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Nrf13 brasil varejo duane reade_marketing de vizinhança

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  • 1. 14/01/2013 Duane Reades Smart Approach to Private Label and Branded Neighborhood Environments Scott McCulloch Todd Maute Rob Eder,Photographs from Drug Store News article 9/4/2012 What are we doing? • Intro (aka, who are you and what’s a “Drug Store News?”) • Set the table — DR in brief • Rebranding:  stores, private brand  • Q&A WHO IS DSN? 12x/Year 38k circ 80+ years 1
  • 2. 14/01/2013 WHO IS DSN? Website e‐newsletters DSN.TV DSN+ 100K unique  visitors 250K views Duane Reade: A very brief history DR: A brief history • 1960. Founded Cohen bros. ‐ Lower Broadway • 1992. 37 stores ‐ Sold to Bain ‐ $239 million  • 1998. 67 stores ‐ Public offering • 2004. 239 stores ‐ Sold to Oak  Hlll ‐ $700 million • 2010. 257 stores ‐ Sold to  Walgreens ‐ $1.2 billion • 2013. 253 stores 2
  • 3. 14/01/2013 DSN Sept. 24, 2012 Walgreens: The  Transformer http://drugstorenews.com/digital‐editionsThe Original Transformer “Duane Reade had started the new  drug store concept, and now you  see a lot of that influence coming  back to Walgreens and  accelerating where we’re headed…  a lot of what we’re doing that  acquisition helped to accelerate.” ‐Greg Wasson, president/CEO, Walgreen Co. DSN, Sept.24, 2012 Health & Daily  Living Store “What I saw was an opportunity to  move away from a very specific,  needs‐driven reason to shop and  become a place where people  want to shop.” ‐Joe Magnacca, president daily living products  and solutions, Walgreens DSN, Sept.24, 2012 3
  • 4. 14/01/2013What’s a Health & Daily Living Store?What’s a Health & Daily Living Store?What’s a Health & Daily Living Store? 4
  • 5. 14/01/2013 What’s a Health &  Daily Living Store? What’s a Health &  Daily Living Store?CONTENT RELEVANCE,CONTENT RELEVANCE,CONTENT RELEVANCE… 5
  • 6. 14/01/2013 Duane Reades Smart Approach to Private Label and Branded Neighborhood Environments Scott McCulloch Todd Maute Rob Eder,Photographs from Drug Store News article 9/4/2012 Re-branding Objectives • Remain Relevant • Distance ourselves from the competition • Not just listen to our customers but Hear them – Convenient, wider aisles, expanded categories • Fashion forward, innovative design • Customer Service focused • “New York Living Made Easy!”Photographs from Drug Store News article 9/4/2012 6
  • 7. 14/01/2013STRATEGIC DRIVERS ORGANIZATION OF OFFERING EASY How I Feel Pharmacy, prescriptions & medicine REWARDING What I Need Now How I Look Personal & Beauty & personal care household consumables UNIQUELY NEW YORK Leverage “Buying to Selling model”Evening PopulationDaytime Population 7
  • 8. 14/01/2013 How I LookPhotographs from Drug Store News article 9/4/2012 How I Feel 8
  • 9. 14/01/2013 How I Feel What I Need Now What I Need NowPhotographs from Drug Store News article 9/4/2012 9
  • 10. 14/01/2013 What I Need NowPhotographs from Drug Store News article 9/4/2012 42nd & 8th Ave 42nd & 8th Ave 10
  • 11. 14/01/201342nd & 8th Ave42nd & 8th Ave42nd & 8th Ave 11
  • 12. 14/01/2013 42nd & 8th Ave 40 Wall StreetPhotographs from Drug Store News - article 7/5/2011 40 Wall StreetPhotographs from Drug Store News - article 7/5/2011 12
  • 13. 14/01/2013 40 Wall StreetPhotographs from Drug Store News - article 7/5/2011 40 Wall StreetPhotographs from Drug Store News - article 7/5/2011 40 Wall StreetPhotographs from Drug Store News - article 7/5/2011 13
  • 14. 14/01/2013 40 Wall StreetPhotographs from Drug Store News - article 7/5/2011 40 Wall StreetPhotographs from Drug Store News - article 7/5/2011 40 Wall StreetPhotographs from Drug Store News - article 7/5/2011 14
  • 15. 14/01/2013 40 Wall StreetPhotographs from Drug Store News - article 7/5/2011 40 Wall Street 40 Wall StreetPhotographs from Drug Store News - article 7/5/2011 15
  • 16. 14/01/2013 40 Wall StreetPhotographs from Drug Store News - article 7/5/2011 100 BroadwayPhotographs from Drug Store News article 9/4/2012 100 BroadwayPhotographs from Drug Store News article 9/4/2012 16
