Pharmacy Marketing: Better Than Good Selling

Appropriate display can promote the desire of consumers to purchase, and increase sales. Therefore, the retail industry, including supermarkets, pharmacies, etc., has long been learning to display technology, expecting to improve store traffic and sales through display optimization.

The so-called display is to display the product in an attractive manner in a suitable store location to meet customer needs and enhance corporate brand image. Display is not a price, but display can affect the mentality of consumers. Appropriate display can give consumers hints, prompt consumers to identify goods, and can immediately generate purchases. Appropriate display can also provide an excellent shopping environment. A good display can create a kind of visual impact. It is like a window display in a shopping mall. It can always attract the attention of the target consumer, stop it, and realize "curiosity - stop - dialogue with the product - purchase".

Target decision method

Of course, the display is not a panacea. Before the pharmacy is carrying out the display, what is the objective of the display? Different goals, display methods should also be different, the pharmacy display mainly has four goals.

1, attract customers, increase passenger flow. First of all, pharmacies need to understand what consumers need right now. Display should correspond with the needs of consumers, and it will arouse the resonance of consumers and maximize the effect of display. For example, at the end of 2011, after the media reported that the people had understood the harm of PM2.5 to their health. If the pharmacy display can echo with the current public concerns, highlighting the display of goods corresponding to PM2.5, the display effect will be able to show. If the display has nothing to do with the current hotspots in the society, or even if it has nothing to do with the season or health, the display effect will be greatly reduced.

2. Improve sales. Raising sales is, of course, the preferred goal for display. How can we improve display of sales? A good display first provides the visibility of in-store merchandise and tells passing customers: “The goods in the store are in demand.” It attracts customers into the store to purchase or enhance consumer memory. Some drugstores display equipment such as wheelchairs, walking sticks, and foot tubs in the innermost of the shops. This violates the principle of display. Larger items often have higher sales and higher profits. They should be displayed on Close to the window.

The display should be as close as possible to the outside or displayed next to the window, and it is more convenient to pick it up and try it out. Displayed on the inside, consumers can't see it. Even if they see it, it is not convenient to pick it up. Some consumers retreat and they may abandon the purchase plan.

Many customers do not have a purchase plan when they enter the store. A good display can attract and prompt customers and cause customers to purchase. Eye-catching display can increase the probability of purchase by unplanned consumers. Therefore, it is often said: "A good display can reach two outstanding salespersons."

3, pass on health information. General pharmacies have at least 10,000 items, many thousands, and even tens of thousands of items. So many goods contain a lot of health information. They need pharmacies to spread in stages and in different ways, especially microminerals and vitamins. Class and health products.

Health-care products need creative display, or knowledge display, or functional display, and guide consumers to accept the concept of “prevention of disease” in subtle fashion.

4, to enhance the brand image. Excellent display can bring pleasant shopping experience to customers, and use shelves to become a tool for communicating goods with customers and enhance the sense of identity of consumers.

Skills Matching Tools

Exhibition is a technical job, there are 5 commonly used skills:

1. The larger the display area is, the stronger the visual impact is, and the effect of vertical and horizontal display is different. According to the pharmacy's actual condition, it is continuously debugged to find the best solution.

The fullness of the display determines the aesthetics of the shelf, full shelves, and sufficient goods will have some psychological implications for consumers.

2. The effect of creative display is better than that of conventional display. It is like an apple cut from different angles. It will be different patterns.

3. The display position in the middle of the shelf is better than both ends. In general, the display of core products is centered on the shelves. The Chinese people advocating "the doctrine of the mean," and the left and right ends are unpopular. Therefore, the "middle" is the area frequented by consumers, and the "middle" goods are often better-selling goods.

4, do not give up the store's light boxes, columns and off-store brand display opportunities, these large-scale advertising display should echo the goods on display shelves.

5, the subject should be clear, the consumer needs should be classified according to season, holiday display, to meet the different needs of different consumers.

The display techniques also need tools to match, and the tools are selected. The display effect will also be doubled. The display aids are mainly POPs, balloons, shopping bags, shopping baskets, showcases, light boxes, columns, etc. POPs mainly include posters, leaflets, Taiwanese cards, jumping cards, ground stickers, and hanging flags.

For example, posters should fully demonstrate the functions and characteristics of goods, and pharmacies want to express their desires to consumers. Taiwan cards and jumping cards should be able to effectively extract and segment the core functions of goods, carry out targeted publicity for consumers, and effectively guide target consumption.

The quality of the display depends on the execution, the shelf is dead, but the display position is alive. The shelves of chain pharmacies should be produced as an exhibition plan, use the product display as an assessment tool for the store, or carry out exhibition creative competitions, promote the optimization of display techniques, and introduce new products. (Author: Chao before the flight)