STORES Convention Daily - 2018 Big Show Day 3 - 29

2018 TUESDAY

29

Transformation

In terms of cutting back on social
media, she said, "Guys, we need it. We
Continued from page 1
are almost addicted. We only have 168
hours per week, and every hour is a way
anybody had asked me on the day of my for us to choose: Are we going to invest
collapse how I was, I would have said, 'I'm in ourselves? Invest in our relationships?
fine.' I didn't even know I was running on Invest in our business? Why should we be
spending all these hours on social media,
empty."
Huffington's company is introducing feeling less-than because somebody else's
an app this week that will help users set salad looks better, or their vacation looks
better or their bikini
their own digital limbody? It's not that I'm
its. In addition, Thrive
"Transformation
against social media.
Global offers a phone
Absolutely use social
charging station that
means you're never
looks like a little phone
done. Volatility is the media. Just don't be
used by it."
bed, complete with a
new normal."
Foulkes introblanket for tucking it
- Beth Comstock,
duced her segment on
in. Disconnecting -
change with the anand putting it in another
GE
nouncement that CVS
room - allows both
has committed to nonthe phone and its user
digitally altered imagto be freshly recharged
in the morning. And during the morning, ery in its marketing materials and stores,
Huffington said, it's important to take a as well as on its website, app and social
moment to be proactive about the day rather media. Photos that haven't been altered will
receive a "CVS Beauty Mark" watermark
than reactive.
"Your phone is a repository of what starting this year, and the company also is
everybody wants from you," she said. "You working with its partners to ensure that if/
need to start your morning with, 'What do when they use imagery that has been alI want from my day?' The most creative, tered, it is labeled as such. The goal is that
most inventive people are not just respond- all beauty images in CVS Pharmacy stores
ing to what the world wants of them. They will reflect transparency by the end of 2020.
Foulkes noted that she hadn't talked
set the agenda." And that one minute, she
to a single company yet that wasn't "on
said, can change everything.

Helena Foulkes of CVS Health/CVS Pharmacy shares her company's efforts in transformation.

board," though there may be challenges
with technical execution. "This is not some
mandate CVS is doing to be on a pedestal,"
she said, "but to be a reflection of consumers. And I think these beauty companies
know that, too."
"Beauty is supposed to make us feel
good, not insufficient," she said; 80 percent
of CVS shoppers are women, and are "all
bombarded by media every day."
But it's only one effort among many to
better meet the customer where she is -
and help her have a happier, healthier life.
The company made the "incredibly hard"
decision to remove tobacco from its stores
in 2014, for example, and has made other

moves around trans fats and chemicals. It
also has increased convenience for busy
shoppers by allowing them to fill prescriptions by text; next-day delivery will soon
be launching nationwide. In addition, 20
million people have downloaded the CVS
app, using it to receive deals as well as fill
prescriptions. The company is testing new
formats, including one focused on health
and beauty, another on value and yet another based on the different ways Hispanic
customers shop.
"All of these decisions we've made
have been purpose-driven decisions," she
said. "Hopeully what we're doing here is
creating a broader movement."

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