A prescription refill may be the reason a customer walks into your independent pharmacy, but what makes them stay?From shampoo to sunscreen to scented candles, in the highly competitive world of retail, shoppers have many options on where to purchase their much-needed items. Taking steps to design your store layout in a strategic, customer-centric way can increase revenue and solidify your independent pharmacy in the community.
Keep these tips in mind to keep your customers engaged and coming back for more.
Shake Up Your Front-End Design
The front of your pharmacy is the first thing your customers see when coming through your doors. A study published in The Journal of Marketing found that the longer customers spent in a store, the more likely they were to experience cues that lead to unplanned purchases. To maximize the time customers spend in your store, ensure your space is welcoming and makes a memorable impression.
Keep it Fresh
One way to achieve this is through changing up the displays in the front of your store regularly. Rotate through seasonal items or promote new products regularly to keep the “What’s new?” factor alive.
Break Out of the Usual
Invest in wooden or flexible shelving rather than typical metal shelving. Combined with a nice seating area or coffee bar, you can create a warmer ambiance that invites customers to stay longer.
Make Your Storefront a Real-Life Resource
The front of your independent pharmacy is also the perfect place for posters, window clings, and other reminders of valuable services you have to offer like flu vaccines, health and wellness programs, and local products.
Improve Your Store’s Lighting
When it comes to the ambiance of your independent pharmacy, customers subconsciously judge a space based on the lighting. Even if they aren’t acutely aware of why they suddenly feel like one store is “high end and luxurious” whereas another is “cheap,” lighting can completely change the impression customers have of your store. Consider cutting back on those ultra-bright fluorescent bulbs. According to Dr. Victoria L. Dunckley in Psychology Today, fluorescent lighting can induce stress. Additionally, the flickering of fluorescent lights can trigger migraines, tics, or seizures for some people.The best light to create a warm, inviting glow is natural light. Without breaking through the ceiling and installing a skylight, you can improve the natural light in your store by:
- Adding more windows to the front of your pharmacy
- Minimizing window dividers
- Installing larger sidewall windows
- Painting walls a lighter color or replacing flooring with a lighter option to reflect more natural light
Invest in Signage for Your Independent Pharmacy
Signage seems like such a simple, utilitarian part of your store, but they can have a profound impact on the actions customers take once in your store. Beyond pointing your customers in the right direction, the right signage can also be a tool to set your independent pharmacy apart from the competition and cement your brand. Customers are used to seeing the same stock-image posters and flu shot notices in the window of every pharmacy, from the independent pharmacy to major chain locations. Change up the look of your store by investing in branded signs with a fresh look and language customers aren’t expecting. According to Entrepreneur, “where signage earns an edge is in its relative unfamiliarity. We’re not bored of seeing it, so it has the capacity to genuinely capture and hold our attention.” When designing or choosing your signage, put the customer first. Rather than talking about your products, talk about your customers’ pain points. For example, instead of “Off Insect Repellent – Buy One, Get One 50% Off,” go with a more customer-centric, relatable message such as “Avoid pesky mosquito bites this summer for half the price!”
Maximize Your End Cap Use
Use your end cap displays to sell unique, difficult to move, or new items. Customers may not walk down each aisle, but they walk by at least half of your end caps! Test the most effective end cap features by rotating different products to determine which items’ sales increase from being in the spotlight.You can also maximize the purchase of unplanned items by pairing end caps with items that share a common thread. For example, create an end cap of tissues and hand sanitizers at the end of the cold and flu medicine aisle.Whenever you make a new change, give it at least a month before changing things up again. Cycle through the different variables and design experiments several times throughout the year as some will be more effective in specific seasons. By testing the changes and tracking the impact each has on your independent pharmacy, you’ll get to know the buying habits of your unique customer base.Want more tips for maximizing the psychological influence of your physical space?
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