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.


Top Tips


Go outside and walk back in. Ask yourself, if you were shopping in your store, would you be enticed to buy? Is it easy to shop? Can customers find what they want easily?
Informed advice is a huge advantage that pharmacy enjoys over grocery – make sure your customers feel they can access that advice
Display stock clearly – a high proportion of customers will be feeling unwell at the point of purchase so will be highly motivated to buy
Decide what are customers’ destination purchases and what are impulse buys. Tend to displays of the former – they are probably things that matter to people like vitamins. Make sure they are easily found
Be aware of the potential for ‘linked purchases’ and place products accordingly. A customer buying sunscreen is likely to be interested in a skin cooling product like Care ITCHeze
Make it easy for customers to find what they are looking for – customers want fixtures that don’t confuse them and that make shopping simple. Avoid clutter. Just put up signs that customers are going to use
Follow the Customer Purchase Decision Tree in planning fixtures
Segment vertically using straight sides by symptom
Signpost each segment with a key brand. Eg. Covonia for cough. Customers need the brands they know to see they are in the right place. Eg. site Care cough products next to Covonia to give customers choice
Place signpost brands at eye level
Put the best product on the best shelf. On a 5 shelf unit, the biggest sales are from the middle shelf. The bottom shelf has the lowest sales. Moving a product from the bottom shelf to the second from top increases sales by 78%*
Don’t place too many items high up, especially if you have a large elderly population. Customers need to be able to get at products as well as see them
If you keep products for loyal customers that are not popular with others – don’t waste space by putting them on display – keep them in a drawer


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Contact Details

Thornton & Ross Limited
Linthwaite Labs,
Linthwaite, Huddersfield,

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

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