Associated Food Stores is adding digital displays in the pharmacies of 40 retail locations that operate under the Macey’s, Lin’s and Fresh Market brands.
Situated in the waiting and pick-up and drop-off areas, the displays will enable Associated Food Stores’ retail members to provide information to customers on general health and wellness, symptoms, disease states, and treatment options and other topics, as well as creating custom messaging that educates customers about available clinical services.
The technology comes via Mesmerize, an out-of-home New York-based media company that specializes in patient information at point of care.
“Marketing and communications continue to evolve, allowing us to use additional methods to share the benefits of visiting our pharmacies,” said Felicia Crosson, Associated Food Stores pharmacy marketing specialist. “Associated Food Stores is always looking for ways to reach our guests and provide convenient ways for customers to stay connected and informed.”
She noted that the organization is currently focusing on installing Mesmerize digital displays in corporately owned stores and plans to explore expansion to other locations in the future.
“All guests who enter our stores can benefit from the digital displays as they will provide information about our pharmacies’ clinical services, along with other health education information,” Crosson said.
The participating pharmacies will have 43-inch displays which Mesmerize can scale to store format for optimal viewing. Shopper segments likely to benefit from the digital displays include health-conscious consumers waiting in line at the pharmacy to drop off or pick up a prescription as well consumers that are passing by the pharmacy area of the story while shopping for groceries, which helps to make them aware of the available clinical services.
“The landscape of pharmacy is changing, and retail pharmacy has become more of a destination for health services and not just filling a prescription,” said Ian Stone, Mesmerize senior vice president. “Pharmacies are providing services such as test and treat where a customer can, for example, get a strep test and a prescription filled to treat a positive result all at the same time. Using dynamic displays to inform and educate customers with messaging and well-designed explainer videos can help convert new customers and generate incremental revenue.”
Stone noted that digital display technology continues to evolve and Mesmerize is regularly evaluating new platforms to enhance the patient experience, including interactive and shelf level/category displays.
Salt Lake City-based Associated Food Stores supports more than 400 independent grocers in the Intermountain West.