Merchandising helps the pharmacy: Increase sales and profits; Increase the turnover of goods; Increase the profitability of retail space; Winning new customers; Provide complete information about the product; Improve the quality of customer service; To form a positive image of the pharmacy.
Goals and objectives of merchandising for buyers: Allows you to quickly select a product; Get acquainted with new types of drugs and other products; Be more free and liberated when choosing a product; Buy advantageously presented goods with an unplanned purchase. Experience the pleasure of the process of making a purchase, staying in a pharmacy and communicating with front desk employees.
Atmosphere of a pharmacy Atmosphere is a psychological feeling that a consumer has when visiting a pharmacy (this feeling determines the nature of the pharmacy). Atmosphere is the psychological feeling that a consumer has when visiting a pharmacy (this feeling determines the nature of the pharmacy).
Air temperature Air temperature It's nice to be in a cool pharmacy when it's 30-degree heat outside! And how you do not want to leave the warm and cozy pharmacy room in the harsh winter weather raging with a blizzard! The most pleasant temperature for customers - degrees of heat - can be achieved with the help of air conditioning.
Rules for installing lighting It is necessary to calculate the strength of lighting, take into account both artificial and natural. Light can be general - a neutral color or highlight (to focus attention on a particular subject) - light of a certain shade. Choose the color and shade of the lighting. It should not be cold, giving the impression of a hospital. Warm shades of light create a feeling of comfort and tranquility in the pharmacy.
Lighting should be evenly distributed throughout the trading floor. You can focus on some areas with the help of backlighting. Limit glare and specular color effect. Do not allow the product to overheat lighting fixtures. To highlight individual shelves, lighting should be three times brighter than that used in the sales area.
Cool tones (shades of blue, cyan or green) on the contrary calm people down. This is due to the fact that people associate white with purity, blue with the sea, green with the forest. You can reduce activity with the help of cold tones in places with a large crowd of people, for example, in the cash register. It is unacceptable to use black, brown, which evoke sad thoughts.
Color according to the season When decorating windows for a holiday or a certain season, you can use suitable colors. For example, by the New Year, you can add green and silver colors to the general background, and on the eve of the summer season - yellow, reminiscent of sand.
Placement of goods in the window The absence of goods on the shelves is suicide for the pharmacy, the mere presence of goods on the shelves is only a defense against competitors, and only the correct placement of goods is an attack and success. The absence of goods on the shelves is suicide for the pharmacy, the mere presence of goods on the shelves is only a defense against competitors, and only the correct placement of goods is an attack and success. Merchandiser motto.
2. Rubrication. 2. Rubrication. A pharmacy visitor should be able to navigate and find the drugs he needs; Do not use professional and incomprehensible names for showcase rubrication such as "Diuretics", "Mucolitics", "Sorbents", etc.
3. Next to the title. 3. Next to the title. The location of the drug near the rubricator increases the volume of its sales; The rubricator in this case serves as a guide to attract the attention of the buyer, and, accordingly, the drug or product located next to it.
4. Next to the sales leader. 4. Next to the sales leader. The location of the drug next to the most hot commodity increases its airflow; The rule is based on the fact that a well-known drug immediately catches the eye of the buyer. A place with a sales leader is good to use for new products and a promoted drug.
6. The principle of "castle walls". 6. The principle of "castle walls". The principle of borrowing the popularity of “weak” goods from more “strong” ones is used by starting and ending with “strong” goods a row on the shelf; 7. The principle of striping. 7. The principle of striping. Goods with low prices alternate with more expensive ones, but the spread of prices should not be too large;
8. Mass display. 8. Mass display. Mainly for pharmacies of an open form of sale; Sales increase in proportion to the number of simultaneously visible front sides of the product. With a mass display, the visitor gets the feeling that this product is in high demand and is associated with a low price and availability of the product.
10. Replenishment of the showcase. 10. Replenishment of the showcase. Promotion of goods from the back row to the front for self-service pharmacies should take place according to the tried and true principle of "FIFO" - "First in, first out"; This avoids problems with expiration dates.
11. Backlight. 11. Backlight. The use of lighting allows you to highlight the product in the window or in a not very advantageous place trading floor; The backlight should attract the buyer, but not blind him. Care must be taken to ensure that the product is not damaged or damaged as a result of overheating.
