Amcal brand refresh to sharpen offer
May 21, 2024
THE 87-year-old Amcal group has refreshed its brand tagline to 'For you, for life', as unveiled yesterday to over 240 members, suppliers and partners at the group's national retail conference in Sydney.
Sigma Healthcare CEO Vikesh Ramsunder told Pharmacy Daily the new slogan, to be made public later in the year, reflects the ability of one of the oldest banner groups to service its patients over the course of many years.
"A tagline is hardly changed daily; and this new one resonates through the lifecycle of a patient as we relaunch the brand with a more premium look and feel.
"We are focussed on improving our healthcare services, but also improving our front-of-shop as customers want innovation."
Ramsunder said the possible merger with Chemist Warehouse will bring the group's retail expertise to the Amcal brand.
"We see Chemist Warehouse currently as a competitor to our brands, yet with a potential merger, and due to their retail expertise, they can help speed up what I am doing with Amcal.
"What we bring along to Chemist Warehouse is our expertise in wholesale and supply chain which assists them," said Ramsunder.
"I think we can easily marry the two brands, as in the end, it is offering the customer more choice."
He explained that if a customer wants "more value, they can choose Chemist Warehouse", and if they want a closer association with their pharmacist, then "Amcal can continue to fill that gap".
"The merger, if it goes ahead, is ultimately for two complementary offerings to come together for patients and pharmacists." JG
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