Lewis Drug Your First Stop

The Challenge

Lewis Drug, Inc. is a successful 65-year-old department store that has built generations of loyal customers. In the last 10 years the company has not only withstood the opening of numerous big box retailers, but also of national pharmacies, and they've still seen significant growth.

To continue building on their success, the company turned to L&S to not just maintain their growth, but to bring a whole new generation of shoppers into their stores. To achieve this, Lewis and L&S developed a comprehensive rebranding campaign that included everything from a store redesign to a whole new look and energy of their ad campaign.

The Solution

The goal was to improve the overall customer experience in a way that would reward their current customer base. At the same time the campaign would educate and energize the next generation of families coming into the market.

As a result of the team's research, aisles were widened, departments organized on shopping patterns, new signage was put in place and even employees were updated with new uniforms.

Because of Lewis' size and unique buying agreements, they are able to offer top brand products at lower prices than the nation's top big box retailers. L&S wanted to highlight these market exclusive offers and branded them Feel Good Finds, a central component of the advertising campaign.

Feel Good Find describes the products that consumers are surprised to find and the experience shoppers have when they know they've gotten a great product at a great price. Public relations efforts were used prior to the launch date to help explain the Feel Good Find and draw attention to the campaign.

TV spots, billboards and magazines ads took on a more colorful and energetic look than Lewis customers had seen before. All three displayed Lewis products in unexpected ways, representing that shoppers will find unexpected products at Lewis.

Marketing efforts also drew customers to the web where they could sign up to receive Feel Good Find offers. This database built from this campaign would be used in future e-mail marketing campaigns.

The initial rollout of the redesign and rebranding campaign was met with great interest from both customers and the media alike.