Developing a loyal customer base is the key to not just surviving, but thriving as an independent pharmacy amid a sea of big corporate competition. The key to building that solid customer base is making people feel good about using your pharmacy – better than they would feel about saving a few cents here and there shopping in those big box stores. So what can you do to create that sort of customer experience?

Think About Your Retail Space in Terms of Atmosphere & Character

The big box stores and corporate chains have the generic, utilitarian look covered – it's practically their trademark. Today's consumer has become so used to that look that they are pleasantly surprised to walk into a retail space that is different – that has a bit of character, personality and atmosphere – one that is designed to please the eye and be warm, comfortable, and inviting.

So if your store is a smaller version of the typical big box store – all stark white metal gondola shelving and straight lines, topped off by those utilitarian fluorescent lighting fixtures – softening your look with custom retail and pharmacy shelving, interesting lighting accents and a bit of warm, personable décor can go a long way towards making people feel good about using your pharmacy.

Be a People Centered Business

Consumers who stop into your pharmacy for the first time are often looking for different things than they can get in a big chain store. They are looking for personalized service, the type that makes them feel valued, rather than feeling like another warm body in line waiting to pick up a prescription.

So spend a little time getting to know your customers well enough to greet them by name when they come into your store. Learn about their health conditions, ask about their needs and concerns, and find out about the type of products and services they're interested in. Showing an interest in who people are as individuals and building trusting, friendly working relationships with them is integral to making them feel good about using your pharmacy.

Streamline Your Operation for Fast, Efficient Service

As good as a warm atmosphere and personalized service make people feel, they still aren't happy if they have to stand in line too long. That means that providing fast, efficient service is as important as making that service friendly and personalized. So how do you find the time to do both in a busy pharmacy? By making sure that the main work of your pharmacy – the dispensing process – is as smooth and efficient as possible.

The longer it takes to turn out those prescriptions, the more time your customers spend waiting and the less time you and your staff have to provide the quality of service they're looking for. So do whatever it takes to maximize the efficiency of your workflow, whether that is investing in updated technology, better workstations, or new pharmacy shelving for better workplace organization.

This gives you three important areas to look at if your goal is to make people feel good about using your pharmacy. Not sure where to start? You're not alone. Atmosphere and décor certainly aren't top areas of expertise for the average pharmacist, nor is custom pharmacy shelving or workplace efficiency, so if you're a bit queasy about diving in, get a consultant in to give you a hand – the investment is sure to pay off in terms of happy, loyal customers.