"Pharmaceutical Review", 2004, N 2

MERCHANDISING IN A PHARMACY: FROM THEORY TO PRACTICE

Perhaps there is no more grateful, in every sense of the word, business than a pharmacy. After all, the flow of customers in the pharmacy will never dry up, and, most importantly, it is difficult to find a better deed than giving people health.

However, a wide range of medicines in itself does not make a pharmacy a successful retail outlet.

We have repeatedly talked about merchandising on the pages of the Pharmaceutical Review - necessary condition effective work. Today we will introduce you to practical aspects its application, the basic rules and principles of merchandising.

Three pillars of merchandising

Three main conditions of merchandising:

The available assortment must meet the needs of the buyer;

Everything should be clear to the buyer with minimal explanations from the seller;

Rule of assortment and sales stock

One of the most important factors in the formation of an optimal set of goods is demand. It is necessary to create a level of stock sufficient for the continuous presence of the assortment in the outlet.

As in any area of ​​trade, pharmacy goods can be divided into several main categories.

A fast-selling product has a high and constant demand and sells well (eg pads, toothpastes, medicated shampoos, etc.).

"Impulsive" products (in other words, those that are usually purchased on the spur of the moment or under the influence of seasonal factors) should also be included in the assortment of the pharmacy so that it does not lose an entire group of customers. As an example, we can talk about medical cosmetics.

In each of these categories, four groups of goods can be distinguished: profitable (high price with little demand), profitable (moderate price with consistently high demand), running (low price and constant demand) and ballast (low price with no demand, but at the same time the presence of this product in the assortment is mandatory).

In order for the pharmacy to be effective, it is necessary first of all to find out which of the products presented in its assortment are included in the group of profitable and popular goods.

Presence rule

All items on display must be available for sale. Otherwise, the buyer, having made sure that the available assortment does not match the abundance declared on the showcase, will simply stop contacting this pharmacy.

The rule of shelf life and rotation of goods on the shelf

"First in, first out." For the majority of medicines (given restrictions on the shelf life), it is especially important that the batch of goods delivered to the pharmacy earlier is sold first. Otherwise, there is a risk that a certain amount of goods will be stale and become unusable.

Each type of product should have its own, strictly defined place on display cases and in cabinets. The location of the goods in the place of storage is chosen taking into account the volume and dynamics of its sales, the size of the package. You should not store the same drugs with different prices side by side, this can lead to an error when dispensing them to the buyer.

Replenishing the stock on the shelves, the goods received from the warehouse should be put back, and the already displayed products should be moved forward, because the first "leaves" the goods from the front edge of the shelf.

Buyer facing rule

The product is located frontally, taking into account the angle of view of the buyer. The basic information on the package should be easy to read, not covered by other packages. In no case should you close the packaging, even the price tag! After all, she is the face of the product that the buyer is looking for and recognizes, in addition, all the information on the packaging cannot be copied onto the price tag.

A shopper looking for sanitary napkins or a hemorrhoid remedy may hesitate to seek the advice of a pharmacist. It is easier for him to get the necessary information by examining the packaging.

Priority seat rule

Goods - leaders in sales should occupy the best places on commercial equipment.

Priority in the layout should be given to:

The most expensive and profitable goods;

Goods of impulse (unpredictable) demand.

In particular, in any pharmacy on the best places(at checkouts, etc.) it is advisable to place the most popular items of impulse demand: multivitamins, weight loss products, parapharmaceuticals.

When distributed retail space you should start by making sure that each product is allocated a place in accordance with the expected sales volume. For example, if cardiovascular drugs make up 10 percent of sales, they are allocated 10 percent of the total area on the sales equipment.

It is also important to take into account other factors. In particular, the very concept of presenting this product: perhaps a special stand for it will take up much less space than 10 percent of the entire area of ​​the pharmacy, and space will be saved. In addition, a product in a small package can be "lost" in a large space; A "small" product needs enough space to be well perceived, but the space should not "eat" it.

Attention should also be paid to seasonal changes in demand for goods and, accordingly, change its location, increasing or decreasing the area provided.

Principle of optimality

Customer Assistance Principle

Information should be easily accessible. It is desirable that the buyer could get most of the information on his own, studying the packaging, price tag or advertising poster, and not jostle in line in order to get an answer to an elementary question, for example, about the price of a product. Today, especially in a metropolis, it is easier for a person to visit another pharmacy than to endure inconvenience.

It should also be taken into account that many buyers avoid communication with a pharmacist until the decisive moment of the purchase, embarrassed to disclose their intimate problems or fear of pressure. Therefore, it is better for the pharmacist to offer the visitor: "If you have any questions, you can contact me" and leave the client to "ripen" alone with the price tags and packages. When a question or wish is "ripe", the buyer will turn to the pharmacist himself.

The pharmacist supplements, but does not replace information.

The principle of brevity and simplicity

Advertising appeals to the buyer should be simple and unambiguous. Witty exercises at the point of sale can lead to incidents, misunderstandings, even look like blasphemy, for example, one advertising slogan read: "Just one course - and there is no disabled child!".

American researchers propose to make information accessible to a 14-year-old with an average level of education and intelligence. Medical terms must be deciphered: if your supplier has supplied the product with accompanying advertising material with the slogan "Effective protection against helminths", it is better to write next to the product: "Dewormer".

Another common mistake: to define the purpose of the drug through the preposition "for": "for worms, for hemorrhoids, for gastritis", meaning what the medicine should get rid of. If this does not confuse the buyer, then it will inspire subconscious anxiety. And in the case when the drug is intended "for clear, healthy skin" (instead of: "to cleanse and improve the skin"), it is even more difficult for the client to understand whether this product is suitable for him.

Rules for placing advertising materials

In the entrance area (on the door and vestibule), advertising is placed as a reminder of what is on sale (large posters and stickers from the manufacturer are suitable for this purpose). On the trading floor, the purpose of promotional materials is to stimulate a specific purchase.

It is important to remember that:

It makes absolutely no sense to advertise where there is no product;

Do not use old or damaged promotional materials.

Rules for placing price tags

The purpose of the price tag is to provide the buyer with price information. If the buyer asks the pharmacist: "How much does this thing cost?" - it means that proper information about the name and cost of the product has not been conveyed to him. So, you should pay attention to the condition and location of the price tag.

The price of the product must be clearly marked and clearly visible to the buyer - preferably from a distance of several steps. Price tags should be arranged so that it is clear to the buyer which price tag refers to which product.

Groups of similar products must have the same price tag format.

Pharmacy atmosphere

Will the visitor want to stay in the pharmacy? Go to the shelf to examine the product? Get a flyer? Maybe the child will pull mom to a brightly decorated window or to a specially displayed inflatable toy?

It is desirable that the pharmacy evokes associations with life, light, health, cheerfulness. If a pharmacy gives the impression of a boring, dark place with perpetually dirty floors, where terminally ill people lined up in a dull queue are given vials with dubious contents, the visitor will want to leave it as quickly as possible.

If it is pleasant to be in a pharmacy, and it cheers up even a person with feeling unwell, which means that it will leave a good impression in the soul of the visitor, and his interest in the pharmacy assortment will increase.

The atmosphere is made up of several factors.

Of course, the pharmacy begins with a sign. And also from the street showcase and the facade as a whole. original solution appearance pharmacy will arouse the interest of the passer-by and turn him into a curious visitor. Suffice it to cite this fact: according to polls, the majority of visitors to the 36.6 pharmacy chain (perhaps the most "advanced" in terms of the use of merchandising methods) visited the pharmacy of this chain for the first time, attracted by its design and unusual name.

