Retailing is not just about buying
November 8, 2010
Let’s face it, most pharmacists
didn’t do their pharmacy degree
with the aim of becoming a
retailer, but for many pharmacists
being a good retailer is imperative.
There are plenty of buying
groups around to help you buy into
store better and hopefully manage
your inventory more efficiently.
But you also need to be able to
present your offer (merchandise)
and promote it (marketing) using
effective selling (customer
service).
If you don’t have all of these
elements right you won’t be the
pharmacist and retailer you need
to be.
Why would you want to focus on
merchandising?
Because stock doesn’t sell itself,
it needs to be presented in a
manner that encourages self
selection, complementary sales
and creates a pleasant shopping
experience that the customer
wants to repeat again and again.
Marketing is an essential part of
the equation as well.
How much do you know about
your customers?
If you don’t know their spending
habits, likes and dislikes and most
importantly, your most valuable
customers, you are really only
guessing at what marketing is
effective.
Customer service is the glue that
binds all the elements of retail
together.
The knowledge, willingness and
ability to help customers can have
a dramatic
effect on sales.
The cost of
untrained and
unfocussed
staff should
not be
underestimated.
The above article was sent to subscribers in Pharmacy Daily's issue from 08 Nov 10To see the full newsletter, see the embedded issue below or CLICK HERE to download Pharmacy Daily from 08 Nov 10
