Dive Brief:
- Walgreen’s and Duane Reade have ended a store directive for staffers to wish customers to “Be Well” upon checkout and departure.
- The store has issued new greeting guidelines to employees, which include suggestions for salutations and addressing customers by name.
- A spokesman told the Chicago Tribune that the “Be Well” initiative, in place since 2013, had achieved its branding goals.
Dive Insight:
Employees of Walgreen’s and Duane Reade stores will no longer be required to issue the stock “Be Well” upon customer checkout and departure. Many had complained openly in online forums about the requirement and will be happy to see “Be Well” go, according to a Tribune report.
While the phrase often sounded rote, however, a company spokesman says that the directive had achieved its goals as part of the “Way to Well” branding campaign launched two years ago. “Be Well” and will be replaced with a range of options including addressing customers by name and a closing phrase to be determined.