It is good if, starting from the facade, the pharmacy is decorated in the same style ( corporate logo on the sellers' badges, branded colors of the hall design, branded shopping package, etc.). This improves memorization. A pharmacy or a pharmacy chain that has its own individual style evokes trust, a sense of solidity (it is clear that this is not for one day), responsibility, good organization, and professionalism.

An important factor is rational use pharmacy area. Buyers should not bump into each other. Another component that forms the atmosphere of a pharmacy is lighting. It should be optimal so that the buyer does not have to strain his eyes or squint from too bright light. Soft, moderately bright lighting creates good mood. This effect is produced by the general light spilled throughout the room. The cold shade of light from fluorescent lamps (for example, if transparent blue or green films are used in the showcase) causes the buyer to experience negative feelings of alienation and discomfort. Therefore, it is desirable that the light has a warm tone or be neutral white. Light fixtures must be organically fit into the interior trading floor.

The interior of the pharmacy should evoke a feeling of comfort, but not distract from the choice of goods.

The so-called homogeneous and aggressive fields have a strong irritating effect on the consumer. Homogeneous fields are fields that give the impression of being empty, such as large expanses of bare walls. Aggressive fields are spaces in which a large number of elements of the same type are located, for example, bars on several windows. To get rid of the impact of aggressive and homogeneous fields, you can use various design elements: additional advertising media, landscaping, paintings on the walls, an aquarium.

Perception is influenced by the color scheme of the interior. Studies show that warm tones (shades of red and yellow) and cool tones (shades of blue and green) have the opposite effect. Warm tones excite - even the physiological parameters of the body change: the heartbeat, breathing quickens, blood pressure rises. Cold tones, on the contrary, soothe, help the buyer to concentrate. It is in cold colors that the trading floors of pharmacy organizations are most often decorated. The most popular pharmacy color is green. And for good reason: different shades of green not only calm the psyche, but are also associated with life, health, fresh herbs, vitamins, etc.

Another rarely used component of the atmosphere is smells. What does the pharmacy smell like? Usually drugs. Customers are used to it, but it's important that the smell doesn't get too strong and evoke unpleasant associations with a hospital room.

The atmosphere of the trading floor is also formed by its temperature. It should not be forgotten that in winter, many people go to pharmacies just to warm up - and at the same time make purchases if the pharmacy manages to "seduce" them to this step. The most comfortable for consumers is the temperature of 16-18 degrees.

Normal air exchange is also important in the trading floor: the room should not be stuffy, but drafts should not walk either.

And, of course, we should not forget about the convenience for visitors. Goods that are relevant for the elderly and disabled should preferably be located near the entrance and - if the pharmacy is two-story - only on the first floor. If the size of the room allows, put a couple of chairs - there will be somewhere to seat the restless baby, while the mother chooses diapers for him, the elderly, frequent visitors to pharmacies, will have somewhere to relax. Plants and, of course, cleanliness create coziness and a homely, trusting atmosphere in the pharmacy, in which the visitor will want to linger.

Pharmacy layout: where will the buyer go?

In a modern pharmacy, two main types of planning are accepted: a counter-type pharmacy and a pharmaceutical market (self-service pharmacy).

An innovation has appeared in a pharmacy with a traditional counter: human-sized glass showcases, where drugs are usually located on two levels: the first is at eye or chest level, the second is at waist level. Such a counter increases the product display area and brings it closer to the buyer.

A pharmacy with a supermarket-type layout also has a counter area where prescription drugs are located. Other goods are located on open racks scattered around the trading floor. Such a layout provides for a significant reorganization of the pharmacy, the use of consultants, additional security measures. It is effective only in large pharmacies, especially in pharmacy chains.

In pharmacies with a traditional layout, it is also possible to take out part of the goods to the trading floor, but not on open racks, but in closed glass cabinets.

When planning departments, it is necessary to take into account some patterns of customer behavior:

1. Approximately 95 percent of visitors stop after passing through a third of the drugstore space. As a rule, the buyer wants to find what he needs without traveling long distances and without returning to the same place several times.

2. Most buyers are right-handed; they prefer to go straight ahead and tend to look and take goods on the right.

3. Bypassing the hall, most buyers turn left - counterclockwise.

Strengths and weaknesses

In this regard, the location of goods in the pharmacy can be divided into two main categories - strong points and weak points.

Strong points:

Shelves on the right side in the direction of movement of buyers;

Places with good frontal visibility;

The space near the cash register;

end departments.

Weak spots:

Shelves on the left side in the direction of buyers' movement;

Corners of the trading floor;

Places near the entrance to the pharmacy.

The space near the entrance should be as free as possible, since incoming and outgoing streams of customers meet here. There should not be any large advertising materials (billboards, large posters), equipment, large plants, etc. When placing equipment, it is also necessary to ensure that mutually intersecting reverse flows of buyers are not created. This applies mainly to large rooms: in a small room, such flows will not occur.

From the foregoing, it does not at all follow that all goods must be placed in the most accessible places directly opposite the entrance. The shortcomings of any premises can be compensated for by timely and correct informing the buyer. It is not necessary that the buyer, as soon as he steps on the threshold of the pharmacy, immediately sees the goods in the window. It is important that from the first steps in the pharmacy, the buyer is informed about where to buy it. And then even a "weak" place will attract the visitor's attention. Below we will talk about how to regulate the flow of customers using merchandising tools.

It is not recommended to change the location of goods for which special promotions are held: the buyer is used to looking for a product in a certain place, and if a stand with this product is placed in a different corner, it may simply not be noticed. In any case, in addition to a separate stand, the goods must also be present on a common showcase.

Display of goods: everything is in the palm of your hand

With the current abundance of health products, sometimes we have to talk about the "clogging" of the pharmacy counter.

It is important to be able to direct the attention of the buyer so that he can easily navigate the endless sea of ​​drugs.

The main attention of the buyer is usually drawn to the central group of products on the shelf. If you want to draw attention to a product, put it in the center of the shelf. Priority products are displayed at eye level or slightly higher. It is desirable that the product be available at arm's length (if it is a self-service pharmacy). Small packages should be at the top (this makes it easier to see the package), and large ones should be at the bottom (the font on a large package is larger, it can be read without bending over).

The lowest level gets the least attention and is much harder to find.

However, the floor space is not a “bad” place at all. Floor displays and containers that attract little attention in a standard display can be used for volumetric display. A large volume of goods located low enough (for example, piles of diapers in floor containers) causes the buyer to associate with a low price and high demand, which encourages him to buy.

Laying methods

With a horizontal layout, goods of the same name are placed on one or two shelves along the entire length of the display case. This method is effective for selling large packages.

With the vertical layout method, the goods of the same name are laid out on the shelves of one slide in several rows from top to bottom. The advantage of this method is good visibility and a clearer differentiation of the laid out goods. But this calculation has a drawback: it takes up more space. Therefore, this method is used in self-service pharmacies with a large trading floor.

Most often, in practice, a combined layout method is used, combining horizontal and vertical. It allows you to make the most efficient use of the area and place more goods on the trading floor.

And, of course, we must not forget about the competent rubrication of drugs in a pharmacy - this is the basis of clarity, which is so necessary for the buyer.

Beauty is ok

When laying out goods on a shelf or a showcase, first of all, one should adhere to the principle of facing, or "facing the buyer", which was mentioned above. If this rule is followed, it's time to think about the beauty of the composition.

Simple and symmetrical forms of composition are perceived better than complex ones. An unbalanced composition causes a feeling of discomfort. In addition, it is easier for a non-professional to organize symmetrical compositions than asymmetrical ones (it is better to entrust such compositions to a professional designer). In general, with the predominance of symmetrical or linearly organized compositions, the pharmacy looks neat.

