Merchandising Pharmacy Services and Products

Omnichannel Marketing

Merchandising 101

- Exterior design

- Everything seen and felt and the ease of entry into the store can be planned

- The success of a pharmacy's "front end" is crucial to the total financial success of the business

- Design, layout, and merchandise are important to attract customers

Pharmacy design

- Customers demand convenience, service, and ambiance - Want to get in and out quickly

- Don't want to be too trendy or rapidly outdated

- Determine the characteristics and needs of your customers

- Size of department are typically determined by: - Industry averages and Sales per square feet

What do the counseling areas and dispensing areas need to comply with?

- The Americans with Disability Act (ADA) of 1990

- The Health Insurance Portability and Accountability Act (HIPPA)

- Legal requirements, local codes, and ordinances

- Restrictions of the shopping center

What is our goal with pharmacy layout?

Create a mood that:

- Welcomes customer traffic

- Increases time spent browsing yet not searching for goods

- Encourages unplanned purchases

- Invites them to return to the pharmacy in the future

What are the two main types of store layout?

- Grid layout

- Free-flow layout

What are the three different proper placement of goods on shelving?

- Cross selling

- End caps

- Plan-o-grams

Cross selling

The process of selling across departments to facilitate customers purchasing more items than they may have intended originally

End caps

Space at the end and beginning of aisle runs

Plan-o-grams

Diagrams that show the placement, space, and management of each item in a particular section of shelves

Facing

The arrangement of a product one package wide on a shelf

cross merchandising

Fast-moving, high-profit items can be displayed in various departments throughout the store

Merchandising the Prescription Department

- Set apart from other retail stores selling merchandise

- Should be given a position of prominence in the store

- Clean and well organized

- Open feel

- Patient waiting area

- Patient consultation area

- Perhaps a drive-thru window

- Perhaps in-store medical clinic