12. Price tags. 12. Price tags. Price is an important criterion when making a purchase decision; The price must be clearly marked and clearly visible to the buyer. The price tag should not cover the packaging or the name of the drug. You can not use price tags designed in different styles.
Types of advertising Informative - informs about a new drug, explains the principle of the drug, etc. Persuading - forms a preference for a particular brand or drug, to help switch attention to another brand, etc. Reminder - reminds the buyer that he may need this product in the near future.
Functions of advertising in a pharmacy Localization. Localization. Informing. Informing. Orientation. Orientation. Zoning. Zoning. Motivation. Motivation. Exhibiting - attracting additional attention to the product by highlighting the place of its display. Exhibiting - attracting additional attention to the product by highlighting the place of its display. Branding is a reminder of the existence of a product. Branding is a reminder of the existence of a product.
Outdoor advertising Pavement graphics - stickers with a protective surface. Pavement graphics - stickers with a protective surface. A signboard, a light board - is located above the entrance to the pharmacy. A signboard, a light board - is located above the entrance to the pharmacy. Bracket - a structure attached to the end of the building. Bracket - a structure attached to the end of the building. Pavement signs are portable floor structures. Pavement signs are portable floor structures.
Indoor Advertising Posters are wall-mounted advertising media. Posters are wall advertisements. A flyer is a standard format page with text describing a particular product. A flyer is a standard format page with text describing a particular product. Stickers or stickers - attached next to the product itself, directly on the product or front door. Stickers or stickers - attached next to the product itself, directly on the product or the front door. Catalogs are directories containing a list of goods with photographs. Catalogs are directories containing a list of goods with photographs. Brochures - advertising material dominated by photographs and diagrams. Brochures - promotional material with a predominance of photographs and diagrams.
A booklet is a small promotional material made in color on good paper with drawings and photographs. A booklet is a small promotional material made in color on good paper with drawings and photographs. Shelftalkers - designed to highlight the trading range of products of the same brand - they are fixed at the end of the shelf. Shelftalkers - designed to highlight the trading range of products of the same brand - they are fixed at the end of the shelf. Shelf organizers - help to visually isolate a part of the shelf and organize the display in this part. Shelf organizers - help to visually isolate a part of the shelf and organize the display in this part. Mobiles are hanging models of a product, made in size exceeding the natural one. Placed under the ceiling or in a showcase. Mobiles are hanging models of a product, made in size exceeding the natural one. Placed under the ceiling or in a showcase.
Wobblers - advertising images on a movable leg, which are attached to the surface at one end, attracting attention due to vibration. Wobblers - advertising images on a movable leg, which are attached to the surface at one end, attracting attention due to vibration. Dummies are life-size copies of goods or their packaging. Dummies are life-size copies of goods or their packaging. Saucers for receiving money - located near the cash register. Saucers for receiving money - located near the cash register. Souvenir products - packages, calendars with advertising of a pharmacy or goods, wall calendars, pens. Souvenir products - packages, calendars with advertising of a pharmacy or goods, wall calendars, pens.
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Topic: "Occupational health in pharmacies" Lecturer Lamakina I.V.
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Plan: Working conditions of pharmacy workers and harmful factors of production in pharmacy organizations(pharmacy). The state of health and morbidity of pharmacy workers. Sanitary and hygienic requirements for the personnel of pharmacy organizations (pharmacies).
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The work of pharmacists and pharmacists in pharmacy organizations is one of the peculiar, complex and intense types labor activity. Pharmacy workers are exposed to adverse microclimatic conditions, factors external environment, low intensity of labor with great neuropsychic tension.
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The physical component of the labor activity of pharmacy workers does not go beyond the limits of moderate severity, however, eye strain, neuro-emotional stress due to the need to solve non-stereotypical tasks (preparation of medicines according to individual, non-standard prescriptions, great moral responsibility for the quality of manufactured medicines, contact with patients, etc. ) require great attention to this profession.