Of course, it is useless to arrange the goods in the form of a "pyramid" in a pharmacy operating on the principle of self-service: the structure will be destroyed to the ground. It makes sense to create such compositions behind glass, exclusively for decorative purposes.

The composition should not cause the buyer to feel unstable: the worry that the structure will collapse if you touch it can turn the visitor away from the purchase. For "self-service" pharmacies, simple, rational ways of displaying are more suitable: the goods are easy to take, and it is easy to put things in order again. For such purposes, round open racks are convenient, which are used in a number of pharmacies: the product is located on the shelf in a circle, accessible from everywhere and beautifully laid out.

For rectangular shelves, it is possible to offer layout organization according to the size of the goods: "major" type of layout - large sizes in the center of the shelf, "minor" - large sizes along the edges of the shelf (which can switch the visitor's attention to neighboring shelves). The arrangement of goods in a semicircle is also widely used.

One of the tricks that communicate a sense of comfort to a potential buyer is to give shelves or a showcase visual stability by placing larger items at the bottom and smaller ones at the top. Otherwise large goods, placed on top, runs the risk of "crushing" in the minds of the buyer all the goods located below.

It is desirable that the buyer has the opportunity to focus on any product - especially if it is a "counter" type pharmacy, where it is impossible to get closer, to examine the product from different angles.

If you want to highlight a product, it is enough to place it in the center or on a slight elevation (at the same time, do not surround it with larger products in bright packages - this will shift the visitor's attention to the periphery).

If you want all the products on a given showcase to be given equal attention, you can line them up or stagger them.

A good way to focus attention on a product is to make the distance between the highlighted product and others more than other products between themselves.

The rhythm in the layout is the repetition of goods of similar size and other elements (price tags, decorative details, etc.) with an equal distance between them. Rhythm also helps create a sense of order. In addition, a good way to draw attention to a particular product (if the area allows) is to put several packages of this product so that it alternates with others - both forming a rhythm in the display and more often catching the eye of the buyer. However, in the absence of accents, the shelves will look boring.

light and color

Lighting effects are used in the form of directed beams of light to highlight certain compartments of the pharmacy and groups of goods. The intensity of such a light flux should be three times brighter than the main lighting in order for the light border to be noticeable. Then the beam of light will lead the buyer's eyes in a certain direction. It is important to ensure that the light does not create glare on the glass of the showcase that makes it difficult to see the goods, and that there are no shadows covering the products (for example, when advertising equipment is poorly lit).

Color is one of the most serious "arguments" in attracting the attention of the buyer to the product.

The strongest stimulus is orange. It is followed by yellow, red, green, dark red and purple. Warm yellow is the best color for shelf stickers: it attracts attention and the text on it is easy to read. However, bright "spots" should not be abused, otherwise the buyer's eyes will be "charged". In any case, the background (shelves, walls, etc.) should be kept in calm, neutral colors.

You can draw attention to a group of products using color contrasts:

Place next to packages of contrasting colors;

Place in the center of the group a product whose packaging uses the strongest contrasting shades;

Place the product on a contrasting background.

Contrasting colors are yellow, red and blue. Weaker and less annoying contrast: orange - purple - green.

However, the contrast should just attract attention, and not make it difficult to perceive. The indiscriminate use of contrasting tones only confuses.

When arranging the goods on the shelves, it is desirable to alternate between soothing uniformity (non-contrasting combination of colors, repetition of the pattern on the packages, forming a single composition) and bright color accents. When placing accents, you need to take into account the boundaries of the visitor's field of view.

In order not to create a feeling of tiring variegation, you can arrange the goods by analogy with a rainbow (on the left side, goods with light packaging are displayed, then, as the colors thicken, and to the right, dark ones). Thus, the product does not irritate the eyes of the consumer and is perceived as a whole.

But no matter what compositional and color harmony in the display of goods you achieve, no matter how proud you are of this work of art, remember that the composition on the showcase and shelves should be changed at regular intervals. The reason for the change may be a new arrival, a change in the season, a decrease in the visitor's interest in the displayed product, etc. It is important that the pharmacy visitor does not become familiar with what he sees on the trading floor, so that he gets an incentive to come closer to the window and see the familiar product again.

Write legibly!

The inscription on the index or price tag should be easy to read. Therefore, fonts play a significant role in the design of intra-pharmacy advertising.

Here are the basic rules for using fonts:

It is better for a non-professional not to use oblique inscriptions: only a designer can take into account the effective angle of inclination;

A white inscription on a black background looks larger and optically approaches the visitor, but one should not go too far: the abundance of black depresses the psyche;

In one ad - no more than two (!) different fonts;

The font color should stand out against the background, do not use similar colors for the background and inscription;

Inscriptions on a white background (especially those made in black) are perceived as an ordinary document, they attract less attention than a colored background;

The small print is annoying.

Even in brochures and flyers that the buyer will take home and read in a relaxed atmosphere, you should stick to a "readable" font size if you want the visitor to read the information in full.

Goods magnets

Back to the question effective use less visited places.

The route that customers take around the pharmacy can and should be adjusted to ensure that all areas of the hall are visited from high frequency. This is achieved through the so-called bait products or magnet products (products that are most often sought after by buyers: for example, the same diapers in a children's pharmacy). By placing a popular product at the end of the hall and at the same time indicating its location using "silent help" and other merchandising tools, you will "force" the buyer to go through the entire pharmacy to the cherished product. Along the way, he will get acquainted with products that he had simply not seen before.

By the way, it's also a good idea to place the magnet product itself in an environment of related products to which you want to draw attention. This is the so-called cross merchandising - the placement of complementary products next to the main ones: for example, a medical hair balm and a plastic cap, toothpaste and a toothbrush, etc. Having bought one thing, the client is tuned in to the purchase of a related product.

The prestige of a brand works according to a similar principle: the product of a well-known manufacturer, which enjoys the trust of the buyer, as if “ennobles” the nearby goods with its proximity. By placing another brand of children's cosmetics next to Johnson & Johnson, we make it clear to the consumer that the quality and popularity of these products are comparable. Therefore, the new product that the pharmacy wants to "promote" should be placed close to the popular brand in order to create an impression of prestige for it (do not forget to accompany it with promotional material so that the new product is not lost against the background of the "promoted" brand). But to place a novelty in the zone is not enough popular products means dooming her to the same fate.

Signs and indicators

The so-called "silent help tools" help to regulate the flow of the customer flow, indicating the location of product groups and settlement nodes. Pointers are made in the form of inscriptions or symbols. Symbols, like inscriptions, should be easily recognizable.

The color scheme of the pointer should contain no more than three colors. It is desirable that all signs be made in uniform format and consistent with the style of the pharmacy. The pointer should be large enough to be noticed.

As a rule, all elements of a reference and informational nature are attached to the equipment slightly above eye level. The use of floor patterns, mosaics (for example, pointer arrows or decorative "footprints" leading in the indicated direction) is effective only in large areas, with a relatively small number of visitors - for example, in spacious elite or specialized pharmacies, where the buyer does not need to specifically look under feet to see the sign.

The information display informs the buyer about the goods available for sale. The product is accompanied by brochures and posters;

The layout-consultation introduces the quality and methods of application. The emphasis is on the possibilities of using the product: the most "applied" section of advertising, thanks to which the buyer learns how in the best possible way use the offered product (at what time, with what frequency, how to make the application most effective, etc.);

The display-reminder reminds about related products, creates an image of the product. Pictures and advertising calls prevail here, light and sound effects can be used.

