In the second half of the twentieth century, 20 percent (10,000) of all retail druggists were Rexall druggists. Now there are none, and this book explains why!
The Rexall Story: A History of Genius and Neglect shows how a brilliant and successful business/pharmacy venture was allowed to fail through carelessness and an inattention to the original formula of the company. From the celebrated genius of Louis Liggettwho started United Drug in 1903to the business’s demise nearly 75 years later, this significant text will provide you with new insight into the pharmacy industry.
With The Rexall Story, pharmacists, pharmacy and business educators, and historians alike can see how Louis Liggett single-handedly transformed the retail drug business using innovative business practices and policies. Author Mickey C. Smith, editor of the Journal of Research in Pharmaceutical Economics and principal author and editor of the seminal book Pharmaceutical Marketing: Principles, Environment and Practices, uses his expertise to explain how Louis Liggett’s techniques were so successful in the industry. This book explores in detail his communication and merchandising skills, his principles in doing business, and his revolutionary techniques for keep his business prosperous.
Using internal documents, photographs, and direct quotes from radio promotions, and the recollections of former Rexall employees, this book chronicles Rexall’s story, including:
- the beginnings of Rexallits origins and expansion, International Rexall Clubs, and the unparalleled efforts of Liggett and his franchisees
- the "Dear Pardner" letters (1903-1923)unprecedented in "Big Business" even today, these were personal letters between Liggett and his people
- the Rexall "family"conversations and correspondence with former "Rexallites," capturing how the retirees felt about the company before and after its downfall
- the acquisition and marketing of the products of the Rexall Drug Companyincluding medicinal products, candy, water, cigars, stationery, and toiletries, among others
- price considerations for both the drug store owner and his customers"store brands" and the Rexall One Cent Sale
- the distribution of Rexallmoving supplies, channel relationships, training courses, and conventions
- record-breaking promotional ideas"Rexall Ad-Vantages" and other printed media, radio shows such as Rexall’s Parade of Stars and Rexall’s Magic Hour, The Phil Harris/Alice Faye Show, and The Rexall Train
Table of Contents
- Foreword (William L. Sharringhausen)
- A Partial Chronology of Rexall
- PART I: THE LIGGETT LEGACY
- Chapter 1. The Genius of Louis Liggett: How It All Began
- Chapter 2. "Dear Pardner"
- Chapter 3. The Sense of Family and Its Effects: Rexall Retirees Speak
- PART II: MARKETING REXALL
- Chapter 4. The Genius of Rexall Product
- Chapter 5. The Genius of Rexall Price
- Chapter 6. The Genius of Rexall Place
- Chapter 7. The Genius of Rexall Promotion
- PART III: THE DART ERA
- Chapter 8. Justin Dart: A New Era of Genius
- Chapter 9. The End of the Rexall Era
- Chapter 10. Conclusion
- Appendix. A Profile of Hazard Rexall Drug
What People are Saying About This
Dick Hartig, CEO, Hartig (formerly Rexall) Drug Stores
AS HARD-HITTING AS A REXALL ONE CENT SALE! Mickey Smith has dug deep to uncover an inside look at Rexall, their successes, failures, pundits, and bandits.
Kurt A. Proctor, PhD, RPh, President, National Association of Chain Drug Stores Foundation
Having grown up working in my father's Wood Rexall Drug store, literally on the corner of Main Street, I thoroughly enjoyed Smith's chronicle of this important part of pharmacy's history. He has captured many voices of the grassroots of pharmacy that went such a long way in shaping our profession and our business in much of the twentieth century. Smith brings the 4-Ps of marketing to life with this very special part of Americana.