Piggly Wiggly Adds Online Pharmacy Service

Share this content:
The Piggly Wiggly grocery store chain has begun offering online prescription ordering for its shoppers via Grocery Shopping Network's pharmacy service.


Eden Prairie, MN-based Grocery Shopping Network is providing the option to its 1,000 grocery stores that offer online shopping via GSN's Web site.


Working with Denison, TX-based Horizon Pharmacies, GSN allows individual stores to offer prescription orders on their sites. The prescriptions are funneled to Horizon pharmacists and are never viewed or handled by the retailers.


Piggly Wiggly, Memphis, TN, is a prime candidate for the service, with more than 600 independently owned stores in 16 states.


"The pharmacy and prescription drug marketplace is a competitive and potentially lucrative element of the retail environment. Yet, for many of our independent owners and operators, the financial and licensing resources required to operate an on-site pharmacy ... are prohibitive," said Richard Varnon, director of e-commerce at Piggly Wiggly.


Andy Robinson, CEO of GSN, believes shoppers in rural areas will take advantage of the online service. "This is extremely popular in areas that are remote, where they don't have a lot of options," he said.


In addition, small grocery stores cannot afford to hire pharmacists, so they want to give their shoppers the online ordering option via the store's Web site or in-store kiosks, he said.


The problem, according to Robinson, is getting the word out to customers. Most small stores cannot afford to put a computer or kiosk for ordering in the store. So they must heavily promote their Web sites and hope customers will order from home or work.


GSN is sending point-of-purchase kits to its retailers to help promote the service, and Piggly Wiggly plans to launch a $1 million sweepstakes in the near future to boost interest in the program.


Sign up to our newsletters

Company of the Week

We recently were named B2B Magazine's Direct Marketing Agency of the Year, and with good reason: We make real, measureable, positive change happen for our clients. A full-service agency founded in 1974, Bader Rutter expertly helps you get the right message to the right audience at the right time through the right channels. As we engage our clients' audiences along their journey, direct marketing (email, direct mail, phone, SMS) and behavioral marketing (SEM, retargeting, contextual) channels deliver information relevant to the needs of each stage. We are experts at implementing and leveraging marketing technologies such as CRM and marketing automation in order to synchronize sales and marketing communications. Our team of architects and activators plan, execute, measure and adjust in real time to ensure the strategy is working as needed and change things if it's not.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above