Posters

Perhaps the only item of merchandising familiar from Soviet times and still relevant. The advertising poster is fixed on the free surface of the wall as close as possible to the advertised product in the buyer's visibility zone.

Leaflets

If the pharmacy does not hold a special campaign with the distribution of leaflets, then the leaflets either lie on the counter next to the cash register or next to the goods, or are placed in a special "pocket" of the hard poster - a cardboard advertising "poster" standing on a stand and having a compartment for placing leaflets.

Stickers (stickers)

Shelf stickers (shelf talkers) are more often used to give meaning to the corporate block and orientation within it ("Johnson and Johnson"). Others may simply contain a brand name or an advertising message and be placed in appropriate places.

Mobiles

Suspended models of a product made of cardboard or plastic, made in a size exceeding the natural one. They are placed at the top - under the ceiling or on shelves, stands, so that they are clearly visible from anywhere. The meaning of the mobile is to indicate the place of sale of the goods: the benefit of the buyer notices it from afar. Some mobiles "know how" to rotate, and thus attract even more attention. To place scoreboards and mobiles under the ceiling, it is better to choose "light", light and bright colors so that the visitor does not have an alarm that this massive thing can fall on his head.

Wobblers

"Pendants" on a flexible leg, which are attached to the surface of the shelves, to the ceiling and walls. Wobblers sway, attracting attention to themselves. They should be placed so that they do not interfere with the choice of goods, hanging from the shelf and touching the face.

dummies

Enlarged or life-size replicas of real products (huge pack of toothpaste). They play a decorative role and inform about the presence of the product on sale. Placed in large outdoor showcases or the top of the racks.

For the same purpose of notifying about the specific location of the availability of goods, flags, pennants, garlands are also used, which are attached in the immediate vicinity of the advertised product;

Display

A stand-alone company stand or a stand with an advertised product (sometimes a pharmacist-consultant is "attached" to it). Placed in the right place in terms of the flow of visitors, the company stand attracts everyone's attention. Especially effective in relation to novelties. For the same purpose, electronic displays are sometimes installed near the stand with the advertised product, which show commercials. Another way to draw attention to the electronic display is to install it near the checkouts: while the queue is moving, the buyer has time to watch a few clips and decide on the purchase of the advertised product (which, for convenience, is located nearby, in the checkout area).

Using elementary merchandising techniques and tools in practice is not at all difficult, and growing sales volumes will tell you more eloquently than any words about the success of their application.

The article uses materials from the book "Merchandising" by K. and R. Kanayan.

E.KHANPIRA

The Association assists in the provision of services in the sale of timber: favorable prices on an ongoing basis. Timber products of excellent quality.

Merchandising in a pharmacy allows you to rationally use the premises of the trading floor. In the material of the article, we will consider the main elements, principles, rules, features and examples of product display in open and closed display pharmacies, as well as describe the "selling showcase" as a modern technological solution and an example of effective merchandising

In the material of the article, we will consider the main elements, principles, rules, features and examples of product display in open and closed display pharmacies, and also describe the "selling showcase" as a modern technological solution and an example of effective merchandising.

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The main thing in the article

Merchandising is one of the elements of marketing that determines the method of selling goods in outlets, as well as a set of measures for the most effective placement of products and information materials in order to enhance sales and stimulate buyers' purchasing decisions.

Today, pharmacy organizations are in a state of constant competition with each other, and therefore, in order to achieve some progress, they strictly control the quality of the products sold and constantly expand the product range. But it is equally important to think over the layout of the retail space.

The basic principles of merchandising in a pharmacy and modern technologies make it possible to use the premises of the trading floor wisely.

Merchandising in a pharmacy allows her to:

• increase sales;
• increase profit;
• increase the turnover rate;
• attract new customers;
• give full information about the goods sold;
• improve the quality of service;
• create a positive image of the organization.

How to create an assortment for "your" pharmacy

Most pharmacies, when forming a pharmacy assortment, use an average approach, not based on the specifics of a particular point. Meanwhile, characteristic different types pharmacies differences in customer parameters - a key factor in the assortment policy.

In the article of the magazine "New Pharmacy" we will talk about the division of pharmacies into sleeping and passable ones, we will conduct an express analysis of the passage traffic, and you will also learn how assortment positioning depending on the type.

Merchandising in pharmacies includes such elements as:

1. The concept of the place (the location of the outlet).
2. Exterior of the pharmacy.
3. The atmosphere of the trading floor (consists of the distribution and size of retail space, layout, interior, equipment and equipment for pharmacists' workplaces, color palette, lighting, temperature, smells, etc.).
4. The implementation of certain rules and the implementation of the principles of trade.
5. Sales training for professionals.



Principles of merchandising and laws of consumer perception

A person receives information about objects located in space through different channels of perception. This must be taken into account when laying out products in showcases.

The showcase is horizontally divided into 3 zones:

• "cold" - located on the left (as a rule, buyers do not detain their attention on it);
• "hot" - located in the center (the buyer concentrates all his attention on it);
• "warm" - located on the right (purchases are active here, but not as much as in the "hot" zone).

The principles of merchandising in a pharmacy involve the location of the most profitable drugs or products in its center. On the right are expensive items, and on the left - goods of a low price category.

Errors in the display of goods are costly to the pharmacy. In the article of the New Pharmacy magazine, we will tell you how avoid merchandising blunders.

Vertically, the showcase is divided into 4 levels:

1. Leg levels and hats - as a rule, buyers give them a minimum of removal.
2. Eye level - is considered the most successful for laying out profitable assortment positions.
3. Hand level is considered a “warm” buying zone.
4. Profitable goods are located at eye and hand level.

The principles of merchandising in pharmacies come from its main tasks.

If they are used wisely, the buyer;

1. Feel more free and liberated.
2. Get acquainted with new types of drugs and other products of the pharmacy range.
3. Select item quickly.
4. Make a buying decision quickly.
5. Profitable to buy goods with an unplanned purchase.
6. He will experience the pleasure of the process of choosing and making a purchase, of communicating with the first-timer.
7. Will return to this pharmacy again.

Laying within sight

The layout should demonstrate the pharmacy assortment. This is especially important for pharmacies with a closed trading method. If the assortment on the shelves is located irrationally, about 20% of showcases leave the visual review. This means that 1/5 of the pharmacy products will not be available to the buyer.

Shelves below or above eye level are of no interest to the buyer. He is able to attract goods located at a height of approximately 1.3-1.8 m from the floor. Above and behind the backs of the pharmacy staff, only large positions in recognizable packages can be placed - diapers, mineral water and etc.

Many pharmacies do typical mistake- combine deep shelves and a small distance between them. Even at a comfortable height of one and a half meters, the goods on the deep shelves at the back of the showcase are poorly visible.

Most of the pharmacy assortment has small secondary packages, so it is more rational to place them at a distance of 50 cm to a meter from the buyer's eyes.

Shelves below 120 cm and above 170 cm can be used no more than 10-20 cm deep. The more distant part is unsuitable for displaying pharmacy goods.

Size is equally important in open display pharmacies. It should be such that it is possible to place the most popular positions with a margin. 5 packs of 200-300 most demanded assortment items are enough. For the rest of the nomenclature, it makes no sense to keep more than 1 package in the public domain.

Almost 90% of pharmacy turnover is medications. Therefore, in closed display pharmacies, at least 30% of the assortment should be medicines. For pharmacies open display this indicator is not less than 15-20%.

The capacity of pharmacy shelves is much less than the number of articles whose sales would like to increase. Therefore it is important to do right choice positions for posting.

