Merchandise displays are the lifeblood of any independent pharmacy. Other advertising methods may certainly be more far-reaching, but the right merchandise display, done properly, can make the difference between high visibility and equally high sales for a particular product, or invisibility and poor sales.
How do independent pharmacies make use of merchandise displays so that customers will be attracted to and buy products?
Showcase seasonal and high-volume products
Small items like adhesive bandages, cotton balls, cotton swabs, and bottles of rubbing alcohol or peroxide are probably top sellers for you, as are year-round over-the-counter medications like those for indigestion and heartburn, pain relievers like ibuprofen and aspirin, and allergy medications. It's wise to have these placed strategically in prominent, easy to see displays throughout the store so that customers can simply come in, see the displays instantly, and pick up what they need without having to search through the entire store try to figure out which department they need to go to.
Similarly, seasonal items, like those necessary during cold and flu season, should be placed prominently in their own displays throughout the store as needed. It makes things easier for your customers, because they don't have to wander around trying to find what they need or ask for help (this can also cement the customer loyalty you so depend on as an independent pharmacist). Equally important, sick customers can simply come in, get what they need, and leave quickly and easily, again cementing customer loyalty (and minimizing the spread of germs) – all with the help of simple merchandise displays.
Facilitate "impulse buys" at the checkout
Although displays near the checkout lanes should not impede customers' ability to access the lanes, they can be a great way to provide impetus for impulse buys or forgotten but needed purchases. Stock merchandise displays both near and in the actual checkout lanes (using retail shelving) with last-minute items like hand sanitizer, small bottles of shampoo, conditioner, pain relievers, antihistamines, cold and flu medication, magazines, candy, gum, batteries, and other small, high volume items. You'll keep customers satisfied – and increase sales, too.
Use displays judiciously throughout the retail space
Even if your retail space is small, don't feel tempted to cram it with an endless array of retail displays in an attempt to increase sales. Customers are likely to feel overwhelmed, confused, and frustrated, and may have difficulty finding what they need – the opposite of the effect you want. Instead, make strategic use of different types of retail displays throughout the store, and avoid placing displays too closely together. Position freestanding or tabletop displays near the front of the store where customers will see them right when they walk in (useful for seasonal or sale items, or for new products you want to showcase), and use endcaps on the appropriate departmental aisles to display sale products in bulk. (Further facilitate sales by marking those products with bright signage in their standard retail shelving locations, too.)
Showcase "destination" purchases
Why do customers come to see you, an independent pharmacist? One of the reasons is that they know you'll always have certain things in stock. Adhesive bandages, over-the-counter medications, hydrogen peroxide, vitamins, and cotton swabs are just some examples. They come to you to get their prescriptions filled and to seek expert advice or help for other needs as well, of course, but your retail displays can also showcase "destination" purchases prominently so that customers can see and remember to buy them.
