With most supermarkets now selling medicines, you need to use all of the tools available to pull customers back into your store.

A few simple gestures here and there together with a rethink of your store layout could have you well on your way to doing this.

Your main strength is that you provide free and immediate professional advice without the need for an appointment, a huge plus point bearing in mind the immense strain on our GPs at the moment.

It is vital to analyze your competition – not just supermarkets but also other pharmacists to see how you compare. Look at the look of their stores, the layout, display materials and stock range they keep.

Initial Impressions

Initial impressions count for a lot, and customers will make them before they even step into your pharmacy. A few simple tips:

Goods

Stock is the most important thing in your pharmacy, and most of your capital is invested in it. You should regularly review the products you stock and check they are balancing the needs of your customer and business. Cut out slow sellers, order in moderation, do not be tempted to order large amounts for huge discounts if you cannot be sure of selling them through in a short turnaround time

Layout

The overall layout of your pharmacy should take into account customer flow, which is the path (the quickest route to the main counter in most cases) customers take when entering your store.

Most pharmacies have the main medicine counter at the back of the store, in front of the dispensary. This area of the shop is the best place for items you want your customers to consider buying, for example, best sellers, special offers, high profit items and new lines. Another good selling place is the area just inside the door.

Space allocation is also important; you should give the most amount of shelf space to best selling lines.

Prime sellers should be placed at eye level. Make use of merchandising material from the manufacturers but try to avoid using too many counter racks as not only do they take up too much space, but they also only advertise one range or product.

Pharmacy Assistants

Your staff must have good communication skills and a friendly manner.

The idea is to encourage customers to keep coming back to your pharmacy, not to be put of by abrupt staff. Product knowledge is essential. and they need to be confident in their abilities without having to refer to you all the time.

Also train them to ask, "Is there anything else?" when they are completing a sale. This simple question can help increase profits by increasing second sales, or ‘link selling’, and it can jog customers to remember something else they might need.

Promotion

Try to raise your profile. Do not assume that just because you are there, people will come to see you. Encourage your customers to use you as a drop in medical advice centre, especially for minor ailments. Try advertising in the local surgery and/or local newspaper.

We take great pride in our service, and would be delighted to invite you for a free 1 hour, no obligation meeting at our comfortable offices. Simply call us  on 020 8346 0391 to arrange a mutually convenient time.

This web-site was last updated on 24/03/2011

Copyright © 2003-2011 Mac Kotecha & Company. All rights Reserved. The information on this site is for general guidance only. It is essential to take professional advice on specific issues about their impact on any individual or entity. No liability can be accepted for any errors or omission or for any person acting or refraining from acting on the information provided on this site.