In order to avoid mistakes, the following parameters must be taken into account:

• the degree of sensitivity of demand to the presented goods;
• markup value in rubles;
• sales structure.

The demand for parapharmaceuticals is the most sensitive to the calculation. Sales of part of dietary supplements and preparations also depend on exposure. Usually, buyers who select the drug on their own respond well to the display of medicines. Also, shop windows can serve as a kind of reminder for people with chronic diseases.

The most profitable category of the assortment is best placed in the most attractive area for the buyer. The next most profitable category is located in the best zone of the remaining ones. Cheap titles are posted only if the demand for them is this moment is massive.

Read in the article of the New Pharmacy magazine how avoid common mistakes and make a pharmaceutical recommendation a sales engine.

Often in the most attractive places you can find unpopular or stale pharmacy products. However, this practice in most cases does not bring results, since a small increase in sales is unable to compensate for lost profits from undersales of in-demand products.

In pharmacies of all forms of display, it is useful to organize zones for a “collective hodgepodge” - it includes pharmacy products that bring maximum profit and are most susceptible to the so-called “impulse demand”.

It is most rational to place them near each checkout and include 1-2 items of antivirals, painkillers, remedies for intestinal disorders, etc. In total, there should be no more than 15 items, otherwise the buyer will get confused and will not be able to make a purchase decision.

Notable rubricators

In order for the buyer to easily navigate the assortment, the pharmacy exposition should be supplemented with noticeable and understandable headings. The use of medical terminology such as "hepatoprotectors" or "antacids" is undesirable.

You should use heading titles that are easy to understand. common man without medical education - "drugs to protect the liver" or "remedies for heartburn."

According to the principles of merchandising in a pharmacy, categories of rubricators can be more general and detailed. In the category "Gastrointestinal remedies" one can single out "Remedies for heartburn", "Remedies for diarrhea", "Laxatives", etc.

If possible, you can enter additional categories, for example, "Hormonal contraceptives", "Venotonics", etc.

Broad-spectrum drugs can be duplicated in several categories - for example, ibuprofen or paracetamol drugs can be placed in the categories "painkillers" and "antipyretics".

A special approach to parapharmaceutics

For parapharmaceuticals, the use of rubricators is optional. However, sometimes they are still useful - for example, in pharmacies with a sales area of ​​30 m2 or more, or with an extensive layout. In this case, you can enter additional rubricators at a level above human height.

The basic set of this assortment category:

• pharmaceutical cosmetics;
• dressing materials;
• condoms and other intimate products;
• goods for children (food, toys, devices for care and feeding, etc.);
• products for pregnant women and nursing mothers.

If the area allows, you can additionally enter such headings as:

1. "Personal hygiene products".
2. "Medical Devices".
3. "Diet food".
4. "Mineral water".

Now the law does not require the mandatory separate display of funds for external and internal use, medicines and dietary supplements. However, in some regions supervisory authorities insist on a separate layout.

For this reason, it would be reasonable to introduce similar rubricators in showcases with external products and dietary supplements. Usually not so many are required - up to 7 for dietary supplements and up to 5 for external lekforms.

8 Principles of Merchandising for an Open Display Pharmacy

Principles are the most important element of merchandising in a pharmacy. Moreover, for open and closed pharmacies, they are somewhat different. Let's consider the main ones.

One line rule

Products in open display pharmacies are located in one line as close to the edge of the shelf as possible. This is done so that the consumer sees the name of the product in Russian.

Horizontally, the goods are laid out from left to right from the side of the buyer in order to increase the size of the package - from small to large. Showcase levels are taken into account vertically.

Merchandising environment rule

Related commodity groups located close to each other - so they will complement each other.

Rule of priority product groups

First of all on the showcase is placed the most popular and profitable products, seasonal assortment, goods of high price category and impulse demand, goods on sale and advertised products. Strategic assortment groups are located in the most attractive places of the trading floor and equipment.

Effective stock rule

Each item is laid out in the amount of a three-day supply. If a customer needs two packages of a drug, and there is only one in the window, there is a very high probability that he will not make a purchase.

Showcase full rule

The rules and principles of merchandising in a pharmacy state that if a void has formed on the window, the product line must be restored.

Duplication rule

To draw the attention of buyers to small goods on the upper shelves, put two or more units of this product side by side.

Price tag rule

Price tags are not attached to the packages - they are located lower in the price tag strip clearly below the product to which they correspond.

Castle wall rule

Attention to a product that is in low demand can be attracted if drugs or products of popular brands are placed on both sides of it.

Effective merchandising in a pharmacy with a closed display

block rule

Products in a pharmacy with a closed display are arranged in blocks throughout the display space, taking into account categories. If the size of the showcase allows, you can place the goods freely. Usually, medicines are arranged in a semicircle, in a checkerboard pattern, or they use special devices - slides.

two finger rule

The shelves on the racks are arranged so that 3-4 cm remain from the goods to the edge of the top shelf. If the shelves do not correspond to the height of the products, the packages have to be stacked on top of each other, and this looks untidy.

Recurrence rule

To remind the buyer about a particular product, you can place it in different categories of the assortment.

Price tag rule

Price tags in pharmacies with a closed display are placed on the right side of the package, as close as possible to the middle. It is advisable to place price tags on the same level - so the showcase will look neat. The most expensive positions are laid out as close as possible to the buyer.

Persistence rule

A change in the pharmacy is permissible no more than 1 time per season. If you move goods from place to place more often, this can negatively affect sales and profit.

Rules for the merchandising environment, castle walls, shop window occupancy

These rules are typical for both open and closed pharmacies. But since in the second case the trading space is significantly limited, seasonal products, the best-selling items and essential goods are located here near the checkout area.

Effective merchandising in a pharmacy: external design

"Selling Showcase" is an example of a modern technological solution that optimizes the retail space. Such a showcase can be both internal (located directly in the trading floor) and external (located on the street).

It includes three components:

1. storage module.
2. Module for ordering and issuing goods.
3. Showcase.

Depending on the conditions, the storage module and the order module can be combined or located separately, then they communicate using a special conveyor.

The storage module holds 200 trade items, its storage capacity is up to 2000 product packages. The module for ordering and issuing goods is a terminal equipped with a display that shows the position code and cost. It provides for cash and non-cash payments.

Advantages of the "selling showcase":

• reduction of occupied retail space;
• increasing profits through spontaneous acquisitions and sales after the pharmacy closed;
• enhances the attractiveness of the street showcase.

Examples of merchandising in pharmacies: trading floor

Consider specific example merchandising in a pharmacy - displaying vitamins. Approaches to it take into account different types of buyers and the composition of vitamin and mineral complexes.

When placing goods on the racks, one should take into account the peculiarities of the perception of the surrounding world by buyers of different groups. So, vitamins for pregnant women are best placed just above eye level, and for children - just below this level.

Summary: the main principles of merchandising in a pharmacy

Practice shows that only about 10% of buyers in pharmacies pay attention to shop windows. Therefore, one of the main tasks that merchandising in a pharmacy must solve is to provide an effective overview of the layout.

How to measure the "temperature" of a showcase

Observe the pharmacy customers. Note at which windows most of them stop, and which ones are deprived of attention.

If there is no time to observe, in the article "How to place a product in order to sell it" there is a ready-made table with average statistical data.

Trading stock rule.

Formation of the required level inventory pharmacy, sufficient for the constant availability of the selected number of assortment items, should be carried out taking into account an integrated approach.

Trading stock - a set of drugs and other goods stored in a pharmacy to cover future needs.

Excessive inventory impairs the turnover of goods of running groups and financial resources, and the lack of inventory leads to the loss of customers and a significant decrease in sales.

