Customer experience in your pharmacy
Let us inspire you and show you how the layout of your pharmacy can contribute to an optimal customer experience. Most of it will probably be obvious, but perhaps you will find something you can still put to good use.
A good layout affects purchasing behaviour
You can influence the behaviour of your visitors by making minor adjustments in your pharmacy. For example, remember that customers first tend to look to the right when they come in. So be sure to change the displays on a regular basis to make people seek things out. But don’t take it too far, because people also need to find their way around quickly. You could place stickers to show the walking direction, or arrange your products strategically. Did you know that products sell better when displayed at a height at which they can be easily reached?
You can also call on a professional to give you some extra tips specifically for your own pharmacy. You can find more information on this at StudioClement.be.
Create a sense of peace in your pharmacy with a digital screen
Don’t let your pharmacy get too cluttered. You can create space by using a digital screen and having a range of products displayed on it. This could also replace various displays. The possibilities are endless.
Reflect seasons and themes in your interior
In different seasons, customers need different products, and it is clear that you will need to put these products more in the spotlight. For example, how about a fixed seasonal corner of your pharmacy, with suitably customised products? As constantly thinking up a different theme might not come easily to you, you can use the content calendar for inspiration. You will also need to extend the themes to your pharmacy. For example, how about a display that immediately stands out when people enter the pharmacy or which customers must pass when paying for their purchase? Make sure these are products that customers can purchase in advance or in bulk. This will allow them to build up a stock of these products, if it benefits them to do so.
Respond to trends
As a pharmacy, make sure you keep your finger on the pulse of what is going on in your local area and in society as a whole. For example, if there is a TV campaign about generic products by a particular company, respond to it. Present these products to your customers or provide a display featuring only these products to show that you are also focusing on them. Think about how you can commit to sustainability as a pharmacy, for example by collecting and reusing pill bottles. You could also respond to vegan trends, for example, by showing which food supplements you recommend.
Tailor your offerings to local needs
You know the needs of your customers best. Are there a lot of young families in the area? Are these your premium customers? If so, your pharmacy can focus more on family-related offerings, from baby food to care products for children. The image of your pharmacy also plays a crucial role. Let’s dive deeper into the example of a pharmacy which focuses mainly on young families. The children will tend to accompany their parents more often when shopping, so they may well also come into the pharmacy. If you invest in a children’s corner, you will be offering both parents and their children a positive experience. These corners radiate a family atmosphere, and give parents the chance to listen to your explanations in peace and quiet.
Utilise perception and senses
Elements such as lighting, fragrance and music can affect your customers’ purchasing behaviour. Mood lighting immediately has a calming effect and can keep customers in your pharmacy for longer. You could also place an aroma diffuser with essential oils in your pharmacy – a diffuser that you also sell, of course. Create a playlist that you can tailor to different times of the day and week.
Put samples of care products in your pharmacy. Let your customers smell, feel and try things out and, above all, don’t forget to ask for their opinion. This can provide interesting information about what is important to them.
Get to know your customers better
In order to create an optimal experience, it’s important to know what your customers like. So don’t be afraid to ask them during a chat or on your social media. Or examine this in a more formal way by means of a survey.
Tell your visitors about your webshop
Display QR codes in the pharmacy to encourage people to take a look at the webshop. If they have any questions or problems, let them know they can also come to you directly as a pharmacist. Don’t forget to also display these QR codes in the window, with an eye-catching text. In this way, you may also attract the attention of people who pass the pharmacy outside opening hours or on a day when you are closed.