Merchandising

Nobody knows better than you how to sell OTC products from your pharmacy. After all, you know your environment and your customers better than anyone else. These guidelines from Care are intended to complement that knowledge and help you maximize OTC sales.

Merchandising

The customer's thought process

It‘s a proven fact that the desire to buy something is located in the
sub-conscious of the shopper.

The task is to transform that into a purchase decision. By analyzing which products customers buy, and by examining their behavior in front of the fixture, some basic patterns emerge.


There are three types of purchase

Closed Planned
The customer knows beforehand what he/she is going to buy
Open Planned
The customer knows what type of product he/she is going to buy but has not decided on a brand yet.
Spontaneous
The customer has not yet decided to make a purchase
 

Gaining a more informed understanding of the way a customer goes about deciding on a purchase helps retailers make their fixture or shelf more consumer-friendly. The following chart indicates the processes that a customer goes through.


The Customer’s Thought Process

When making a purchase, customers choose their product according to their decision hierarchy. The first prompt to purchase is based on symptoms, followed by brand (including whether it s a sub-brand) and finally format. That sequence is illustrated in the chart below.


The Customer’s Purchase Decision Tree
care-customer-purchase-decision-tree

The decision hierarchy should be reflected in the arrangement of products on shelf.

General Enquiries



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Contact Details

Thornton & Ross Limited
Linthwaite Labs,
Linthwaite, Huddersfield,
HD7 5QH

Telephone -+ 44 (0) 1484 842 217
Fax - +44 (0) 1484 847 301


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Please contact the Care press office at:

Pegasus PR - care@thisispegasus.co.uk

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