rexall makeover and its impact on human resources · brand defining owned products ‘right where...
TRANSCRIPT
Rexall Makeover and
Its Impact on Human
Resources
Today’s Agenda…
• Introduction
• A brief history
• Brand reinvention and acquisition strategies
– Impact on HR
– Attract
– Retain
– Motivate
• Summary of findings
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My career…
• Joined Katz Group Canada in 2003 and has held his current position of Executive Vice
President, Human Resources and Corporate Relations since 2006
• Human Resources, Organizational Development and Training, Recruitment and
Retention, Communications, Legal
• President and Chair of Rexall Foundation
• Held several senior positions at TD Canada Trust in Information Technology,
Operations and Development
• Former Vice President, Human Resources, Money Foods North America
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1996 1997
Rexall chain
acquired Pharma Plus Drugmart
chain acquired
A Walk Through Our Evolution…
1992
First Medicine
Shoppe Opens
2000
Katz acquires
Drug Trading
2004
First new large
format concept
store launched
2011 2005
Pharma Plus
rebrands as
Rexall
A Walk Through Our Evolution…
200+ new or
repositioned Rexall
and Rexall Pharma
Plus pharmacies
2012 2012
Katz Group
sells Guardian
and IDA
Katz Group
acquires Dell
Pharmacies
2012
Launch:
brand
reinvention
HR – DNA
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Organizational Culture
Company Brand
Employee Value
Proposition
Total Rewards Strategy
Compensation
Benefits
Work-Life
Performance & Recognition
Development & Career Opportunities
Attract Retain
Motivate
Employee
Satisfaction & Engagement
Performance & Results
Business
Brand Reinvention
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Rexall’s Strategy
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Attract
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• Where is the company going?
• What is the external message?
• What is the employer brand?
Ultimately, how will the organization be perceived by candidates?
We have a defined strategy to win…
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Our Brand Position For the health-conscious young family, Rexall is
Canada’s complete healthy daily living destination,
which, like a mega-dose of “feel good,” inspires and
makes it easier to live a healthier and happier life.
Attract - Our Core Values…
Attract - What Makes Us Special?
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8%
80%
% of Stores % of Flu Shots
+329%
10X
Ontario Flu Shots – 2012
Attract - How Do We Make A Difference in People’s Lives?
Most complete
health experience
First in
“Feel Good”
Innovation
Processes
Technology
Skills, capabilities, talent
Easier to shop
Always a ‘feel good’
choice
Front Shop
Price Strategy Growth through
Acquisitions
MANTRA
WIN
DIFFERENTIATE
COMPETE In-stock & on-shelf
FOUND-
ATION
Quick and
easy Rx
All-in
destination for
top 5 health
topics
‘Best of both
worlds’ health
expertise
Feel good
guides
Personalized
health
experience
Inspiring ‘feel
good’ store
Brand defining
owned
products
‘Right where
you are’ flexible
store formats
Retail
calendar Specialty
Rx
Easiest multi-
channel
shopping
experience
Easy
Access Easier to
serve my
customers
First to market
Health &
Wellness
services
Rx Price Strategy
First to market Health &
Wellness products
Easy to
feel good.
Every way.
Every day.
Retain - Competitive Strategy
Retain – Change Means Learning
Retain – Impact on Talent Management Process
Retain – Incentive Programs
Motivate
I would recommend this company as a good place to work.
73%
Motivate
• Improvement was made on 3 key metrics
Engagement Metric Survey #1 Survey #2 Difference Retail
Benchmark
Engagement Scores
Overall
Corporate
Stores
5 Engagement Drivers:
1. Executive Management Driver item #14
2. Customer/Patient Service Driver item #7
3. Training & Development Driver item #22
4. Operating Efficiency Driver item #10
5. Teamwork Driver item #11
55%
60%
+5% -1% +1% -2% +1%
Survey Participation Rate
% of Engagement Action Plans Completed
Motivate - Recognition Programs
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Motivate - Total Rewards
5 pieces of Total Rewards
•Pay – base pay, vacation pay, bonus, merit, commission payments
•Benefits – medical, dental and insurance coverage
•Retirement – a company matched pension program
•Recognition – Service Awards, WOW cards
•Perks – employee discount, employee purchase program
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Acquisitions
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Corporate Stores
Total 473 (April 2016)
13
1
23
289
95
51
1
29
Seschelt, BC
30
31
Devon, AB
32
Devon, AB
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Acquisitions
• Develop a Mergers & Acquisitions playbook in order to:
– Facilitate efficient and effective due diligence and integration of newly acquired
stores
– Assess how the store culture impacts the operating environment and help them
integrate into Rexall
– Develop a retention strategy for key talent acquired
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Acquisitions
• Evaluate and align structure and roles
• Assess the total rewards strategy to align with company
• Have a comprehensive change management plan
– Emotions
– Union/Non-union
– Communications/Onboarding
• What are the values of the organization?
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• The Rexall Foundation has been helping build strong and vibrant communities by supporting numerous charitable organizations since 2002.
• In 2015, the Rexall Foundation donated over $1,000,000 to 84 charities and organizations in Canada, which helped 774 children.
Summary
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Summary
What does this mean for a true HR business partner organization?
• Brand reinvention:
– Culture
– Today’s leaders, are they tomorrows?
– Employee engagement
– HR programs live up to the ‘new’ brand
• Acquisitions:
– Playbook
– Culture
– Emotions
– HR programs to onboard
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Thank
You 40