Does your pharmacy follow the principles of Visual Merchandising?

Although most people associate Visual Merchandising with the retail sector, this marketing tool has been widely used by pharmacy managers to differentiate their corporate image. It also helps optimize space and workflows. Facilitates the purchasing and circulation processes for users. Promotes brand loyalty and increases the number of sales of parapharmacy products.

The truth is that – when applied strategically – Visual Merchandising candrastically increase salesand improve the satisfaction levels of its users. Find out how, in this article!

Visual Merchandising: what is it about?

In general, the term Visual Merchandising refers to the use and consequent manipulation of different product displays, in order to involve users and increase the number of sales. In Visual Merchandising, products are always displayed in a strategic and planned way, in order to attract the attention of new users, always highlighting the benefits of the product and the advantages associated with the purchase.

Visual Merchandising: to increase pharmacy sales

In addition to meeting the highest standards ofsafety and prevention, pharmacies have been investing in Visual Merchandising to face the challenging times we live in today. Having a strong Visual Merchandising strategy is an important and absolutely fundamental aspect for increasing the number of sales. In addition to having the right products available, the pharmacy must seek to respond to needs that users are unaware of. That is, more than just displaying, Visual Merchandising shoulddraw the attention of your usersfor what they don't yet know they need. As? Through the application of simple but effective Visual Merchandising techniques. Now see:

Needs recognition

In the world of pharmacies – for it to be truly effective – Visual Merchandising must be thought of in parallel with the needs of users. It is essential to identify the main objectives of the pharmacy, highlight resources and organize the arrangement of products in order to facilitate the movement of users within the doors.

Identify which products are in greatest demand and recognize so-called “impulse purchases”. Then adapt the product layout according to the results. Therefore, the most sought-after products must be easily recognizable and easily accessible, while those that are purchased on impulse must be positioned close to your pharmacy's service counters.

Installation of Digital Kiosks

In the pharmaceutical industry,scan is the watchword! Therefore, the monitorstouchThese are attractive and functional design options that enable timely and streamlined check-in. In addition to providing pharmacy users with pertinent information about waiting times or available products, they offer users the possibility of purchasing and paying for parapharmacy products, without wasting time or waiting in line.

The strategic installation of these devices in the layout of your pharmacy is an attractive and extremely functional way of applying the principles of Visual Merchandising to optimize your commercial space. With large screens, you can highlight seasonal products through animations and draw users' attention to new possibilities and new products.

Regular Showcase Update

Always having new products available to users is something that sets any pharmacy apart, but this needs to be communicated to them through Visual Merchandising. To knowhow to decorate your pharmacy windowcan make all the difference. Present the latest news and update the exhibition regularly. Set a prominent place in the showcase and give importance to the product you most recently purchased. Inform your users of the advantages and make them aware of the benefits. Take the opportunity to place it on gondolas located near the pharmacy entrance and don't forget to post signs that draw users' attention to the new product.

Selection of products suitable for the season

Make sure the products highlighted are appropriate for the season. In Visual Merchandising, it is essential to identify users’ needs. As such, you must make the most of what the season requires. Cold or sunny, your pharmacy must be visually interesting for passersby, with a product layout that must respond to a complex and diverse set of requirements.

Create your visual merchandising planogram

Visual Merchandising Planograms are written and detailed plans of all products displayed on pharmacy shelves or on store shelves. They are usually used to guide staff on the exact location of each product and for the strategic planning of its exhibition. There is specialized software to develop this type of documents, where it is possible to have a realistic view of what the result will look like in the physical space. They are typically used more by large pharmaceutical chains, which require more frequent and standardized product display dynamics. In smaller, single-store pharmacies, this process is not yet widely used.

The objective of a merchandising planogram is to create a visually attractive display that allows the user (in the case of pharmacies) to find, compare and choose the products they are looking for, in a simple and efficient way.

To create a productive Visual Merchandising planogram it is necessary to know how to take advantage of the knowledge that the pharmacist has about the behavior and expectations of his users. With this insight in action, it becomes simpler to group items from the same category or place the most sought-after products in strategically defined locations, in order to increase sales.

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