Walgreens flagship Magnificent Mile store in the Wrigley Building.
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CHICAGO—Walgreens, part of the Walgreens Boots Alliance (Nasdaq: WBA) is piloting a test of an optical department and offering eyecare services and exams at one location within its Walgreen flagship Magnificent Mile store here in the Wrigley Building.

A Walgreens spokesperson told VMail, “The new Walgreens Optical offers comprehensive eye exams from fully-licensed optometrists and opticians, advanced lenses from leading companies, a full selection of frames and price points, and clear and simple pricing.”

He added, “Walgreens believes vision care, combining health and fashion, has potential as an expanded offering as it strives to be America’s most-loved pharmacy-led health, well-being and beauty retailer. At present we are piloting at just one store and will use that experience to determine the timing and location of any similar, potential future store enhancements.”

The services at Walgreens Optical are being provided by “an independently owned company whose licensed health care professionals are not employed by or are agents of Walgreens.” The company would not provide further details.

Among the features of the new Walgreens Optical department are an on-site fully-licensed optometrist, precise measurement technology and virtual frame try-on. The department also offers all major brands of contact lenses, a frame selection at a variety of price points, prescription and non-prescription sunglasses and a range of spectacle lens options. Adult and pediatric eye exams are offered as are pre-and post-eye surgery care, the spokesperson noted.

The spokesperson said, “Walgreens is a trusted brand and health provider, offering convenience and location.” Noting there is a growing customer interest in vision health, he added, “Walgreen’s focus on wellness and ‘holistic health care’ is another factor in the establishment of the pilot. In addition to improving vision, eye exams are important diagnostic tools for eye diseases, diabetes, high blood pressure, high cholesterol and other conditions. And, because Walgreens is an already established shopping destination for quality beauty products, eyewear complements these fashion offerings.”

Tying in with Walgreens’ competitive pricing and special offers, eyecare services will be integrated into Walgreen Balance Rewards program in early 2017, the spokesperson said, adding, the company seeks to build “customer engagement and loyalty through eyecare reminders and easy access to care.”

The department opened in December and is open Monday to Friday 9 a.m-7 p.m.; Saturday 9 a.m.-6 p.m.; and Sunday 12-5 p.m.

Walgreens Boots Alliance consists of a portfolio of retail and business brands, including Walgreens, Duane Reade, Boots and Alliance Healthcare, as well as increasingly global health and beauty product brands. In the U.S., the company operates more than 8,000 drugstores in all 50 states, the District of Columbia, Puerto Rico and the U.S. Virgin Islands.

In the United Kingdom, Boots Opticians is one of the leaders in the optical market with 636 practices, Walgreens Boots Alliance reported, of which 182 operate on a franchise basis. Approximately 30 percent of these optical practices are located in Boots stores with the balance being standalone optical practices, according to the company’s website.