Who shops in pharmacies?
February 13, 2012
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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