Tiberio

It's being used as a unique design element, says Paul Tiberio, senior vice president of merchandising and marketing for Duane Reade.

Barcodes Break Out of the Box 2011

It's being used as a unique design element, says Paul Tiberio , senior vice president of merchandising and marketing for Duane Reade.

Art in Aisle 5: Barcodes Enter Expressionist Period Sarah Nassauer 2011

Mr. Tiberio pointed out the hair salon, where shoppers can enjoy a free scalp analysis.

Yes, It's Still A Drugstore Anne Kadet 2011

"We're big on lavender here," said Mr. Tiberio, dressed in pinstripes and a purple tie.

Yes, It's Still A Drugstore Anne Kadet 2011

"We've got everything you'd find at a grocery store except hanging meat!" said Mr. Tiberio.

Yes, It's Still A Drugstore Anne Kadet 2011

In the newest round of customer satisfaction surveys, says Mr. Tiberio, "there's several retailers beneath us."

Yes, It's Still A Drugstore Anne Kadet 2011

Manhattanites don't care as much about value as folks in the rest of the nation, says Mr. Tiberio, and Duane Reade seldom brags about deals, preferring to offer what he refers to as "noncomplaint pricing."

Yes, It's Still A Drugstore Anne Kadet 2011

Continuing the tour, Mr. Tiberio introduced the clever digital makeover station, a $3 shoe shine stand (the polishers, trained by Duane Reade Operations Manager Chuck Newsom , double as cashiers) and the in-house doctor ($158 a visit for self-payers), who has been treating patients for sore throats, pink eye and urinary tract infections.

Yes, It's Still A Drugstore Anne Kadet 2011

Paul Tiberio , the chain's merchandising and marketing head, watched admiringly.

Yes, It's Still A Drugstore Anne Kadet 2011

But Mr. Tiberio says Duane Reade is determined to move beyond that strategy by making its stores a destination—something worth walking an extra block past CVS for.

Yes, It's Still A Drugstore Anne Kadet 2011