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The work of the main production groups personnel in the pharmacy is associated with a significant stress of individual organs. The most significant stress is experienced by the organ of vision, since pharmacy workers perform: a large amount of technological operations associated with the distinction between small objects of the color of medicinal raw materials and finished medicinal products turbidity of mixtures with the determination of the uniformity of mixtures, powders, reading recipes, inscriptions, etc. Therefore, there is a need to ensure the most favorable lighting in the production facilities of the pharmacy that meets hygienic standards.
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Examinations of pharmacy personnel have shown that when working in conditions of insufficient illumination, there is an overstrain of vision. There is irritability, weakening of attention, impaired coordination of movements, myopia develops; more often than others professional groups it threatens pharmacists-technologists, technologists-analysts, pharmacists. Myopia can occur as a result of the fact that with insufficient light intensity it is necessary to consider the object, bringing it very close to the eyes. Frequent changes in the position of the eyes from one level of brightness to another also causes severe eye fatigue. Such a phenomenon can occur in a pharmacist-technologist and a pharmacist when transferring eyes, when weighing on an analytical balance, examining small suspensions in solutions, counting divisions on pipettes.
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This can gradually lead to asthenopia, a rapidly occurring eye fatigue. This condition is characterized by symptoms such as eye pain, blurred vision, general fatigue and headache. In this regard, the pharmacy should create such conditions for natural and artificial lighting that would take into account the nature of the work performed and provide the opportunity to see small details without eye strain. The uniformity of illumination is of great importance.
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Pharmacy staff often performs work in a forced position of the body. So, in a forced standing position, it is possible: the development of flat feet, pain in the legs, cramps of the calf muscles, varicose veins, thrombophlebitis. It is necessary to alternate standing and sitting postures. Sitting work causes curvature of the spine, increased intra-abdominal pressure, congestion in the pelvis (female genital dysfunction, hemorrhoids). It is very important to change the working position, alternate types of work, use a swivel chair. In the assistant's office, in the process of work, overstrain of the small muscles of the hands and fingers occurs when performing monotonous and small movements (hanging, packing powders, measuring liquid from a burette or pipette), hence the development of such diseases as myositis, convulsions, coordinating neuroses.
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To prevent the impact of these factors, it is necessary to take measures aimed at: proper equipment of workplaces providing technological and organizational equipment with integrated and small-scale mechanization Workplaces should be so comfortable that they do not cause disturbances associated with incorrect body position and ensure high labor productivity . The design of tables and chairs should correspond to the characteristics of the body of workers and be comfortable during work (mobile, rotating structures, etc.) It is advisable to change activities and types of work. It is necessary to reduce and, if possible, completely eliminate the use of manual labor when packaging powders, capping vials, packaging solutions and other operations.
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For a group of administrative and economic workers, the leading unfavorable factors are neuropsychic stress and moral responsibility for all types of work in a pharmacy. They are characterized by the frequency of cardiovascular diseases, such as coronary heart disease, hypertonic disease, neurasthenia. The issue of the relationship between pharmacy employees and visitors, especially behavior in conflict situations. Pharmacy employees must master the skills, methods of positively influencing visitors - benevolence, empathy, suggestion, persuasion.
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Exposure to drugs and harmful chemical substances An unfavorable factor in the working environment in a pharmacy should include the direct impact of drugs in the process of their manufacture. In case of violation of the sanitary and hygienic regime technological process and non-compliance with the rules of personal hygiene, drugs in the form of dust or aerosols can enter the body of workers through the lungs, skin and mucous membranes through the air. The most unfavorable are those technological operations in which medicinal dust is released into the air, which is a biologically and physiologically active substance.
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Characterizing medicinal dust from this point of view, it should be noted that most of its types are highly dispersed aerosols. For 96-98% they consist of dust particles smaller than 5 microns in size. As a result, almost all drug aerosols are highly stable in air and can penetrate deeply into the lungs. Penetrating into the skin, mucous membranes, into the respiratory system, the aerosol can have a specific adverse effect: toxic, irritating, allergic, etc. For example, many broad-spectrum antibiotics have toxic, allergenic properties and cause dysbacteriosis. In pharmacy workers, the effect of medicinal dust can cause severe forms of the disease, since during the working day they can receive a dose that is much higher than the daily therapeutic dose during treatment.
