CVS Bets on In-Store Signage

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CVS Bets on In-Store Signage

By Jacqueline Barba - 03/12/2020

CVS Pharmacy is in the early stages of a “full redesign” of its in-store signage guided by a governance strategy that balances brand- and CVS-driven communication in each of its more than 9,000 stores.

Marcy Brewington, director of in-store marketing strategy, CVS Health and Dana Stotts, senior vice president, Business Leadership, Arc Worldwide, discussed the in-store signage upgrade at the Path to Purchase Expo in Chicago in November.

The goal of the overhaul is to target shoppers with a mission in mind and help them complete their journey in stores faster, while also systematizing the way CVS and its brand partners communicate with shoppers at shelf. Through an extensive research project conducted by Brewington and her insights team, they determined how it would enhance that shopper experience in 2020 and beyond. Even in the digital age, Brewington said that one of the most important things for CVS is its stores.

Visit p2pi.org to view the full story plus more than 15 photos of branded, account-specific and retailer-led signage, as well as an entire image vault gallery of more than 2,500 photos of displays and signage at CVS over the years.