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SOURCE The Integer Group
-Shoppers' priorities differ by pharmacy-
DENVER, Jan. 22, 2014 /PRNewswire/ -- An ongoing shopper behavior study conducted by The Integer Group® and M/A/R/C Research shows that out of the 78 percent of shoppers who fill prescriptions at a retail pharmacy, 23 percent choose CVS and 19 percent choose Walgreens. Only 7 percent choose mail order to fill prescriptions, which is higher than Target, Costco or Sam's Club pharmacies.
Survey respondents were asked to rank their priorities while shopping at their preferred retail pharmacy. CVS shoppers are most concerned with quality; 68 percent said they want to find the best quality items when doing routine shopping, compared to 48 percent of Walmart shoppers. Walmart shoppers are more focused on cost (58 percent) and also prefer to spend as little time in store as possible. Consistent with their price sensitivity, 37 percent of Walmart shoppers choose its pharmacy due to low dispensing fees. This is compared to 22 percent of Walgreens pharmacy shoppers, who are more likely to focus on time, therefore seek convenient locations and speed of filling prescriptions instead of lower dispensing fees.
Rite Aid shoppers are the most price-sensitive (68 percent said price is their top priority), but don't mind spending more time in the store seeking the best deals, sales, and promotions. Grocery shoppers, overall, are least concerned with time and experience because the pharmacy is not their main trip driver. Shoppers are there for a weekly stock-up trip and 52 percent choose their grocery pharmacy because they can conveniently pick up a prescription at the same time.
"Recognizing differences across retailers and what shoppers are looking for in each store opens up opportunities to further personalize and connect with individual shoppers and allows retailers to make the in-store experience a positive one by knowing what their shoppers' priorities are," said Craig Elston, senior vice president, Insight & Strategy at The Integer Group.
Additional findings in the Healthcare and Pharmacy Edition of The Checkout include:
Data for The Checkout comes from a national survey conducted by Integer and M/A/R/C where consumers are asked about their shopping attitudes, shopping behaviors, and economic outlook. Topics range from criteria shoppers use to select retailers, to which in-store stimulus is most likely to drive purchase, to factors that might lead shoppers to leave an aisle empty-handed. The Checkout is available for download at Integer's blog ShopperCulture.com.
About The Integer Group
The Integer Group (www.integer.com) is one of the world's largest promotional, retail, and shopper marketing agencies, and a key member of Omnicom Group Inc. Integer lives at the Intersection of Branding and Selling® and creates strategic marketing solutions for clients in categories that include retail, beverage, packaged goods, telecommunications, home and shelter, automotive aftermarket, and power sports. Integer has more than 1,200 employees working in U.S. locations as well as international offices in Africa, Asia, Australia, Europe, the Middle East, North and South America. Join the conversation on shopping culture and brand strategy at www.shopperculture.com.
Omnicom Group Inc. (NYSE: OMC) (www.omnicomgroup.com) is a leading global marketing and corporate communications company. Omnicom's branded networks and numerous specialty firms provide advertising, strategic media planning and buying, digital and interactive marketing, direct and promotional marketing, public relations, and other specialty communications services to over 5,000 clients in more than 100 countries.
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