MIAMI — Navarro Discount Pharmacy has added e-commerce capabilities to its website that now enable consumers nationwide and internationally to shop online at the South Florida drug store chain.
The Hispanic-owned pharmacy chain said Friday that besides its current menu of prescription management tools, the Navarro.com website now sells its broad product line, which spans a range of categories.
Navarro’s offerings include fragrances, over-the-counter remedies and other health care products, beauty care, appliances, household items and food, along with a large assortment of niche, hard-to-find Latino products, the company said.
"The e-commerce capability allows us to better serve our loyal customers already familiar with the Navarro brand and its discount pricing and, in addition, reach out to the growing Hispanic population in the U.S., Central/South America, the Caribbean and internationally," Navarro chief financial officer Juan Ortiz said in a statement.
Navarro said online orders are processed immediately through its fulfillment center in Miami. The drug chain’s website accepts all major credit cards, and free shipping is available for online orders of $50 or more.
Enhancements to Navarro.com are slated to rollout in the fall, including an interactive Social Media Retail Forum, video and rich media content on family and health-related topics plus product reviews, the company said.
In late April, the retailer launched a mobile website, m.navarro.com, along with Navarro RX App, a free pharmacy mobile application.
According to Navarro, an estimated 30 million U.S. Hispanics — many native born — will be online by 2012. The retailer said these consumers are seeking familiar products from their countries of origin, such as food, tea, nectars and cola, soap, cleaners and entertainment likes domino tables and cards.
The drug chain noted that over the years it has received repeated requests to ship its products in the United States to New York, Texas, California and as far west as Alaska.
"Navarro Discount Pharmacy has been a pioneer in Miami in the Hispanic community for over 50 years," stated Emilio Yepez, director of e-commerce for Navarro, which has 28 drug stores in the Miami area. "Once again, we have emerged as a pioneer online by offering an extensive array of products not found elsewhere targeted to Hispanics of all ethnic backgrounds and ages."
The augmented online retailing capabilities are part of Navarro’s plan to expand its business beyond its core Miami market area, particularly to reach more Hispanic consumers.
For example, this spring the retailer unveiled its own private-label program for Hispanic consumers that features bilingual product packaging. Called Vida Mia, or My Life, the new label is due to launch this summer and is believed to be the nation’s first brand targeting Hispanics across all product categories, according to the company. Vida Mia will cover a broad range of product segments, including over-the-counter health care, household items, beauty care, food, body care and baby products.
The private label will be rolled out through Magellan Distribution Solutions, a Navarro wholesale and export subsidiary, and the brand also will be made available on a wholesale basis and online in about four to six months. The company said it will offer the brand through a licensing program to other retailers around the country that have a strong Hispanic customer base.
In February, Navarro announced that Magellan acquired the assets of Buxco Inc. of Miami and that, with the deal, Magellan will be providing fulfillment solution services for a network of 150 independent retail pharmacies. Magellan provides over 30,000 SKUs of products to independent retailers in Florida’s Miami-Dade and Broward counties as well as in the Caribbean and Latin America.
On the drug store front, Navarro’s growth strategy includes adding as many as 21 new stores in Miami-Dade, Broward and Palm Beach counties over the next three years, as well as remodeling up to five locations annually.
