SEATTLE — Bartell Drugs has launched a redesigned weekly ad circular, which it said remains a staple marketing vehicle.

Bartell changed its weekly circular to a tab format from broadsheet.

The Seattle-area drug chain said the new circular, which features eye-catching graphics and better navigation, rolled out to mailboxes and stores this past Sunday. For the last three years, the circular sported a broadsheet format but, after Bartell worked with a local consultant, it switched to a tab format.

Research showed that customers still embrace circulars for “inspiration, savings and list building,” according to Bartell, which operates 65 stores in western Washington.

“We’ve completely redesigned the piece with the customer in mind,” explained Ryan Short, senior marketing manager. “The circular has improved graphics that are more streamlined and aligned with our brand and the visual style, both in our stores and on our website.”

Bartell said the tab-style circular, which typically will run eight to 12 pages, depending on seasonal offers, provides an easier reading experience and “more defined real estate” for shoppers, making it easier for the retailer to curate product assortment groupings and storytelling within a specific category.

Dedicated sections on each page let readers jump to what interests them most, and Short noted that increased use of color and larger images better showcases featured items. In addition, merchandise in the circular will be more prominently tied to the in-store promotional experience, the retailer said.

“The new design better complements the products from our vendor suppliers,” according to Short. “The products are the focal point, so we don’t want to overshadow them with typography or overly bold price points.”

In the new circular, pharmacy receives added visibility to highlight its services and convenience, while the CareClinic in-store health clinic gets enhanced messaging space to present health and wellness tips and spotlight its convenience and accessibility, Bartell added. Other highlights of the new design include special offers for email subscribers; information about the Bartell mobile app; and special features, events and sales on BartellDrugs.com.