CVS

It takes some patience to evaluate a CVS. Its one of those places that you’ve been to a thousand times and already have its flaws fully accepted. Still, upon taking a closer look, its clear that the design of CVS has led to many confused customers. I’m sure that each CVS works a little different. The location I evaluated was in DC so its expectedly a little smaller than its suburban counterparts.

Upon entering there is a pretty large open area with self-checkout registers at the edges. The aisles are pretty tight and the pharmacy is somewhere towards the back of the store, but I can’t fully see it with the shelving and columns in the way. The aisles give an example of items held within in them with big signs hung above. Unfortunately, because the ailes are pretty close together, you have to walk down a bit before you can read what each aisle contains. There is one larger category callout I see on the wall at the far side of the store that reads ‘BEAUTY’. This sign is flanked by other signs, with the same typeface and color saying things like ‘100% Money Back Guarantee’ which automatically get ignored and helps to make the ‘BEAUTY’ get somewhat lost.

It seems that most CVS stores now have an employee who stays near the front by the entrance/self-checkout are to direct incoming customers to what they need or to assist with the checkout process. If this person is busy with another customer, you’re basically left on you own. Its up to the store design to help you find what you need.

Some frequent CVS shoppers will know exactly where to go upon entering. For most though, navigation requires some trial and error. There doesn’t always seem to be a clear division of item types and the signs hung above the aisles don’t always give the clearest idea of everything inside. Most customers end up weaving through the aisles until they either find their item(s) or discover that CVS doesn’t have what they want. The most obvious solution seems to be a better division of item types and clearer signage.

Checkout is relatively simple, almost everyone used a self-checkout machine. I have never been there when all are in use so I don’t exactly know how a line would form, it doesn’t seem like there is an appropriate place for one. Occasionally there will be some sort of error with the self-checkout machine and the customer will have to wait for an employee to come along and unlock their machine. If this employee is buy, the customer just has to wait. I know this happens to prevent theft, but it would be helpful if the machines could somehow let the customer know what caused the holdup so they could fix it on their own.

Side note, CVS could use a serious interior design makeover. Assuming they can work on their signage and item organization issues they still need some help with their inteior finish choices like carpet, colors, etc. It just feels 90s. I assume some are more modern, but this store feels like a step back in time. They need to find a way to make their signage more visible amongst the store’s busy mechandise-packed atmosphere.