CVS ‘y mas’ prototype stores in O.C., L.A. target Latino shoppers – OCRegister
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Drugstore giant CVS is rolling out nine rebranded Southern California stores targeting Hispanic shoppers. The stores’ new banner name is CVS Pharmacy y mas, like this one in downtown Santa Ana.
Bottled Jarritos sodas are new to “CVS Pharmacy y mas” stores. The popular soda is carried in several different flavors inside the store.
A new kiosk inside the CVS y Mas in Santa Ana that allows customers to pay bills and put money onto cell phones and other devices. The store added thousands of new items for the Hispanic community.
A new fragrance counter in the First st. and Main st. CVS y Mas in Santa Ana. The concept store will provide a more personalized service and shopping experience to the Hispanic community.
Tortillas in the food aisle are new to CVS y Mas stores like the one is Santa Ana. Many of the products added to the stores are products customers often asked for before being carried.
New signage outside the CVS y Mas store in Santa Ana along First st. and Main st.
CVS y Mas features new “end-cap” displays with wooden shelving for products, exclusive to the “y Mas” stores.
A wide selection of candles with religious figures and plain candles are new items on the shelves of CVS Pharmacy y mas stores. Products added to the store are tagged with “Nuevo” tags.
A wide selection of candles with religious figures and plain candles are new items on the shelves of CVS y Mas stores.
A wide plethora of hair dyes are newly added to the CVS y Mas store in Santa Ana. The products added to the store are some of the most asked for by customers in the past.
Nearly a full aisle of body oils, hand creams and lotions were added to the products available at CVS Pharmacy y mas in Santa Ana.
Dried herbs and spices are among the new highly-requested items at CVS y Mas in Santa Ana. The store aims to be a more personalized service and shopping experience to the Hispanic community.
A rebranded CVS store in downtown Santa Ana is stocked with a large assortment sweet and salty snacks.
A rebranded CVS “y mas” store in downtown Santa Ana has added a large assortment sweet and salty snacks and cold sodas from brands such as Jarritos, Jumex and Bimbo.
A rebranded CVS “y mas” store in downtown Santa Ana has added dried chile peppers, hot sauces and spices to its expanded line of Hispanic products. –
A rebranded CVS “y mas” store in downtown Santa Ana has doubled its candy section to include large bags of candy for filling pinatas.
Drugstore giant CVS is rolling out nine rebranded Southern California stores targeting Latino shoppers with more than 1,500 new items from Mexican snacks to home remedies.
One of the CVS Pharmacy y más stores is in Santa Ana and eight are in Los Angeles County.
The revamped stores are an attempt by CVS to cater to the estimated 6 million Latinos living in Orange and Los Angeles counties. Prices also have been lowered on most products in the “y mas” stores, excluding prescriptions. Last year, the Rhode Island-based drugstore chain rolled out a similar test in Miami.
“We are trying to make sure we have the depth of assortment so we can be a one-stop shop” for Latino consumers, said Lisa Grubbs, director of strategic growth for CVS, which has a regional corporate office in La Habra.
Tim Powell, a retail and food service chain analyst at Q1 Consulting in Chicago, said the rebranded Southern California stores can be successful as long as the new merchandising and services are executed in a manner that doesn’t alienate its core customer.
“The key to CVS’ success here is keeping the CVS banner clear in the ‘y mas’ logo. That connection carries a lot of weight and does not impact its heaviest shoppers – white females,” he said.
At a rebranded store in downtown Santa Ana, the Mexican candy section has doubled, including the addition of large bags for filling pinatas, Grubbs said during a recent tour of the store at 102 N. Main St.
The store is stocked with home remedies, votive candles, and cold sodas from brands such as Jarritos and Jumex. It has added dried chili peppers and spices. Cleaning supplies include Fabuloso multipurpose cleaners and Suavitel liquid fabric softener. The snack aisle includes a new line of Bimbo sugary and savory snacks.
New items are labeled with bilingual “new/nuevo” price tags – another initiative aimed at Spanish-speaking customers.
One of the most noticeable changes at the Santa Ana store is the addition of a fragrance section that looks similar to one found at a department store. The walk-up counter, staffed by a bilingual clerk, contains more than 360 perfumes and colognes for men and women.
The stores also have added self-serve kiosks for bill paying and money transfers.
On Tuesday, shopper Carlos Hernandez of Santa Ana dropped in to pick up some prescriptions.
He said the Latino branding won’t make him think of CVS as a convenience market. “It doesn’t really matter. I just come here for medications for my kids.”
Contact the writer: nluna@ocregister.com
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