GIANT MOVES PHARMACY TO FRONT OF STORE IN NEW FORMAT

MATTHEW W. EVANS

LANDOVER, Md. -- Giant Food Inc., here, has moved its in-store pharmacy from the rear to the front in a new concept store that opened in Gainesville, Va., less than two weeks ago, said Barry Scher, vice president of public affairs for the retailer.

"The pharmacies have always been in the back center of the store," Scher told SN. "This is the first major change with our pharmacy. As you walk in the door, it's immediately to the right, and the wellness center and health and beauty aid items are right in front of the pharmacy."

The new Healthy Ideas Wellness Center is only the 176-unit chain's third, but "we've always been into whole-health marketing in a big way," Scher said. Brochures and books on vitamins, herbals and remedies are available in the wellness center. Throughout the year, screenings and diagnostic tests will be offered.

In the repositioned pharmacy, patient consultation occurs in a private area adjacent to a floor-level service counter.

Giant, which is owned by Ahold, Zaandam, Netherlands, will reportedly incorporate the best aspects of this design into a prototype for three new stores planned for next year and 24 upcoming remodels. The ideas used in the Gainesville store came from years of research, including a nationwide tour of leading chains by operations executives, said Scher. "We have been looking to develop a new model based on the best practices, observations and study," he said. "If anything, this is our first step toward the development of a new Giant store."