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Drug Mart Adds Upscale Cosmetics

October 31, 2005

CANADA: Shoppers Drug Mart Corp. is expanding by adding high-end cosmetics to its stores in small towns while also opening outlets on university campuses.
In an attempt to sharpen its marketing, Shoppers is also looking to replace costly flyers by targeting promotions directly to existing customers through information from its loyalty Optimum card. By tapping into the information gathered through the loyalty card, Shoppers can track the purchases of its customers and, using that data, figure out their needs and “life stages.”
At the cosmetics counter, Shoppers is poised to bolster its business in high-end, so-called prestige cosmetics by adding new brands and putting “beauty boutiques” into more stores. An unexpected destination for the beauty boutiques is small-town stores after a successful foray into Jonquière, Quebec.
On another front, Shoppers is testing its concept on university campuses with a store opening at the University of British Columbia.

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