Walgreens returns to Empire State Building

Drug Store News,  May 20, 2002  by Liz Parks

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NEW YORK -- Returning to the EMPIRE STATE BUILDING alter a 32-year absence, Walgreens opened a two-level store in the landmark building earlier this month. The 16,644-square-foot store, Walgreens' second unit in Manhattan since announcing its return to the city early last year, features a broad range of merchandise targeting tourists, as well as convenience-oriented shoppers.

As consumers enter the store from Fifth Avenue, they face the photo department, off to the right, endcaps featuring New York mementos straight ahead and snacks and beverages to the left.

Coolers line the back of the street-level portion of the store and the gondolas in the middle of the store are packed with a wide selection of consumables, snacks, coolers, backpacks, light luggage, magazines, coloring books and games for kids.

There also is a large assortment of gift items for tourists. Many of the gift items have high tickets.

The pharmacy is on the lower level, along with a Hallmark greeting card department. OTCs and cosmetics also occupy lower-level space.

Although the store uses manufacturer fixtures for each cosmetics brand, those fixtures are contained within a uniform configuration that creates a look unique to Walgreens. The presentation is uncluttered and has a color scheme of rose and beige. Fragrances designer brands, are displayed behind a cosmetics island, and cosmeticians are on hand.

High-ticket, high-margin items are displayed on the endcaps that face the cosmetics wall, and they include a number of As-Seen-On-TV items. Within the HBA aisles there are professional and ethnic hair care sets.

The end result is that this store has transformed itself from just another drug store to a convenience store that is a destination shop.

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