Creating adjacencies in your pharmacy can boost your sales effortlessly by providing visual cues that encourage customer purchases. You can create adjacencies in three ways:
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When you lay out your floor plan so that complementary or related departments are next to each other
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When you put highly profitable impulse buys like candy next to lower-profit necessities like over-the-counter medications, and
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When you put items that are sold together next to each other, like "cold and flu season" displays of medications and facial tissue.
You can do any of these things in your store to boost sales. However, if you create these adjacencies without making them visually "match" in some way, you will miss the opportunity to help your customers see the connections. You can alleviate confusion for your customers – and make sales even easier – by making the adjacencies in your pharmacy "match" by using the right pharmacy shelving and fixtures.
How you can match up adjacencies in your pharmacy with the right pharmacy shelving and fixtures
- By matching shelving colors for adjacent complementary displays
If you create two adjacent displays of complementary products that go together (children's over-the-counter flu medications with soft cuddly toys like teddy bears, for example), match the colors and styling of the two adjacent displays. when the retail shelving and fixtures you use are the same color and style, they will subtly draw customers' attention to the fact that these products go together – and they'll be more likely to buy them together, too.
- By using pharmacy shelving and fixtures that are the same color and/or made of the same materials in adjacent departments
Let's say you have put your beauty and nutrition/diet support departments next to each other so that customers can see that they clearly complement each other. That's great, but customers may not see the connection between the two departments easily unless you make it obvious. As with adjacent displays, use similar retail shelving and fixtures in each department, with matched colors and materials.
- By placing complementary products together in the same display
Soda and chips. Sunglasses, eye makeup and over-the-counter eye drops for sensitive eyes. You can do this with any number of product groups that go together, as an alternative to placing these products in side-by-side displays.
Placing complementary products together in the same display makes sense to customers, and it is also a great way to save floor space if yours is limited. You are also making it easier for customers to buy these products together, in that they won't have to go collect each product from a different place. And that ease of accessibility boosts profits for you.
- By placing duplicate displays of complementary products in requisite departments
When you create displays that are identical to each other in each product's requisite department, you boost sales naturally. That's because customers who haven't thought of using the two products together now will. In addition, the "separate but equal" displays used in each product's department gives customers twice the number of chances to buy these products; this is especially helpful to hurried customers who may miss out if there's just one display.
When you want to visually connect the adjacencies in your pharmacy, try using pharmacy shelving that is similar in color, style, and material for each. When you display complementary merchandise that should be bought together this way, you automatically boost sales, since customers can see connections between complementary products when they otherwise might not have. Improve your own bottom line – and help customers shop – by utilizing the proper "matching" pharmacy shelving and fixtures for the job.
