broadway



100 Broadway

14/01/2013

18

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

14/01/2013

19

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

14/01/2013

20

Where they wanted to go!

Win

Differentiate

Compete

with a New York Twist

Private Label Brand Innovation

Private Label Brand Innovation Delish

14/01/2013

21




14/01/2013

22




14/01/2013

23




14/01/2013

24




14/01/2013

25

Private Label Brand Innovation Delish Fresh

Private Label Brand Innovation Delish Fresh

Private Label Brand InnovationDR Brand Uniquely NY since 1960

14/01/2013

26




14/01/2013

27




14/01/2013

28




14/01/2013

29


Private Label Brand InnovationApt 5


14/01/2013

30

Private Label Brand Innovation Apt 5


Private Label Brand InnovationApt 5 goes green

14/01/2013

31




14/01/2013

32

Brand Innovation

Brand Innovation

Private Label Brand Innovationno brand name

14/01/2013

33

Private Label Brand InnovationBasics - no brand name



14/01/2013

34




14/01/2013

35

Private Label Brand InnovationSeasonal - Christmas in New York

Private Label Brand InnovationSeasonal - Christmas in New York

Private Label Brand Innovation /Growler Refill Counter

14/01/2013

36



Innovative Destinations-Packaging as part of environment

14/01/2013

37

Innovative Destinations-Packaging as part of environment

Gourmet Lunch in New York

Phase 2

Portfolio integration with Walgreens

14/01/2013

38

Good & deLISH

Nice!

Pet Shoppe

14/01/2013

39

Ology

Thank You

Rob Eder,

Scott McCulloch

Todd Maute

Documents

Nrf13 brasil varejo duane reade_marketing de vizinhança