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designated areas for vaccination monitoring, a major opportunity exists to present compelling displays where those shoppers will be assembled. “In most cases, brands will make the investment in these displays, so there’s minimal, if any, cost to pharmacy owners.” Thinking ahead When planning a POS strategy, Mr Mansfield says one of the first things Genesis Retail Displays will do is gain an understanding of the typical customer flow through the pharmacy in which the planned POS will be implemented. This enables the development of a strategy that can achieve the store’s key POS goals, including: • Catching a shopper’s attention. This may seem obvious, but in pharmacy environments shoppers are often focused on their script being ready or navigating the various aisles, so their attention does need to be earned. • Complimenting product packaging. Most products sold in pharmacy are tablets, creams, perfumes or vitamins, all of which typically come in small packaging. Even when the product is well regarded, the physical space available to communicate all its features and benefits can be limiting. POS displays can help solve this issue, creating additional space dedicated to educating shoppers about the unique value the product offers. • Optimising strategic placement of products. Point of purchase displays are often free-standing or can fit onto the ends of shelves, giving you flexibility on product placement. With your patients soon to be waiting in designated areas of the pharmacy for at least 15 minutes, there are opportunities to disperse key products where they’ll be constantly seen, particularly if the displays are interactive and engaging. POS displays can also go into high traffic areas and be placed alongside complementary products to increase cross-sell. • Encouraging impulse purchases. It’s much easier to encourage customers to buy products when they’re already in your store with the purpose of buying something – and shoppers already making a purchase are far more likely to add to it. A high proportion of purchases are unplanned, especially in the pharmacy, grocery and beverage sectors, which is why there are always multiple items placed in different in-store locations and why effective point of sale deployment is so important in a community pharmacy. “A point of sale design brief might start with the idea of a cardboard product display stand, but once we explore where and how the product is sold, we can better understand the typical customer journey,” Mr Mansfield said. “This enables us to develop additional POS display ideas that help win more of the desired exposure across different parts of a store. “Maximising how many times a shopper can see a brand or a product in your store is something every retail store BUSINESS THROUGH INNOVATION POINT OF SALE 43 manager should master if they want to grow sales and make any POS investment pay off. Once customers are in your pharmacy, you want them to see, interact with, and ultimately buy the products being promoted. “As some community pharmacies are quite small, we often get clever with the placement of POS materials. Common display formats include window displays, security tower covers, free-standing floor displays, permanent wall bay displays, counter displays, shelf displays, signage and, increasingly, interactive displays. “We have standard ranges of POS displays, such as dump-bins, shelved floor displays and counter displays available, as well as custom designs to suit the unique requirements of each product type and brand.” Don’t miss your moment With community pharmacies expecting a substantial increase in customers, many of whom will be in-store for a substantial amount of time, the opportunity to influence shopper decisions has rarely been better. In the moments when your customers, their money, and your products come together at the register, will you see moments of success, or missed opportunities? With an increased average basket size and growth in customer loyalty – both key metrics that can be influenced through POS strategies – preparing and executing an effective POS strategy may well be the way to seize the moment. API, SIGMA, SYMBION AC11288-0421 Relieves Digestive Discomfort associated with Lactose Intolerance. Lacteeze lactase enzymes are available from Always read the label. www.lacteeze.com.au Follow the directions for use. 1300 66 22 50 RETAIL PHARMACY • MAY 2021