Shopping Study Shows CVS and Walgreens are the Most Popular Retail Pharmacy Choices

 Shopping Study Shows CVS and Walgreens are the Most Popular Retail Pharmacy

-Shoppers' priorities differ by pharmacy-

PR Newswire

DENVER, Jan. 22, 2014

DENVER, Jan. 22, 2014 /PRNewswire/ -- An ongoing shopper behavior study
conducted by The Integer Group^® and M/A/R/C Research shows that out of the 78
percent of shoppers who fill prescriptions at a retail pharmacy, 23 percent
choose CVS and 19 percent choose Walgreens. Only 7 percent choose mail order
to fill prescriptions, which is higher than Target, Costco or Sam's Club



Survey respondents were asked to rank their priorities while shopping at their
preferred retail pharmacy. CVS shoppers are most concerned with quality; 68
percent said they want to find the best quality items when doing routine
shopping, compared to 48 percent of Walmart shoppers. Walmart shoppers are
more focused on cost (58 percent) and also prefer to spend as little time in
store as possible. Consistent with their price sensitivity, 37 percent of
Walmart shoppers choose its pharmacy due to low dispensing fees. This is
compared to 22 percent of Walgreens pharmacy shoppers, who are more likely to
focus on time, therefore seek convenient locations and speed of filling
prescriptions instead of lower dispensing fees.

Rite Aid shoppers are the most price-sensitive (68 percent said price is their
top priority), but don't mind spending more time in the store seeking the best
deals, sales, and promotions. Grocery shoppers, overall, are least concerned
with time and experience because the pharmacy is not their main trip driver.
Shoppers are there for a weekly stock-up trip and 52 percent choose their
grocery pharmacy because they can conveniently pick up a prescription at the
same time.

"Recognizing differences across retailers and what shoppers are looking for in
each store opens up opportunities to further personalize and connect with
individual shoppers and allows retailers to make the in-store experience a
positive one by knowing what their shoppers' priorities are," said Craig
Elston, senior vice president, Insight & Strategy at The Integer Group.

Additional findings in the Healthcare and Pharmacy Edition of The Checkout

  o67 percent of Boomers choose a pharmacy based on their relationships with
    the pharmacist
  o50 percent of people most often rely on their general practitioners for
    health information
  o21 percent of Millennials go online for health information, compared to 15
    percent of Boomers
  o50 percent of shoppers are regularly reading nutrition labels to help
    manage their health and wellness

Data forThe Checkoutcomes from a national survey conducted by Integer and
M/A/R/C where consumers are asked about their shopping attitudes, shopping
behaviors, and economic outlook. Topics range from criteria shoppers use to
select retailers, to which in-store stimulus is most likely to drive purchase,
to factors that might lead shoppers to leave an aisle empty-handed.The
Checkoutis available for download at Integer's

About The Integer Group
The Integer Group ( is one of the world's largest promotional,
retail, and shopper marketing agencies, and a key member of Omnicom Group Inc.
Integer lives at the Intersection of Branding and Selling^® and creates
strategic marketing solutions for clients in categories that include retail,
beverage, packaged goods, telecommunications, home and shelter, automotive
aftermarket, and power sports. Integer has more than 1,200 employees working
in U.S. locations as well as international offices in Africa, Asia, Australia,
Europe, the Middle East, North and South America. Join the conversation on
shopping culture and brand strategy at

About Omnicom
Omnicom Group Inc. (NYSE:OMC) ( is a leading global
marketing and corporate communications company. Omnicom's branded networks
and numerous specialty firms provide advertising, strategic media planning and
buying, digital and interactive marketing, direct and promotional marketing,
public relations, and other specialty communications services to over 5,000
clients in more than 100 countries.

SOURCE The Integer Group

Contact: Jennine Friess, Director, Network Communications, E: | P: 303.393.3079
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