Merchandising
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Overview:
Pharmacy merchandising means creating an environment which makes customers want to buy your particular pharmacy's products. There are two critical ingredients:-
- to create on overall pharmacy image and market position which attracts the local target market to the Pharmacy
- to present products so that the customers want to buy them once they are in the Pharmacy
Pharmacy image is a critical ingredient in the success of the retailer. Think about other retail stores you shop at. What image do they present?
There are a number of ingredients which contribute to Pharmacy image. They include:-
- general ambience
- product range
- layout of stock
- interior design
- position of store
- advertisements and promotions
The first overall aim of Pharmacy merchandising is to attract the right customers to your locale through creating the right Pharmacy image.
In attracting customers to your Pharmacy ensure that your image reflects the quality and type of merchandise you sell and seeks to attract the customers who are most likely to buy your merchandise.
The second overall aim, once you have attracted your customers, is to encourage them to buy.
Simple rules to follow are:-
- pharmacy layout should be deigned to put temptation within easy reach
- clear access via aisles
- registers are in premium locations
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