CVS rebrands 11 stores to attract Hispanic shoppers

CVS Health (NYSE:CVS), which has more than 7,800 locations across the country, has rebranded 11 Miami stores and opened one new one, all named CVS/pharmacy y mas (CVS/pharmacy and more).

The strategic move is aimed at attracting more Hispanic consumers.

"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," Gabriel Navarro, chief of Hispanic consumer growth at CVS/pharmacy, told the Miami Herald.

These rebranded stores will include bilingual customer service, more than 1,500 brand-name products familiar to Hispanics, appliances such as arepa makers, and shots of Cuban coffee served from 10 a.m. to 3 p.m. daily.

Last year CVS acquired Navarro Discount Pharmacy, the largest Hispanic-owned drugstore chain in the United States.

Hispanics have become a strong force in the retail world and many companies are making an extra effort to reach out to this growing demographic. For example, JCPenney (NYSE:JCP) created a campaign specifically geared toward Hispanic shoppers last summer during soccer's World Cup frenzy.

For more:
-See this Miami Herald article

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