Customers who choose Fruth Pharmacy are likely to find themselves with more product options and individualized service.
Lynne Fruth www.fruthpharmacy.com Point Pleasant, W.Va. 48 retail-merchandiser.com
eople have a lot of choices when it comes to choosing a pharmacy. But not every pharmacy returns that favor. Fruth Pharmacy is one organization that sees providing consumers with more choices and personal service as integral pieces of its mission. “The big boxes limit their selection, and we are competitive because we don’t tell the customers what they have to buy,” President Lynne Fruth says. “The big-box mentality is to pick a few vendors and have a limited amount of SKUs. At Fruth, you have more choices. Our customers know we will go out of our way to bring in a product for them.”
Fruth Pharmacy operates 25 stores – 16 in West Virginia and nine in Ohio. It employs around 700 people, including 70 pharmacists.The essence of the company culture boils down to its ability to get to know the customers and bring in hard-to-find products that no other stores carry. Fruth says its pharmacists’ long tenures help maintain relationships with customers, as well. Many people see their pharmacist as a big part of their healthcare team, and they want someone who will explain medications and make recommendations about what overthe-counter (OTC) products are safe.
Table of Contents for the Digital Edition of Retail Merchandiser - March/April 2012