The rule of rotation of goods in the pharmacy and the shelf life (FIFO rule).

The movement of goods from the warehouse to the trading floor, as well as its sale, must be carried out according to the FIFO principle “First in, first out”, i.e. depending on the timing of their delivery and storage, the first to be transferred to the trading floor or the product that arrived at the pharmacy first should be sold.

Incoming batches of goods must be sold only after the previous ones have been completely sold out.

Controlling the order of receipt of goods and their shelf life, as well as FIFO rotation of the displayed drugs is useful not only to increase the profits of pharmacies, or rather to prevent losses, but also for the convenience of the first-timer.

In the self-service department, goods coming from the warehouse are placed at the back, as customers first take what is closer.

Merchandising rules regarding the presentation of goods

Presentation rule.

Encouraging a customer to first buy something and then deny him this opportunity is at least not ethical. If there are no drugs or goods on sale that are actively advertised in the media or on the sales floor itself, the pharmacy not only misses out on possible profits, but also undermines the trust of customers.

Before posting a promotion, make sure the pharmacy has sufficient stock and if the wholesaler does not have a defect. Before placing a POS material, check if the exact dosage form or product form that is depicted on it is in stock.

Rule "Face to the buyer".

The product should be located frontally, taking into account the angle of view of the buyer. The main information on the package should be easy to read, not covered by other packages and price tags.

The packaging of a drug or product is a unique carrier of information designed for promotion. By closing this information, the pharmacy loses a powerful advertising tool. It is better to have fewer drugs on the shelf than to put them in a dense mess.

To correct the position of preparations relative to the angle of view of the buyer, you can use stands, slides.

Shelf placement rules.

When allocating retail space, specialists begin by assigning a place to each product in accordance with the volume of sales. The share of the product on the market should correspond to the share of the product on the shelf.

If the drug has a pronounced therapeutic effect, high sales figures and active advertising support, then it should not be removed from the window, citing the fact that the product is already selling well.

On the contrary, it should be given special attention, placed in a priority place. If the drug brings 30% of the profit (100% - all the profit from this therapeutic group), then it can be assigned 30% of the shelf occupied by the therapeutic group.

Priority rule.

Products that bring the greatest profit and have the best sales figures should be in the best places on the trading floor and on commercial equipment.

The most sold and profitable products should be in a priority place. It is necessary to analyze sales figures and select priority places accordingly. Demand should be defined in terms of money, not in terms of the number of packages sold.

For example, a drug worth 100 rubles, which is sold 1 pack per month, should occupy a large share on the shelf, and not a drug worth 5 rubles, which is sold 10 packs per month.

For a pharmacy, the lack of a profitable product on the shelf is a waste of money. In accordance with this, the location of the product on the shelf should take into account the sales performance of drugs in the pharmacy.

The rule of placing price tags.

The average buyer will not buy a product if he has no idea about its price.

The price of the product should be clearly marked and clearly visible to the buyer, the price tag should not cover the packaging of the drug or product.

Price tags should be arranged in such a way that it is extremely clear to the buyer which price tag refers to which product.

The location of price tags should take into account the angle of view of the buyer.

All price tags in the pharmacy must be designed in the same style, it is allowed to change the background and some details to draw attention to certain drugs or products.

TABLE OF CONTENTS

INTRODUCTION……………………………………………………………………....3

1. BASIC CONCEPTS AND THE ORIGIN OF MERCHANDISING ………………………………………………………..5

1.1 The history of merchandising……………………………………………...7

1.2 The current stage of development of merchandising……………………….9

1.3 Goals and basic rules of merchandising………………………....10

2. MERCHANDISING IN A PHARMACY, ON THE EXAMPLE OF AVICENNA PHARMACY………………………………………………………….……22

2.1 Evaluation of the effectiveness of the implementation of the most important elements of visual merchandising in the pharmacy market………………….25

CONCLUSION………………………………………………………………...32

BIBLIOGRAPHY …………………………………………………….33

INTRODUCTION

In the modern world, there are a huge number of manufacturers, sellers, distributors of goods and services. At the same time, any enterprise representing and selling products is interested in a developed and stably functioning sales system. The better and better the marketing strategy is thought out, the more products will be sold and the more profit the company will receive.

Global changes have taken place in the Russian pharmaceutical market over the past decades: property privatization, an increase in the number of pharmaceutical market entities, price liberalization, an increase in the range of goods and services sold by pharmaceutical enterprises. All this leads to the fact that supply is ahead of demand, that is, the seller's market has transformed into a consumer's market. The realities of the economy require a scientifically based approach to the organization of sales and the acquisition of new knowledge in a competitive environment. How did merchandising emerge as a response to market demands? discipline that develops a set of measures to increase sales at the point of sale.

The object of study of the course work? merchandising and its impact on purchasing power. The subject of the course work is the methods and techniques of merchandising used in the pharmacy business.

The purpose of the course work is a multilateral disclosure of the concept of merchandising, identifying nuances in the application of merchandising in the activities of a particular pharmacy organization.To achieve this goal, the following tasks should be performed:

· consider the general provisions of the scope of merchandising;

· to study the ways and means of applying merchandising in the field of pharmacies;

· consider the procedure for forming a positive image of the pharmacy;

· try to justify and recommend ways to improve the use of merchandising.

The work consists of two chapters, which consider the relevance of the work, goals, objectives and general rules merchandising, a specific area of ​​application in pharmacies, the formation of a positive image of a pharmacy in modern conditions is studied and considered psychological aspect sales of goods in pharmacies.

In this regard, the relevance of this work leaves no doubt. The studies carried out in this topic are of considerable interest to representatives of the pharmaceutical industry.

1. BASIC CONCEPTS AND THE ORIGIN OF MERCHANDISING

Experts call the XXI century? century of consumption of goods and services, which is due to scientific and technological progress and an increase in the standard of living of the population both in countries with developed and developing market economies. Come out in first place marketing strategies that focus not on similar products from different manufacturers, but on the services that the purchase of these goods will provide to the consumer.

Not so long ago, the pharmaceutical enterprises and organizations of our country were perceived as the last trade establishments. Pharmacies were, first of all, a place where medicines were distributed at symbolic prices. This situation changed with the introduction of a market economy. Firstly, a part of the pharmaceutical enterprises passed into private ownership, and the enterprises that remained in state and municipal ownership were transferred to self-sufficiency. Secondly, the rapid growth of the pharmaceutical sector, the opening of the market for Western and Eastern companies has led to increased competition, both between manufacturers and between wholesalers and retailers. As a result, while maintaining the role of pharmaceutical enterprises as, first of all, healthcare institutions, the issues of managing the market activity of an enterprise are becoming increasingly important.

Merchandising (from the English word "merchant" - merchant, merchant)? it is the art of trading.

Some sources claim that the word "merchandising" comes from the name of the god of trade and commerce in Greek mythology? Mercury, which implies the ability to carry out productive trading activities with the achievement of good financial results with concomitant luck and creativity.

In the conditions of constant growth of competition, merchandising is becoming increasingly important as a new concept for organizing trading activities at the present stage. The following are some definitions of the concept of "merchandising", found in various sources devoted to this marketing specialization.

Merchandising? this is:

· An integral part of marketing, activities aimed at ensuring the most intensive promotion of goods at the level retail;

· An integrated approach to the design and arrangement of the trading floor and the choice of an outwardly noticeable style of the enterprise, used for maximum rapid advance goods in retail trade;

· A set of activities aimed at increasing sales;

· A tool for promoting goods at the point of sale by creating an atmosphere conducive to purchases in the pharmacy organization;

· Principle of five "H"? the right product in the right place, at the right time, in the right quantity and at the right price.

