NGA Guest Blog: Turning Aisles Into Access – How Grocers Can Fill the Pharmacy Gap and Build Customer Loyalty
By Marcus Sredzinski, COO/EVP at ScriptSave
The Retail Pharmacy Landscape Is Shifting
Over the past several years, thousands of retail pharmacy locations across the U.S.—especially chain drugstores—have closed their doors. Some estimates state that more than 1,600 chain pharmacies closed in 2023 alone. These closures disproportionately affect low-income, rural, and urban communities, creating what are commonly referred to as “pharmacy deserts.”
For many Americans, these closures eliminate critical access points for medications, preventive care, and trusted health guidance. But where there’s disruption, there’s also opportunity. Grocery retailers with in-store pharmacies are in a strong position to step into this widening gap.
A Grocery Store’s Strategic Advantage
Unlike standalone drugstores, grocery stores are high-frequency, convenience-driven destinations. Consumers already rely on them weekly—sometimes multiple times per week—for food and household essentials. Layering in healthcare services at the same location has clear advantages:
Convenience: A single trip can now cover everything from picking up insulin to buying fresh produce.
Time savings: An FMI report found that 61% of shoppers are willing to pay more for one-stop convenience.
Integrated health support: When groceries and pharmacy services are aligned, chronic condition management becomes more actionable.
This model is particularly well-suited for customers managing diabetes, hypertension, or heart disease. When a shopper picks up their prescription for blood pressure medication and is guided to low-sodium products in-store, health outcomes improve—and loyalty deepens.
Pharmacists: The Most Trusted, Underutilized Healthcare Providers
Pharmacists consistently rank among the most trusted professionals in the U.S–so much so that they are consistently among the most honest and ethical professionals in Gallup’s annual survey. Yet, too often, their role is limited to dispensing medications.
That’s changing.
Pharmacists today provide:
- Vaccinations and boosters
- Blood pressure, cholesterol, and glucose screenings
- Medication therapy management (MTM)
- Guidance on over-the-counter options
- Chronic condition coaching
In states like California and New Mexico, pharmacists can even prescribe for certain conditions. With the right tools and strategy, grocery pharmacies can elevate their staff from dispensers to health ambassadors—serving the community while driving growth.
Pharmacy Closures Creating Market White Space
Retail pharmacy closures have carved out a growing white space, particularly in low-income ZIP codes. A study published in JAMA Network Open found that pharmacy closures significantly increased the odds of patients discontinuing cardiovascular medications—a public health crisis in the making.
For grocery chains already embedded in these communities, the infrastructure is in place. Adding or enhancing in-store pharmacy capabilities isn’t just a competitive play, it’s a civic one.
A Smarter Health Shopping Experience
One promising example of this integration are personalized digital assistants that link health data to in-store products. These apps provide pharmacy customers with evidence-based recommendations for food and over-the-counter items that align with their health profiles.
Rather than promoting sugary granola bars to a diabetic customer, for example, pharmacies can now guide them to appropriate low-carb snacks and display shelf tags in real-time. It’s a subtle but powerful way to turn a store’s aisles into a continuum of care.
Importantly, this isn’t about selling—it’s about serving. The goal is to help customers stay well, manage chronic conditions, and feel confident that their grocery store has their back. Healthier customers are more loyal customers.
The Business Case: Health Drives Revenue
The ROI of bolstering pharmacy services isn’t hypothetical.
- A 2023 report found that 69% of shoppers also purchase additional items when picking up their prescriptions.
- Retail clinics and pharmacy services increase basket size and frequency—especially when bundled with health-focused programs.
- Chronic condition management programs lower healthcare costs while keeping customers engaged over the long term.
In other words, when you improve shopper health, you improve lifetime value.
A Holistic, Purposeful Strategy Is Key
To fully capture this opportunity, grocers can’t just place a pharmacy at the back of the store and hope for the best. A successful model requires intentional planning:
- Empower pharmacy staff to act as health guides, not just prescription fillers.
- Train teams on making health-conscious product recommendations across aisles.
- Leverage digital tools to personalize the experience.
- Integrate marketing and loyalty programs to reward health-driven behaviors.
- Measure outcomes—from refill rates to healthier product purchases to Net Promoter Scores.
This isn’t a bolt-on solution. It’s a cultural shift that recognizes health as central to the grocery mission.
Doing Good While Building Loyalty
In-store pharmacies don’t just sell medications. They’re about keeping families well, preventing ER visits, and being the kind of brand people trust. When grocers step into the role of healthcare provider—especially in communities where access is scarce—they do more than fill a void. They build lifelong relationships.
The collapse of the chain drugstore model isn’t a retail tragedy, it’s a public health challenge with a retail opportunity inside it. For grocers, the question isn’t whether to get involved in healthcare, it’s how boldly and holistically you’re willing to lean in.
The customers are already in your store. It’s time to meet them where they are—and lead them toward healthier lives.
