What's in a name change? The conversion of Peoples Drug to CVS

Mark Kolligian

In 1990 CVS acquired Peoples Drug, a chain of 400+ drug stores in the Washington, DC area. But three years later, after an extensive renovation program and promotional campaign sales were still lacklustre.

What's in a name change? The conversion of Peoples Drug to CVS

Mark G. Kolligian CVS Inc

In 1990 CVS (at the time an 800 store drug chain located primarily in New England) acquired Peoples Drug, a chain of 400+ drug stores in the Washington, DC area.

In the subsequent three years CVS renovated every store in the Peoples chain. With the completion of this effort, a major eight-week promotional event was launched that was referred to internally as the Peoples' Celebration. These store renovations and an aggressive attempt to lift service levels produced only moderate sales results throughout...

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