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The Boston Globe reports that CVS is giving its fleet of stores a makeover, “brightening up its drab walls with colors ranging from turquoise blue to magenta. It is replacing its towering shelves with shorter ones that allow a woman of average height (5 feet, 4 inches) to see from one corner of the store to the other.” It also is going to broaden the scope of its beauty counters, hoping to heighten its appeal to women – who are 80 percent of the chain’s customers.

The differentiation strategy comes as CVS is about to become the nation’s biggest drugstore chain through its acquisition of 1,260 Eckerd stores from JC Penney.
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