Moss Pharmacy, the new trading name for Alliance Unichem Plc's retail pharmacy chain, is to receive an updated corporate look with a rebranding programme for its branches. At the same time, selected pharmacies are to be refitted in a traditional or heritage style.
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A computer-generated image of the new look for Moss Pharmacy stores. The wording and logo on the signage will be illuminated |
The Moss Pharmacy name aimed to reinforce the company's health care positioning and the expertise of its pharmacists. In addition, the term "pharmacy" had European recognition, whereas "chemist" did not. The new logo included three elements - a capsule, a heart and the pharmacy cross - and used the Unichem colours. The new typography was "timeless, not faddish".
Four Moss pharmacies are to be refurbished with the new look before the end of the year. These will act as "concept stores" to test the plans ahead of a national rollout starting next year. The first concept store will be finished next month.
The interior look for the branches will carry the capsule shape into signage and displays. Floors and shelf edging are to be covered in wood laminate.
Mr Paul Wilkin (buying controller, Moss) said that branches were to be divided into four trading formats: family, traditional, total health, and health and beauty.
The family format was the most advanced of these, with 37 pharmacies expected to be trading in this format this year. The aim of the format was to improve customer loyalty, especially among new mothers. It featured an area with health advice and local parent group information and an area for children branded as the "Little Monkeys" club. This was aimed at keeping children occupied to allow mothers to spend more time shopping.
The traditional format would be applied to a selected number of branches, Mr Wilkin said. These were likely to be in tourist areas and would be in competition with other multiples. The design was "a nostalgia route" with dark wood panelling. There would be an emphasis on specialist and luxury toiletries. A consulting area for complementary medicine practitioners would be provided. The first branch in this format will open in Northallerton, North Yorkshire, before the end of the year. A further 10 are to be refitted next year.
The total health and health and beauty formats are still under development. The total health format would feature extended medicine displays, dispensing carousels and a separate room as a counselling area. The pharmacist would be expected to have a high profile in giving advice.
The health and beauty format would feature cosmetics, fine fragrances and luxury toiletries. A beauty treatment room would be provided.
Speaking to The Journal after the presentations, Mr Barry Andrews (managing director, Moss) said that the rebranding programme for Moss Pharmacy would cost "a significant amount of money". The full costings had not been finalised. The programme would be implemented "over the next few years" and the aim would "to keep the momentum going".