The requirements and opportunities for successfully selling into CVS Caremark—now a nearly USD100 billion healthcare company—have never been greater. Suppliers selling into the front-end (just over 15% of the total business) will need to understand CVS’ broader focus—from increased emphasis on driving total category returns, through more aggressive private brand development and penetration. Continued success with CVS will require suppliers to align with the retailer’s healthcare agenda—all the while thinking outside the box to generate innovative capabilities that start with the shopper.