NUMARK
nEED SomE rEtaIl thErapY?
WIth thE IncrEaSIng prESSUrES on pharmacY to DElIVEr ExcEptIonal SErVIcE acroSS all aSpEctS of thEIr bUSInESS, thE WInDoW of opportUnItY WIthIn rEtaIl haS nEVEr bEEn morE promInEnt. thE front of YoUr pharmacY IS 100% of YoUr ImagE.
f
or pharmacies in northern Ireland this is particularly important, as the retail side of the business
tends to occupy a larger proportion of the total turnover versus pharmacies in England, Scotland and Wales.
as retail advocates, numark have created a range of essential resources to help improve retail standards. time constraints are a real issue so we’ve developed practical tools and resources that can help to free time and build on the strong retail performance already well established in pharmacies in northern Ireland.
the retail area is a perfect opportunity to develop the skills of the counter team and delegate responsibility of maintaining the shop floor. there are a number of ways to improve your retail environment and optimise your pharmacy team.
mErchanDISIng merchandising is a fundamental requirement of any retail environment; to display products in such a way that it generates
16 - pharmacY In focUS
customer interest and, ultimately, increased sales.
the psychology of how customers think, feel, reason and select between different brands and products drives many of the merchandising basics. customers’ motivation and decision- making processes differ from product to product, and merchandising strategies are designed to tap into the mind of consumers and deliver an increase in sales, as well as create a comfortable shopping environment.
rangE many pharmacies can very quickly become overstocked. not only does overstocking create an untidy image, it is also difficult for the customer to locate and browse appropriate products and category groupings. Did you know 80 per cent of sales come from just 20 per cent of your range? Start by removing slow-selling lines from the fixture and creating a ‘sell through’ area somewhere in the pharmacy - ideally by the till - as customers may gather here waiting for a prescription.
be ruthless; try not to stock hundreds of lines that only service a handful of customers. Instead of displaying products that only sell to one or two of your customers, offer to order those products in for them. many wholesalers now offer a twice-daily delivery service and your customers will no doubt appreciate this personal touch. at the same time you will be able to free up space to stock the most efficient range for the space available.
catEgorY poSItIonIng category positioning is a really useful technique in terms of helping your
customers navigate around the pharmacy to make a purchase decision or to encourage browsing.
It involves ensuring that the key categories are positioned prominently. for example, within bath care, bath foams will tend to be the key category; within vitamins it would be cod liver oil; pmeds would be oral analgesics, and so on.
Ensuring your categories have a logical flow is important, for example, display baby care near to the door and adjacent to skincare, haircare, feminine hygiene etc.
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48