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More high concentrations Medicinal dust is found in storerooms (material) during intra-pharmacy packaging of drugs, medicinal semi-finished products, medicinal herbs, in an assistant during the direct manufacture of drugs and especially complex medicinal mixtures. To prevent the adverse effects on the body of pharmacy workers of toxic substances, dust of medicines, it is necessary to carry out a number of preventive measures: Sanitary facilities play an important role in improving the working conditions of pharmacy workers: air conditioning systems, sufficient lighting, timely supply of cold and hot water, rational ventilation system , allowing timely removal of gaseous impurities and dust from the air of industrial premises, as well as not polluting the air of administrative and household rooms.
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Rational layout of premises. Their mutual arrangement should provide for the impossibility of the penetration of polluted air from one room to another. So. the aseptic unit should be located away from the washing, assistant, packaging; administrative and amenity premises should be isolated from production. It is necessary to use small-scale mechanization of such heavy and labor-intensive processes as packaging liquids from large containers to small ones, filtering, sifting, grinding, etc. This reduces the ingress of drug dust on the skin, mucous membranes and respiratory tract. It is mandatory to use funds personal protection respiratory organs, skin. It is necessary to follow the rules of personal hygiene and wash hands thoroughly after working with toxic substances. It is forbidden to eat at the workplace, especially in the assistant's and pantries.
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Noise impact. The noise regime in pharmacies is due to both external noise penetrating from the street and internal. The main source of external noise is urban transport. Indoor noise is generated mainly by the operation of ventilation systems, water supply and sewerage devices, electric vacuum pumps, motor installations and washing machines. This equipment generates at the level of 40-49 dB. When studying the efficiency of pharmacy workers, a sharp decrease in efficiency was found already at a noise intensity of 45 dB. errors in the manufacture of medicines. In order to combat noise in pharmacies, it is necessary to use the principle of isolation, namely, equip all units and devices with noise screens and place them in separate rooms.
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Impact of the microclimatic factor. If the sanitary regime is violated in pharmacies, unfavorable microclimatic conditions can be created. The impact of this harmful factor is experienced, first of all, by those working in the washing, distillation and sterilization and trading floors. In the washing room, high humidity and elevated air temperature are noted, which has a negative effect on the human body: there is a violation of the processes of thermoregulation and the transfer of heat by evaporation is difficult, which leads to overheating. In the sterilization-distillation and sterilization rooms, the increase in air temperature is due to the heating of various devices - drying cabinets, sterilizers, distillation devices, etc. To create optimal microclimatic conditions in these rooms, it is necessary to install an efficiently operating general exchange supply and exhaust ventilation.
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The trading floor and the basement belong to the premises with a cooling microclimate. In the trading floor, especially in the cold season, the air can be significantly cooled, which is associated with the constant movement of visitors and the opening of the outer door. In this regard, unfavorable conditions are created for the work of pharmacists-technologists, pharmacists and cashiers. To eliminate this factor in the pharmacy, it is necessary to have an insulated vestibule with an air thermal curtain. Low temperature and high humidity in the basement due to direct contact soil walls. Therefore, when constructing a building, to avoid dampness and moistening of the walls, the level of groundwater standing (at least 1.5 m) is taken into account. Basement premises of pharmacies should be equipped with supply and exhaust general ventilation.
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Sanitary and hygienic requirements for pharmacy personnel Employees of pharmacy organizations involved in the manufacture, control, packaging of medicines and processing of pharmacy glassware, as well as in contact with finished products, upon admission to work, they undergo a medical examination, and in the future preventive examination in accordance with current orders Ministry of Health of the Russian Federation. The results of the examinations are recorded in the sanitary book. Each employee must notify the management staff of any deviations in the state of health. Employees with infectious diseases, damage to the skin is not allowed to work. Identified patients are sent for treatment and sanitation. Admission to work is carried out only if there is a certificate from the health facility on recovery. Personnel are obliged to follow the rules of personal hygiene and industrial sanitation, wear technological clothing appropriate to the operations performed.