In some foreign sources, the word "merchandising" has two meanings: actual merchandising and visual merchandising.

Merchandising in a pharmacy? This is an area of ​​marketing activity aimed at advertising over-the-counter drugs by attracting the attention of visitors to certain products at the point of sale in order to increase sales. Merchandising elements: the concept of the place, the appearance of the pharmacy, organizational design, equipment and equipment for workplaces, placement of goods.

The importance of OTC merchandising is determined by the development of self-medication, the possibility of choice, the availability of many identical drugs at affordable prices, and the majority of purchase decisions are made directly at retail outlets and pharmacies. Basic requirements for merchandising in a pharmacy? this is convenience, sales promotion, compliance with the requirements of regulatory authorities.

The benefits of merchandising are felt not only by the pharmacy, but also by the customer. The buying process becomes easier and more enjoyable for him. The buyer has the opportunity to immediately see all the goods on the showcase and choose what he needs.

1.1 HISTORY OF MERCHANDISING

Merchandising was born in ancient times, when people did not yet use money. Already during barter trade, the ability to beautifully and correctly lay out your goods, organize your trade and barter place gave good results to the first merchants. In ancient times, it was much more difficult for them than for our contemporaries, also because merchants often spoke different languages with your customers.

Since then, one of the rules of merchandising has become: "Everything should be clear to the buyer with minimal explanations from the seller." The scale of trade of the past centuries allowed the owner of a trading enterprise to personally control merchandising, think over its strategy, but the most important knowledge of the owner merchant was the knowledge of the favorable ratio of short-term and long-term profits.

Happened at the end XIX century, significant changes in the world economy, during the industrial revolution and the formation of machine production, mediated changes in merchandising in the form of its certain degradation. At this stage in the development of machine production, a greater number of people were attracted to the field of trade. People "from the outside" became sellers and managers of goods, i.e., this kind of activity ceased to be an intra-family affair. There was a decrease in the training of sales personnel, but it was no longer required to the same extent. Despite the growth in the volume of commodity mass, the commodity units themselves became impersonal in a certain way, as a result of which it was necessary to have only samples of batches of products in retail shops. Since production took place in monopoly organizations, no one was interested in the personal interests and needs of the buyer, he had to adapt to the consumption of mass-produced goods, because there was no other alternative.

Thus, the need for merchandising has ceased to be relevant. In the dawn of machine production, in the absence of a consumer market, both manufacturers and sellers felt completely confident and did not need additional sales promotion tools.

By the beginning of XX century, it became obvious that efforts to reduce costs without improving the appearance and ergonomics of the product are not able to give the desired result. Producers of goods began to pay increased attention to their aesthetics, such changes intensified the development of marketing communications, gave a great impetus to their development, and thus merchandising gets a "second life".

Rapid post-war (1950) growth in number and size trade enterprises and emergence retail chains led to the need to train salespeople in the art of merchandising. Specially trained employees began to stand out? merchandisers. The tasks facing them are becoming more and more complicated: large areas of new shopping centers make it difficult to analyze the relationship between layout, distribution of retail space and profitability of sales. To maintain the possibility of managing the sales process in the new conditions, special methods and programs are being developed. The constituent elements of merchandising are beginning to include various methods of influencing the psyche of potential consumers, stimulating them to make a purchase.

As a result of evolution, merchandising has become a sales tool that provides significant competitive advantages.

1.2 MODERN STAGE OF DEVELOPMENT OF MERCHANDISING

How often do they joke about fashion: “New? it's a well-forgotten old one." The importance of merchandising is growing not only in connection with the strengthening of the role of retailers. There have been major changes in the motivation and behavior of buyers. These today include the formation of a generation of "mature" consumers and the absence in the eyes of consumers of a significant difference in the properties of brands on the market. These two factors are inextricably linked. Features of "mature" consumption consist in the full awareness and use by the consumer of his rights to information when choosing guaranteed access to a variety of goods and services at competitive prices. Buyer start XXI century tends to weigh options more carefully and make acquisitions in accordance with the overall life strategy. He is not easily convinced by advertising and promotional methods, and is more knowledgeable about the retail industry. The main deficit that he experiences, ? it's a lack of time.

1.3 GOALS AND BASIC RULES OF MERCHANDISING

A well-thought-out merchandising program should help increase profits and increase the competitiveness of a pharmacy organization. The result of merchandising is to stimulate the desire of the consumer to choose and buy the product being promoted and sold.

Merchandising Goals:

1. Improving the convenience of buying (increasing customer loyalty). What is the main purpose of merchandising? facilitate the search for the goods necessary for the client in the pharmacy, make the purchase process convenient and even pleasant for the buyer.

2. Increasing the completeness of the assortment display. This goal is due to the fact that the consumer rarely pays attention to all the goods presented in the pharmacy. An increase in the number of goods not just displayed on the trading floor, but that have attracted the attention of the buyer, can significantly increase sales.

3. Drawing attention to individual goods. An important goal of merchandising is not only a general, but also a selective (selective) increase in the sale of certain pharmacy products.

4. Increasing the time spent by the buyer in the pharmacy. Every commercial enterprise has an interest in extending the time voluntarily spent in it by the buyer. With each additional minute, the likelihood of a buyer making a purchase also increases. There is a rule in merchandising: "The time we have is the money we don't have." Therefore, merchandising efforts should be aimed at ensuring that buyers make an informed choice in a short period of time.

Thus, in order to get the consumer to make a purchase, it is necessary to go through all the previous steps step by step, and for this, it is first of all important to develop an action plan and strategy.

Pharmacy atmosphere

It is desirable that the pharmacy evokes associations with life, light, health, cheerfulness. If it is pleasant to be in a pharmacy, and it cheers up even a person who feels unwell, then it will leave a good impression in the visitor's soul, and his interest in the pharmacy assortment will increase.

The atmosphere is made up of several factors:

Of course, the pharmacy begins with a sign. And also from the street showcase and the facade as a whole. The original solution for the appearance of the pharmacy will arouse the interest of a passer-by and turn him into a curious visitor. It is good if, starting from the facade, the pharmacy is designed in the same style (company logo on the sellers' badges, corporate colors for the design of the hall, branded shopping bag, etc.). This improves memorization. A pharmacy or a pharmacy chain that has its own individual style inspires confidence, a sense of responsibility, good organization, and professionalism.

Another component that forms the atmosphere of a pharmacy is ? lighting. It should be optimal so that the buyer does not have to strain his eyes or squint from too bright light. It is desirable that the light has a warm tone or be neutral white.

The color scheme of the interior also affects the perception. Studies show that warm tones (shades of red and yellow) and cool tones (shades of blue and green) have the opposite effect. Are warm tones exciting? even the physiological parameters of the body change: the heartbeat, breathing quickens, blood pressure rises. Cold tones, on the contrary, soothe, help the buyer to concentrate.

You can draw attention to a group of products using color contrasts:

Place next to packages of contrasting colors;

Place in the center of the group a product whose packaging uses the strongest contrasting shades;

Place the product on a contrasting background.

Contrasting colors? yellow, red and blue. Weaker and less annoying contrast: orange? violet? green (Appendix tab. 1).

However, the contrast should just attract attention, and not make it difficult to perceive. The indiscriminate use of contrasting tones only confuses.

Another rarely used component of the atmosphere? smells. What does the pharmacy smell like? Usually drugs. Customers are used to it, but it's important that the smell doesn't get too strong and evoke unpleasant associations with a hospital room.

