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VISIBLE, VIVID AND INVITING By Peter Howard. Unmissable moments In a retail pharmacy, the moment when everything comes together at once matters more than we might think. It’s the moment when the customer, the product, their money and a member of your team converge at point of sale (POS), and it often doesn’t get the attention it deserves. Rather than it being treated as just another transaction, we need to recognise it as the moment of opportunity we should never ignore. Before a customer even enters a store, a significant amount of money and effort is expended on various communication tools, including social media, sponsorship of local teams, local posters, media advertising, and signage, all designed to draw customers in. Once they’re inside, the marketing focuses on influencing customers’ buying behaviour with methods such as sales promotions, sophisticated displays and animated shelf talkers deployed throughout the aisles, supported by sales assistants ready to offer advice and answer questions. So why, when a customer leaves those aisles and heads to the POS counter with product in hand and money to spend, do those determined attempts to influence them instantly cease? Do we think that approaching the payment area means they’ve made their final decision? Are we perhaps assuming they’ve found everything they want? Is it that we want to maintain a fast and efficient payment process, or perhaps a desire to keep the area around the payment point free and uncluttered? Whatever the reasons, if a store fails to maintain the same strong marketing leading to and beyond the POS counter, it’s likely to be missing out on OTC revenue as many pharmacy customers leave with only their script, despite there being other OTC products they’ve wanted to buy. Whether this is because they’re too embarrassed to discuss their condition, or they’re unsure which treatment is most appropriate, the moment of opportunity comes when they’re away from other customers and face to face with an assistant at the POS counter. It’s then up to the pharmacy staff to ask the right questions and be ready to guide the customer back into the aisles where they can assist them in their selection. For other customers, POS is the place to encourage membership of the loyalty program or mention the special deals and bundles that are advertised in full view at the POS counter. It’s about time In the next few months, Covid vaccinations mean participating pharmacies will see changes in both patient mix and shopper behaviour. During the phase two vaccination rollout, a significant percentage of patients will be visiting a pharmacy only for the vaccination, having neither a script nor plans for OTC shopping. To comply with the compulsory 15-minute post- TO PAGE 42 Proudly Australian owned 0430 241 521 BUSINESS THROUGH INNOVATION POINT OF SALE 41 SPECIALISING IN PHARMACY & HEALTH Power House Pharmacy Brands is a Boutique Pharmacy & Health Sales Agency overseeing a Portfolio of Multi Award-Winning National and Global Brands. DISTRIBUTION • MEDIA & MARKETING SALES • CONSULTING VISIT US AT THE APP PHARMACY CONFERENCE 2021 (STAND 223-226) FOR EXCLUSIVE DEALS AND MORE To learn more about our brands and the services we provide, please visit our website: www.powerhousepharmacybrands.com.au RETAIL PHARMACY • MAY 2021