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CVS Targets New Store Brand To Hispanic Shoppers


Last updated on June 1st, 2015 at 03:38 pm

CVS Pharmacy hopes to create a more attractive shopping experience for Hispanic consumers with the launch of its newly rebranded CVS pharmacy y más (“and more”) stores in Miami, Florida. The 12 stores feature fully bilingual employees and bilingual signage, more than 1,500 popular Hispanic products and expanded resources for bill paying in-store.

CVS is testing the concept in the heavily Hispanic South Florida market before expanding to additional cities. CVS acquired Miami-based Navarro Discount Pharmacy, with 33 locations in South Florida, last fall. Now the chain is making increasing moves to attract Latin American customers to its stores.

“The ‘y más’ signifies the availability of more products and services that are important to the Hispanic consumer and an overall shopping environment that is more tailored to the Hispanic consumer, with warmer and more personal customer service,” said Gabriel Navarro, CVS’s chief of Hispanic consumer growth.

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