  • 17. 14/01/2013 100 BroadwayPhotographs from Drug Store News article 9/4/2012 100 BroadwayPhotographs from Drug Store News article 9/4/2012 100 BroadwayPhotographs from Drug Store News article 9/4/2012 17
  • 18. 14/01/2013 Building the brand through private brand innovation and design Private Label Objectives• Create something new and Fresh• Distance Duane Reade from the Competition• Remain Relevant• Attract New Customers• Maintain and/or Build Loyalty 18
  • 19. 14/01/2013 Leverage Customer Insight• Largest NY chain but - Not leveraging it• Improve price perception• Stylish customer with urban attitude• Family focused- balancing a career• Believes in health• Progressive views – environmentally aware• Likes to shop• Loves a deal• Loves NY Design Approach• Support “NY Living Made Easy” Mantra• Create unique and ownable design• Develop brand design systems to work across multiple categories• Leverage New York imagery and iconography• Create clarity across tiers Where they were 19
  • 20. 14/01/2013 Where they wanted to go! Win Differentiate Compete with a New York TwistPrivate Label Brand Innovation Private Label Brand Innovation Delish 20
  • 21. 14/01/2013Private Label Brand Innovation DelishPrivate Label Brand Innovation DelishPrivate Label Brand Innovation Delish 21
  • 22. 14/01/2013Private Label Brand Innovation DelishPrivate Label Brand Innovation DelishPrivate Label Brand Innovation Delish 22
  • 23. 14/01/2013Private Label Brand Innovation DelishPrivate Label Brand Innovation DelishPrivate Label Brand Innovation Delish 23
  • 24. 14/01/2013Private Label Brand Innovation DelishPrivate Label Brand Innovation DelishPrivate Label Brand Innovation Delish 24
  • 25. 14/01/2013 Private Label Brand Innovation Delish Fresh Private Label Brand Innovation Delish Fresh Private Label Brand InnovationDR Brand Uniquely NY since 1960 25
  • 26. 14/01/2013 Private Label Brand InnovationDR Brand Uniquely NY since 1960 Private Label Brand InnovationDR Brand Uniquely NY since 1960 Private Label Brand InnovationDR Brand Uniquely NY since 1960 26
  • 27. 14/01/2013 Private Label Brand InnovationDR Brand Uniquely NY since 1960 Private Label Brand InnovationDR Brand Uniquely NY since 1960 Private Label Brand InnovationDR Brand Uniquely NY since 1960 27
  • 28. 14/01/2013 Private Label Brand InnovationDR Brand Uniquely NY since 1960 Private Label Brand InnovationDR Brand Uniquely NY since 1960 Private Label Brand InnovationDR Brand Uniquely NY since 1960 28
  • 29. 14/01/2013 Private Label Brand InnovationDR Brand Uniquely NY since 1960 Private Label Brand Innovation Apt 5 Private Label Brand Innovation Apt 5 29
  • 30. 14/01/2013Private Label Brand Innovation Apt 5Private Label Brand Innovation Apt 5Private Label Brand Innovation Apt 5 goes green 30
  • 31. 14/01/2013Private Label Brand Innovation Apt 5 goes greenPrivate Label Brand Innovation Apt 5 goes greenPrivate Label Brand Innovation Apt 5 goes green 31
  • 32. 14/01/2013 Brand Innovation Brand InnovationPrivate Label Brand Innovation no brand name 32
  • 33. 14/01/2013Private Label Brand Innovation Basics - no brand namePrivate Label Brand Innovation no brand namePrivate Label Brand Innovation no brand name 33
  • 34. 14/01/2013Private Label Brand Innovation no brand namePrivate Label Brand Innovation no brand namePrivate Label Brand Innovation no brand name 34
  • 35. 14/01/2013 Private Label Brand InnovationSeasonal - Christmas in New York Private Label Brand InnovationSeasonal - Christmas in New YorkPrivate Label Brand Innovation / Growler Refill Counter 35
  • 36. 14/01/2013Private Label Brand Innovation / Growler Refill CounterPrivate Label Brand Innovation / Growler Refill Counter Innovative Destinations-Packaging as part of environment 36
  • 37. 14/01/2013 Innovative Destinations-Packaging as part of environment Gourmet Lunch in New York Phase 2 Portfolio integration with Walgreens 37
  • 38. 14/01/2013Good & deLISH Nice! Pet Shoppe 38
  • 39. 14/01/2013 Ology Thank YouScott McCulloch Todd Maute Rob Eder, 39

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