Pharmacy Daily | Who shops in pharmacies?

AUSTRALIAN pharmacies play three distinct roles for consumers, the first of which includes “core” functions such as script advice and filling; the second being a place to pick up skincare, oral care and first aids; and the third, as a repository for washing powder and men’s grooming items. The findings come from a TorchMedia survey of 1,041 Aussie shoppers to determine who is shopping in pharmacies and what drives them in the door. “Understanding where your store sits and what it offers from a shopper viewpoint can enable you to meet the needs of your clientele in a more targeted way, optimising your opportunities for growth,” said Kirsty Dollisson, GM Marketing and Commercial for TorchMedia. According to the survey results consumers also group pharmacies into five categories: Local Chemist, Chain Franchise Outlet, Budget Chemist, Medical Centre and Priceline (as a stand-alone). TorchMedia defines ‘Local Chemist’ as what is traditionally associated with pharmacy, where the relationship with the pharmacist is paramount and the primary shopper trip-type is script fill; Chain Franchise Outlets differ not only by size and presentation, but by role, with front of store being as much a driver as script fill, whilst consumer trip-types to these pharmacies tend to have a much larger emphasis on retail buying. The ‘Budget Chemist’, according to TorchMedia, is dominated by destination stock up shopping trips, whilst the ‘Medical Centre’ pharmacy is “infrequently visited and usually under duress”. ‘Priceline’ was in a category all on its own according to shoppers, with a perception of being a destination beauty and hair superstore. “By understanding their own channel segment description, the type of shoppers that are ‘typical’ in their store, and what their dominant trip types are, pharmacy retailers can start to activate their in-store offer in a targeted way to best meet the needs of their own shoppers,” a TorchMedia statement said. Meanwhile, the way for Australian pharmacies to grow, according to Dollisson, is to interrupt shoppers’ “planned trip”. “Pre-store influencers such as the web, catalogue and club/loyalty cards need to be supported by impactful in-store influencers including displays, promotions, staff advice and in-store media in order to break the planned trip long enough for the shopper to become aware of what else is on offer,” she said. Dollisson also said that at present, the retail pull of Australian pharmacies is “underused”. “Improving the relevance and appeal of pharmacy to shoppers in a targeted way can help pharmacies carve a role beyond straight script fill, in order to compete in an environment where major grocery retailers continue to increase their share of wallet in pharmacy-related categories,” she said.

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