Chemmart has opened a new-look concept store in the inner Melbourne suburb of Hawthorn.
The store profiles a fresh look for the brand, both internally and externally, blending a renewed focus on value with health destination positioning.
Chemmart Executive Director Duncan Phillips says the concept store reflects considerable research, careful planning and execution.
“Our brand has always had a focus on health services that our customers love. In Hawthorn we take our proposition to the next level with a bold and contemporary design that showcases our pharmacists and our health services,” he says.
“This concept is centred on listening to our customers’ needs. They told us they wanted expert pharmacist advice, accessible health services, trusted prices and great ranges.
“That’s why in Hawthorn you’ll find an environment that is easier to shop, with a focus on bringing customers better value.”
Phillips says the concept store gives an insight into the brand’s future development, rather than a blueprint for all Chemmart stores nationally.
“The concept store will allow us to carefully test and monitor the changes we have made – from the branding, through to the way the store is designed and the services and products we’re offering – to determine what works, what needs further refinement and what is best for our network,” Phillips says.
“It’s a very exciting initiative as it reflects market-best thinking on a global scale here on a local level.”
The store will be the first to trial the Chemmart Clinic, offering a different specialised health service – such as podiatry, vaccinations and baby health clinics – every day of the week to help cement Chemmart’s place as the pharmacy destination for health advice.
The brand will be surveying customers daily via digital hubs positioned at both store entrances to ensure it captures the full customer impact of the new concept.