Rite Aid Vitamin Initiative Aims To Aid Consumers With Supplement Selection
This article was originally published in The Tan Sheet
Executive Summary
Rite Aid is distributing Vitamin Answer Wheels in its stores in an effort to educate consumers on which supplements are best for treating certain health conditions, the retailer announced Aug. 9
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Rite Aid is distributing Vitamin Answer Wheels in its stores in an effort to educate consumers on which supplements are best for treating certain health conditions, the retailer announced Aug. 9. The nationwide Vitamin Initiative is designed to help consumers "sift through the overwhelming amount of information on vitamins and insure they are taking the correct vitamins for optimal health," the company said. Rite Aid began distributing the wheels in stores during the first week in August. The wheels, which were designed by Rite Aid and vitamin suppliers, offer "customized vitamin recommendations" for 10 health conditions affecting women and 10 affecting men to help customers make the right vitamin purchase. The wheels and other Vitamin Initiative merchandise can be found in endcaps placed in the vitamin section of Rite Aid stores nationwide. In addition to distributing wheels, the firm has provided a link on its 1 website that invites consumers to "take the wheel" and take charge of their health. The website provides a printable document entitled "Vitamin Tips & Savings From Your Rite Aid Pharmacist," which provides coupons and information about 12 Nature Made products. For example, the brochure contains a $5 coupon for Coenzyme Q10 and notes that "some cholesterol therapies may lower the levels of CoQ10, an important nutrient for heart function." Other nutrients in the brochure include fish oil, magnesium, vitamin D, vitamin E and folic acid. The ongoing initiative will be promoted through circular ads, in-store radio and store signage, as well as with e-mails to members of the Single Check database. Consumers are encouraged to consult "specially trained" Rite Aid pharmacists with vitamin questions or concerns through in-store promotional material. "Rite Aid's new vitamin answer wheel and vitamin initiative is another way that we can offer solutions to your customers for dealing with everyday health questions," senior VP-marketing John Learish said. The initiative is "part of a yearlong commitment to patient health and wellness," Rite Aid said. The launch follows the May Allergy Initiative, which offered information to consumers during allergy season. |