Lloydspharmacy readies free customer magazine

Lloydspharmacy is launching a free in-store customer magazine next month, aiming to use the publication to build brand awareness and customer loyalty.

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The new quarterly magazine will also point customers to products they may not have realised the pharmacy offers as well as advising them how best to use what they buy.

“All of You” will be primarily aimed at women and will include topical features, expert advice, product information, recipes and beauty tips.

Lloydsphamacy hopes the launch will help to steal share from market-leader Boots and Superdrug, which both publish in-store magazines.

Customer contact manager Becky Van Allen says: “As an extension of our pharmacy environment, our goal is to develop an emotional connection with our customers in delivering expert knowledge that they trust, building our brand awareness and customer loyalty as well as creating awareness on our products and services to new and existing customers.”

Half a million copies will be available from next month in over 1,600 Lloydspharmacy stores in the UK. Further editions will follow in May and September and it will become a quarterly publication from January 2012.

Lloydspharmacy also produces a staff magazine, OneLife, which reaches its 17,000 UK employees.

The company has over 1,650 pharmacies across the UK and had a turnover of £1.8bn in 2009.

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