WINN-DIXIE PHARMACIES GO ONLINE FOR SERVICE

Liza Casabona

JACKSONVILLE, Fla. -- In a move designed to increase efficiency and reduce operating costs, Winn-Dixie Stores here implemented an online pharmacy service last month. Customers can use the Web-based service to submit requests for new prescriptions, refills and prescription transfers from other pharmacies.

With the new service, Winn-Dixie hopes to achieve customer convenience and lower costs without lowering value, among other advantages, said Mickey Clerc, vice president of public relations for the chain.

"Anything that we can do to reduce time and unnecessary contact, getting the essential information so that we can take action on it, is going to be beneficial," he said.

"This lays the groundwork for other opportunities in the future once we can establish a means of communication that makes it easier for both [retailer and customer]."

In addition to prescription information and ordering, the site will also provide tools that allow customers to check for drug information and interactions.

The pharmacy service is reached through a link on the chain's home page. Drug facts and information will be available without registration. Prescriptions will usually be available within four to six hours after they are ordered, the company said.