Here at Guerilla, we’re all about forming long term relationships, and they don’t come any longer term than the one we have with Rowlands Pharmacy, 14 years and still going strong! (To put this into perspective, Rowlands recently celebrated their bicentenary). Our relationship began in 2002 when Guerilla first open it’s doors and Rowlands had 80 pharmacies, at the time of writing and with over 500 outlets across the mainland, Rowlands are the UKs third largest retail pharmacy chain.
Pharmacy operates in a dynamic and ever-changing landscape and as a result of a government white paper that effectively dictated a new direction for the sector, we agreed that the time was right to undertake an ambitious 360º review of the organisation, it’s values, aims, objectives, environment and services.
First, we consolidated and updated the brand identity, a delicate process with such a familiar and well-loved family pharmacy, subtly repositioning the brand to be more service orientated with a new family orientated promise of “caring for you and your family” and a range of exciting new free healthy living services. This new approach was personified by Rowland the owl, a brand avatar who embodied the core philosophy of a wise but friendly family friend.
Our new position as leading providers of health related services and products to improve health and wellbeing through self care would mean more highly trained and advice led staff, decluttering stores by stocking exclusively health related products and a modern new in-store environment design that would ease navigation and encourage contact between the staff and their customers.
We introduced a vibrant colour palette to divide the store into easily identified, specialised health zones, a private consultation room was introduced and the dispensary area was made more open – with screened areas to encourage more conversation.
“Guerilla really embraced the brief, they really added a huge amount of expertise to the whole project and were driving it from the initial design concepts through to the re-fits. They really got under the skin of our vision and their enthusiasm was second to none.”
“The in store TV adverts for suppliers allow us to communicate with our customers, with bespoke communications adapted for different stores and audiences. Our suppliers are always delighted with the finished adverts produced by Guerilla which offer them a unique medium to promote their product and their joint working with Rowlands Pharmacy.”