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Sanitary clothes and sanitary footwear are issued to pharmacy employees in accordance with applicable standards, taking into account the performed production operations. Sanitary clothing should be changed at least 2 times a week, towels for personal use - daily. Set special clothing for personnel working under aseptic conditions, must be sterile before starting work. It is advisable to provide distinctive signs in the sanitary clothing of personnel, for example, overalls or its parts of a different color than white, in order to more easily recognize violations of the order of movement of personnel in the aseptic area, between rooms or outside the aseptic unit, in other production areas.
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Particular attention should be paid to the selection and preparation production staff for work in aseptic conditions. The staff of the aseptic unit must have, in addition to special knowledge and experience practical work, knowledge of the basics of hygiene and microbiology, in order to consciously carry out sanitary requirements and rules, must be prepared for possible inconveniences in work associated with the systematic processing of hands and a strictly defined sequence of dressing, the use of rubber gloves on hands.
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For production personnel, on the basis of existing documents, the following should be developed and strengthened in the right places: personal hygiene rules for entering and exiting the premises; cleaning regulations; rules for transporting products and materials in accordance with the course of the technological process, etc. Personal hygiene rules and measures, including application requirements sanitary clothing, should apply to all included in industrial premises. In pharmacy organizations, the necessary composition of sanitary facilities for staff should be provided: dressing rooms with individual wardrobes, a wardrobe for outerwear and shoes, showers and bathrooms, rooms for eating and relaxing.
Shulga Yaroslav
Business coach, consultant - heading columnist
Whole presentation medicinal product, dietary supplements or products medical purpose in most situations, it is limited to literally 2-3 replicas. Situations where it is possible to present in detail and without haste any medicinal product, to answer all the questions and objections of the client, as well as smoothly bring the latter to the purchase, are rather typical for the work of a sales floor consultant, but not for the front desk employee.
Another feature arising from time constraints is, in essence, the absence of subsequent high-quality and result-oriented work with objections and doubts of the client, after the presentation of any product from the pharmacy assortment. Identify all the true objections and doubts of the client, differentiate them from false ones, fully oppose clear and technical arguments, make sure that they are effective, and then move on to the next stage of the sales process ... So, time, due to the specifics of the work of the first desk employee “fighting objections” and doing all of the above, most likely will not happen.
Moreover, doubts and objections, as a rule, stem from the presentation of the product, or rather from those aspects of it that seemed doubtful to the client or remained incomprehensible. That is, the lack of time for a quality presentation inevitably leads to doubts and objections, for a full-fledged struggle with which there is no time. The circle is closed.
So, what can you advise the employee of the first table, taking into account the specifics of the work of pharmacy retail? Given the short, but still queue? Taking into account the limited time for the presentation of the medicinal product and for subsequent work with possible objections and doubts of the client?
1. It is necessary to ask the buyer clarifying questions that clarify the features of the state of the body or disease. And in this case Oddly enough, clarifying questions are not a waste of time, but an essential aspect of the presentation, which begins at the pharmacy before the trade name of the drug is spoken. Clarifying questions addressed to the buyer allow you to choose the drug that is really necessary for the latter. At the same time, in the eyes of the client, clarifying questions strengthen the authority and professionalism of the first table employee, who strives not to “sell” anything, but to choose what is necessary, taking into account individuality. Clarifying questions for other equal conditions guaranteed to increase the effectiveness of the presentation. Clarifying questions are asked to the buyer, as a rule, when requesting a drug “by syndrome, symptom or nosology”: for example, when requesting a cough medicine, it is necessary to clarify what kind of cough bothers (dry or wet), and also who exactly the drug is purchased for - an adult or a child, etc.
2. It is advisable to "keep pauses." The most important element of an effective presentation and subsequent purchase is the pause before the answer. Short, literally second pauses do not take time at all, but are guaranteed to increase the effectiveness of the subsequent presentation of the drug. For example, when a buyer asks from the series “What can you advise for a cold?” - a short and correctly implemented (!) pause before the answer will form the reputation of a thinking employee, which, of course, not only makes the subsequent proposal more effective, but also serves as a prevention of possible objections.
