New chief merchant hones front-end strategy

Musab Balbale, senior vice president and chief merchant at CVS Health, tells this week’s Video Forum about efforts to build on the momentum the retailer developed during the COVID pandemic and further strengthen customer relationships. He also discusses how the company’s identity as a health care provider impacts the front-end business, the advantages of maintaining a closely curated assortment in self-care and other categories, and ways to further enhance CVS’ beauty offer.