NUMARK


Emma chaRlESwORth, cOmmUNIcatIONS maNagER at NUmaRk, ExPlaINS hOw INdEPENdENt PhaRmacIES caN takE SmaRt StEPS tO ImPROVE thEIR REtaIl OffERINg aNd tURN PREScRIPtION cOllEctORS INtO ShOPPERS.


cREatINg a SmaRt REtaIl SPacE


I


t’s undeniable that the retail sector has seen some significant changes over the years, largely due


to the rise of discount stores and pound shops. however, there are still plenty of opportunities for independent community pharmacies to take advantage of this space within their market.


historically, retail customers base decisions on accessibility, but they’ve become much savvier and shop around to find the best deal. Nowadays, from a customer’s point of view, a good retail environment with an easy-to-navigate layout is a given.


with more Otc products being purchased during the monthly/weekly household shop, some independents are finding it a challenge to maximise the potential for retail sales that their prescription footfall can deliver. the split between retail and prescription business is around 90/10 compared to circa 80/20 just ten years previous.


with Numark research finding that 80 per cent of customers would not revisit a pharmacy to pick up a prescription if the shop environment wasn’t up to standard, independents must be creating a retail space that works harder for them to minimise the risk of cutting the all-important prescription revenue.


making smart improvements to the likes of the window display, product


44 - PhaRmacy IN fOcUS


offering and shop layout improvements independent community pharmacists can ensure their profit from retail sales is as strong as it can be.


StaRt ON thE OUtSIdE when entering a pharmacy, many customers make a beeline for the counter to collect a prescription and ignore the retail space all together, so it’s important to entice them right from the start.


customers shop with peripheral vision and are often looking for new information, but as the exterior of pharmacies are notorious for having too many messages and adverts, which leads to confusion.


the pharmacy - both inside and out - must be an accurate representation of the services it offers and have simple, relevant information in order to draw customers in.


SmaRt REtaIl ENVIRONmENt when it comes to creating a retail space that will entice shoppers and keep their attention for longer, crowded aisles or misleading displays should be avoided.


Equally, if a selection of products looks dirty, the customer could be led to believe it is out of date or not as popular and therefore be less likely to make a purchase, so all products


and shelving should be kept clean, clutter and dust free.


the optimum number of retail products in pharmacy is around 2,500, although the majority of independents stock up to 6,000 - which, if not ordered and displayed accordingly, can turn into a headache for both customers and staff.


UtIlISE thE whOlE tEam another important aspect to consider is making the most of all employee skills to boost retail sales. a simple 'your prescription will be about five minutes, please take a look around the shop while you wait' is a small change and could actually be the key to significantly boosting retail sales.


By promoting the personal touches, creating an enthusiastic approach to engagement and establishing strong relationships with regular customers, independents can make a real difference to the business over time.


taking this holistic approach will provide an extra level of reassurance than that of a worker in a generic retail store.


It’s all about recognising the unique selling points of your pharmacy over discount or general stores and making the most of them.


Stay cOmPEtItIVE Some may consider these changes a big project that will take up a lot of


Emma charlesworth, communications manager, Numark


time and investment but in reality, many have little or no cost attached and there are resources on hand to help. Numark’s role is to support independent pharmacies during this process and provide continual provision throughout.


So, to remain competitive in a time where more services are emerging, independents need to step up and make their retail space the best it can be.


delivering a complete healthcare package - consisting of products, services, advice and prescriptions - is something that the grocery competition can’t compete with and this provides a real competitive advantage.


furthermore, a clean and tidy space can ensure patients feel comfortable asking for advice, collecting prescriptions and making use of the services on offer, as well as increasing revenue from the retail side of the business.


In an progressive, competitive market, making these small changes to a retail space can make a real difference and ultimately help to boost independent community pharmacy’s bottom line. •


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