3. When pronouncing aloud the trade name of the medicinal product, it is necessary to add an adjective that characterizes this particular brand. The “adjective” forms value in the eyes of the client, does not take time at all and should be pronounced at the level of automatism. The value that can outweigh any, even the highest cost, is formed by such “adjectives” as: effective, safe, modern, innovative, time-tested, etc. Often such an “adjective” is the origin of the drug - in general, in Russia they believe and love the products of manufacturers from Europe and the USA. For example, it is advisable not just to say "I recommend you drug" A ", but" I recommend you such an effective drug as "A". On a representative sample, a presentation with an “adjective” is much more effective and less prone to objections.
4. In conditions of severe time constraints, it is advisable to deal with objections with one or two phrases and more effectively if such phrases are of value. To any question-objection, for example, at the price - “why is it so expensive?” it is expedient to answer with the value characteristic of the drug, but in no way financial condition in the country. That is, with an objection to the price - “why is it so expensive?” - do not say that everything is becoming more expensive - electricity, gasoline, etc. It is much more effective to say out loud some value of the product, for example, “this is a very effective and most modern Swiss-made drug.”
5. Both in the presentation of the drug and in the subsequent work with objections, the technique of “selling the benefit” is quite effective. For example, it is advisable to offer a drug not just “I recommend you drug “A”, but in the form of “I recommend you drug “A”, which relieves thrush after taking one (meaning stress!) Capsule”.
6. In conditions of limited time, if it was not possible to resist the objections and doubts of the buyer using the above methods, it is important to permanently get rid of such a common habit as voicing closed questions! Never say "Will you buy or not?" - it is more effective in every sense to ask a real question in the form of the wording “will you buy this drug or will you choose another one for you?”
Successful sales!
To begin with, let's make it clear: a product presentation in a pharmacy is not a sale! Product presentation is only a fifth part of a competent sale. If you use the presentation as a sale, then from the outside it looks like an imposition, the client feels this and refuses your services. And losing a client to a pharmacy is now oh, how unprofitable!
About how to spend successful sale, we have already said . How to make a successful product presentation?
Rules for a successful product presentation in a pharmacy
- Any pharmacist should know that a successful product presentation always comes after the stage of identifying customer needs.
- A successful drug presentation is always based on the formula: “characteristic-advantage-benefit”.
- Always offer the client a choice of 2-3 similar drugs of different price categories. So your presentation will end in a sale 100% of the time, that is, it will be successful.
- Always speak out the customer's benefit from the purchase, this is easy to do if you know his need.
- With a successful presentation, you ALWAYS need to show the client the product you are talking about.
Formula "characteristic-advantage-benefit"
This is a magic formula, which is the easiest way to build an effective and, most importantly, convincing presentation of any drug in a pharmacy.
How it works?
- Any pharmacy product has its own constant characteristics (or properties) - they are written on the packaging of the product and in the instructions:
- number of tablets per pack
- release form
- producing country
- active substance, etc.
- The advantages of the drug are no longer an empty phrase for the buyer, they emphasize the need and importance of purchasing this product, but do not yet convince the client to make a purchase.
- But the customer's benefit from the purchase, which smoothly follows from the advantage, will be convincing. Here the client has nothing to cover, he is convinced that he simply needs this drug. The benefit to the customer in the pharmacy is to repeat what he said about the problem he came in with.
Understanding in practice
Take, for example, well-known powders for relieving cold symptoms and a client request: “Give me something to feel better, otherwise I’m completely sick and I can’t work”.
Performed by students of group 394: Mikhaleva I.E. Petrukhina V.A.
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Merchandising is a set of activities aimed at increasing retail sales. It is based on knowledge and consideration of human physiology and the psychology of his behavior in the process of making a purchase.
Slide 3: Merchandising elements:
concept of the place appearance of the pharmacy organizational design equipment and equipment of workplaces placement of goods
Slide 4: Merchandising activities include:
Slide 5: Three main conditions of merchandising:
The available assortment must meet the needs of the buyer; - everything should be clear to the buyer with minimal explanations from the seller; - the environment, service, advertising and atmosphere in general should inspire the buyer with confidence and a sense of comfort.
Slide 6: Pharmacy atmosphere
Of course, the pharmacy begins with a sign. And also from the street showcase and the facade as a whole. original solution appearance pharmacy will arouse the interest of the passer-by and turn him into a curious visitor. Suffice it to cite this fact: according to polls, the majority of visitors to the pharmacy chain "36.6" visited the pharmacy of this chain for the first time, attracted by its design and unusual name.
