Celesio to rebrand its Lloydspharmacy chain
Lloydspharmacy owner Celesio has announced that it is to rebrand the pharmacy chain as Lloyds as it looks to become the leading European pharmacy brand.
The move is part of a trial of what the group calls the “cornerstones” of the future of its European Pharmacy Network. These include a new brand strategy to standardise the chain’s representation across Europe, a new pharmacy concept to include innovative service formats and latest in-store technology, and a concept for co-operation with independent pharmacies.
Celesio opened the first pilot pharmacies in Bromsgrove and Bicester last week and has also opened outlets in Italy. The company will continue to trial the concept across Europe in 2013 prior to converting its 2,200 pharmacies to the new pharmacy concept under the brand name of “Lloyds”.
Under the new branding, the Lloydspharmacy colours will change from light blue to a grey background and green lettering.
Never Miss a Retail Update!Stephan Borchert, member of Celesio’s management board, explained: “Under the name of ‘Lloyds’, we wish to establish in the coming years the leading European pharmacy brand. It will stand for pharmaceutical excellence in service, medical advice and product portfolio as well as for a new and positive pharmacy experience on the part of the customers. We will strengthen the pharmacy as a multi-functional pharmaceutical service and retail concept.”
Celesio wants to put customer care at the heart of its new proposition with the new stores featuring health bars with touch screens for detailed product information, consultancy rooms and interactive communication technology.
As part of the new service Celesio also plans to co-operate with independent pharmacies by offering them access to its services as a complete package or as individual modules.
Borchert added: “The cooperation partners alone decide whether and to what extent they want to use these services. They are therefore determining the degree of cooperation. With regard to the different national legislative framework of the health systems, the pharmacy network and its modules will be tailored to national requirements.”
