In the digital age, it can be tempting to put all effort into a solely online approach. But this isn’t necessarily the right way. Here’s how Rite Aid is keeping digital at the forefront of its marketing strategy without forgoing other resources.

While digital transformation is the focus of the future, Rite Aid is not neglecting other aspects. Namely, its consumers and its employees. On the customer side, the store is concentrating on experience and convenience that include its brick-and-mortar footprint, its mobile products and its e-commerce offerings. Rather than making the digital experience the only experience, Rite Aid is interested in “connecting the physical touchpoints in our 2,500 stores with the digital touchpoints” across its online assets to create a seamless, omnichannel experience overall. For example, the brand will be piloting mobile checkout in stores—a crucial aspect of the customer experience that many brands lack. On the employee side, the brand aims to eliminate unnecessary or extra steps and processes and use automation instead to foster an easier working environment.

Because the store has such a large physical footprint, it makes sense that it would want to incorporate this pre-existing feature into its new future. Online success is often a reflection of offline success. Despite earning a higher ratings than its peers in Gartner L2’s Digital IQ Index: Big Box, Rite Aid lags with the lowest engagement on all its social channels among pharmacy retailers. The latter could be contributing to its swiftly sinking spot in the Gartner L2’s digital rankings. Time will tell if combining online and offline forces will be the solution to Rite Aid’s health as a brand, but one thing is for sure: Big box brands need to bank on more than just digital if they want to survive as a store.

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