Slide 7: Pharmacy atmosphere
An important factor is rational use pharmacy area. Buyers should not bump into each other. Another component that forms the atmosphere of a pharmacy is lighting. It should be optimal so that the buyer does not have to strain his eyes or squint from too bright light. It is desirable that the light has a warm tone or be neutral white.
Slide 8: Pharmacy atmosphere
Homogeneous fields are fields that give the impression of being empty, such as large expanses of bare walls. Aggressive fields are spaces in which a large number of elements of the same type are located, for example, bars on several windows. To get rid of the impact of aggressive and homogeneous fields, you can use various design elements: additional funds advertising, landscaping, paintings on the walls
Slide 9: Pharmacy atmosphere
The atmosphere of the trading floor is also formed by its temperature. The most comfortable temperature for consumers is 16-18 degrees!
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Slide 10: Pharmacy layout: where will the buyer go?
In a modern pharmacy, two main types of planning are adopted: a counter-type pharmacy and a pharma market (self-service pharmacy).
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Slide 11: When planning departments, it is necessary to take into account some patterns of customer behavior:
Approximately 95 percent of visitors stop after walking a third of the pharmacy space. As a rule, the buyer wants to find what he needs without traveling long distances and without returning to the same place several times. Most buyers are right-handed; they prefer to go straight ahead and tend to look and take goods on the right. Bypassing the hall, most buyers turn left - counterclockwise.
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Slide 12: Strengths and weaknesses:
Strong points: - shelves on the right side in the direction of buyers' movement; - places with good frontal visibility; - space near the cash register; - End departments. Weak points: - Shelves on the left side in the direction of customers' movement; - corners of the trading floor; - places near the entrance to the pharmacy.
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Slide 13: Product display: everything is in full view
The main attention of the buyer is drawn to the central group of goods on the shelf. If you want to draw attention to a product, put it in the center of the shelf. Priority products are displayed at eye level or slightly higher. It is desirable that the product be available at arm's length. Small packages should be at the top (this makes it easier to see the packaging), and large ones should be at the bottom.
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Slide 14: Ways of laying out:
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Slide 15: Ways of laying out:
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Slide 16: Be legible!
non-professionals should not use oblique inscriptions; it is not recommended to use hard-to-read fonts (gothic, with curlicues, etc.), especially on price tags; a white inscription on a black background looks larger and optically approaches the visitor, but one should not go too far: the abundance of black depresses the psyche; in one ad - no more than two different fonts; the color of the font should stand out against the background of the inscription on white, they are perceived as an ordinary document, they attract less attention than a colored background; small print is annoying. Write legibly!
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Slide 17: Goods magnets
The route that customers take around the pharmacy can and should be adjusted to ensure that all areas of the hall are visited with a high frequency. This is achieved by means of so-called bait products or magnet products. By posting popular item at the end of the hall and at the same time indicating its location by means of "silent help" and other merchandising tools, you will "force" the buyer to go through the entire pharmacy to the coveted product. Along the way, he will get acquainted with products that he had simply not seen before.
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Slide 18: Signs and indicators!
The so-called "silent help tools" help to regulate the flow of the customer flow, indicating the location of product groups and settlement nodes. Pointers are made in the form of inscriptions or symbols. Symbols, like inscriptions, should be easily recognizable.
information display informs the buyer about the goods available for sale. The product is accompanied by brochures and posters; layout-consultation introduces the quality and methods of application. The emphasis is on the possibilities of using the product. display-reminder reminds about related products, creates an image of the product. Pictures and advertising calls prevail here.
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Slide 20: Rule of thumb
Priority in the layout should be given to: - the most expensive and profitable goods; - actively advertised goods; - goods of impulse (unpredictable) demand.
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Slide 21: Conclusion
Pharmaceutical activity can be represented as a multicomponent system that includes several areas: commercial activity, promotion technologies, marketing tools, ethical standards, and tends to develop in all these areas of activity. Despite this, there are many factors that affect pharmacy retail in general. As a result, the use of merchandising technology in pharmacy retail, and especially the use of advertising tools, is being widely developed.