While you can certainly get most of your modern conveniences and necessities delivered to your front door so you never have to see the light of day or change out of your sweatpants, many of us do occasionally venture out into public to grab a few things from time to time.
This habit may be much rarer, thanks to the ongoing expansion of rapid delivery services from the likes of Amazon (AMZN) , Walmart (WMT) , Target (TGT) , and DoorDash (DASH) , but some things simply merit a trip out into the wilderness, or the strip plaza.
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Some of those trips may be enjoyable ones, like going to TJ Maxx (TJX) for a treasure hunt for a relative's birthday gift. Others might be chores, like going to the grocery store to spend what seems like an more per paycheck or hitting the drugstore for the essentials.
Increasingly, however, pharmacies and drugstores are doing what they can to lure customers in. CVS (CVS) , for example, recently reworked its loyalty program to streamline the system and make it more understandable. It currently offers member perks like free drug delivery for ExtraCare Plus members (in case you did want to stay home, after all) and plans to make the shopping experience more compelling in 2024.
"We hear very positive feedback about the simplification, about the free same-day delivery, and about the accelerated earnings at the pharmacy," vice president of loyalty, omnichannel and Hispanic formats Zach Dennett said, adding, "Expect us to continue to innovate our loyalty programs as we strive to improve health outcomes, reduce costs, and increase access to care."
Walgreens makes a competitive move
But competition between drugstores is fierce, customers tend to be stickier than at other retailers. That's because, when you're picking up a prescription at your local pharmacy, you're likely to shop around for other conveniences while you wait. Customers also tend to routinely return and infrequently change pharmacies, barring a move or other significant event.
And despite its plans to close 150 stores by 2024, Walgreens has also been working to bring in new customers and reward existing ones. The Illinois-based chain announced it will begin carrying a line of Claire's jewelry and accessories in March.
Claire's, primarily a mall and outlet mall shop that caters primarily to teen and tween girls, offers a wide ranging selection of accessories like earrings, necklaces, and other jewelry and accessories. It also offers services like ear piercing.
And Walgreens' addition of Claire's products to its in-store lineup further emphasizes its efforts to bring customers in and keep them lingering for more than just prescriptions or paper towels.
“As a one-stop destination for everyday needs, Walgreens services millions of people every day,” said Claire's CEO Ryan Vero. “Together we will extend Claire’s trend-driven shopping experience to new and existing customers, giving Walgreens shoppers more to love, fostering deeper connections and inspiring self-expression.”
Claire's had launched similar partnerships in recent agreements. It has begun offering select items in several multinational grocery chains like Albertsons, Kroger, Giant Eagle, and Food City. In 2023, Walmart began carrying a Claire's line. And Macy's began featuring a shop-in-store Claire's experience in 2022.
Claire's for its part has been making efforts to at least partially move away from high-rent areas like indoor shopping malls and instead embed its line and services in other, easier-to-access areas. In February it began working with IMG as its official licensing partner to bring Claire's products to a younger audience through a variety of channels and store partnerships.
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