And, of course, we should not forget about the convenience for visitors. Goods that are relevant for the elderly and disabled should preferably be located near the entrance and? if the pharmacy is two-story? only on the first floor. If the size of the room allows, put a couple of chairs, ? there will be somewhere to seat a restless baby while the mother chooses diapers for him, the elderly, frequent visitors to pharmacies, will have a place to relax. Plants and, of course, cleanliness create coziness and a homely, trusting atmosphere in the pharmacy, in which the visitor will want to linger.

Pharmacy layout

In a modern pharmacy, two main types of planning are accepted: a counter (closed) type pharmacy and a market pharmacy (with a display of goods on the trading floor).

An innovation has appeared in a pharmacy with a traditional counter: glass display cases in human height, where drugs are usually located on two levels: the first? at waist level, second? at eye or chest level. Such a showcase increases the product display area and brings it closer to the buyer.

When planning departments, it is necessary to take into account some patterns of customer behavior. As a rule, the buyer wants to find what he needs without traveling long distances and without returning to the same place several times. Most buyers? right-handers; they prefer to go straight ahead and tend to look and take goods on the right. When going around the hall, do most customers turn left? counterclock-wise. In this regard, the location of goods in the pharmacy can be divided into two main categories? strengths and weaknesses. (Appendix fig.2)

The space near the entrance should be as free as possible, there should not be any large advertising materials (billboards, large posters), equipment, large plants, etc. But it does not at all follow from this that all goods must be placed in the most accessible places directly opposite the entrance. It is not necessary that the buyer, as soon as he steps on the threshold of the pharmacy, immediately sees the goods in the window. It is important that from the first steps in the pharmacy, the buyer is informed about where to buy it. And then even a "weak" place will attract the visitor's attention.

Merchandising rules regarding product display

"Merchandising Loop". It seems to the buyer that he independently travels around the supermarket. In fact, he is "led". So, for example, when entering a pharmacy with a spacious trading floor, most customers tend to turn right and then move along the hall in a counterclockwise direction. Without noticing it, the buyer goes through almost the entire trading floor, making, in addition to the planned purchases, a lot of impulsive ones (Appendix fig. 1).

The purpose of merchandising at this stage is to direct customers to the most expensive and cost-effective products in the first place. And not only direct, but also keep them at these windows for as long as possible, attract attention, form positive associations and the desire to definitely buy these goods right now.

Laying out methods. When laying out horizontally, goods of the same name are placed on one or two shelves along the entire length of the showcase. This method is effective for selling large packages.

With the vertical method of laying out the goods of the same name are laid out on the shelves of one showcase in several rows from top to bottom. The advantage of this method? good visibility and a clearer differentiation of the laid out goods. Such a layout contributes to good visibility, better orientation of the buyer when choosing a product and speeds up the sales process (Appendix tab. 2). The data in the table show that buyers most actively perceive goods located in showcases at eye and hand level.

Most often, in practice, a combined layout method is used, combining horizontal and vertical. It allows you to make the most efficient use of the area and place more goods on the trading floor.

Rhythm in the layout? this is a repetition of goods of a similar size and other elements (price tags, decorative details, etc.) with an equal distance between them. Rhythm also helps create a sense of order. In addition, a good way to draw attention to a particular product (if the area allows)? is it to put several packages of this product so that it alternates with others? and forming a rhythm in the calculation, and more often catching the eye of the buyer.

Since the pharmacy? it is, first of all, a healthcare institution that operates with the permission and under the control of state bodies, then the display of goods should be carried out taking into account their requirements. Today, there is a list of prescription drugs (Order of the Ministry of Health of Russia dated April 22, 2014 No. 183 “On approval of the list of medicines for medical use subject to quantitative accounting”). In a pharmacy organization, the merchandising system is applicable only to over-the-counter medicines and other pharmacy products.

Merchandising rules regarding POS materials

· information display informs the buyer about the goods available for sale. The product is accompanied by brochures and posters;

· layout-consultation introduces the quality and methods of application;

· display-reminder reminds about related products, creates an image of the product.

Help to create an advertisement special means advertising. Their purpose is to direct the buyer to the product he needs. Compared to other ways of promoting a product, informational materials are relatively cheap and can partly compensate for the shortcomings associated with a lack of sales staff in the hall.

1. Rule of "Optimality". Intrapharmacy advertising should be placed for no more than 15-20% of drugs or goods. An excess of advertising tires and confuses the buyer. In the same way that a pharmacy defines its assortment, a pharmacy must select POS materials for the most profitable part of the pharmacy assortment.

2. Buyer Assistance Rule. Information should be easily accessible. It is desirable that the buyer could get most of the information on his own, studying the packaging, price tag or advertising poster, and not jostle in line in order to get an answer to an elementary question, for example, about the price of a product. Today, especially in a metropolis, it is easier for a person to visit another pharmacy than to endure inconvenience.

3. Rule "KISS".KISS ? (abbr. from English. Keepisshortandsimple) Keep it short and simple. Advertising appeals to the buyer should be simple and unambiguous. It is desirable that the advertising message evokes understanding from the first reading and is well remembered. Another important point of application of the KISS rule is the name of the therapy group. It is not necessary to use professional pharmaceutical vocabulary in appeals to the buyer. Inscriptions intended for buyers should be understandable to a person without a medical or pharmaceutical education.

4. The "Clean and Tidy" Rule. Shelves, products, and promotional materials must be kept clean and undamaged. Pharmacy visitors will appreciate the cleanliness and neatness of the pharmacy.

Merchandising rules regarding the product

1. The rule of "Assortment and trading stock". Trading stock? a collection of medicines and other items held by a pharmacy to cover future needs. Too much inventory worsens the turnover of goods of running groups and financial resources, and a lack of inventory leads to the loss of customers and a significant decrease in sales. One of the most important factors in the formation of the optimal set of goods? demand. It is necessary to create a stock level sufficient for the continuous presence of the assortment in the pharmacy.

2. Presence Rule. Products displayed on the shelf or advertised by POS materials must be available in sufficient quantities to meet demand. Encouraging a customer to first buy something and then deny him this opportunity is at least not ethical. In the absence of drugs or goods on sale that are actively advertised POS -materials or in the trading floor itself, the pharmacy not only misses out on possible profits, but also undermines the trust of customers. In the absence of the drug in the pharmacy, it is not necessary to leave its sample on the window, as the consumer is irritated by the lack of the product he has chosen (he understands that he was deceived, misled and he just wasted his time).

Recall that at present the main regulations governing information and advertising of medicines in Russia are federal laws: “On Advertising”, “On Medicines”, Decree of the President of the Russian Federation of February 17, 1995 No. 161 “On Guarantees of the Right of Citizens to Health Care in the Distribution of Advertising”, as well as additions to these documents.

3. Rule of rotation of goods in a pharmacy and shelf life? "FIFO". Control of expiration dates of products is to sell first of all the product, the remaining expiration date of which is less. In the practice of trade, there is even a stable abbreviation for the definition of this rule, which can be translated into Russian as follows: “First came,? the first to leave” (Eng. FirstIn ? FirstOut!). Incoming batches of goods must be sold only after the previous ones have been completely sold out. In the self-service department, the product coming from the inventory department is placed at the back, as customers take what is closer first.

4. The rule of "Determining the place in the window". When distributing retail space, specialists begin by assigning a place to each product in accordance with the volume of sales. If the drug has a pronounced therapeutic effect, high sales rates, active advertising support, then it should not be removed from the window, citing the fact that the product is already selling well. On the contrary, it should be given special attention, placed in a priority place. For a pharmacy, the lack of a profitable product in the window? it's a waste of money.

6. Rule "Placement of price tags". Appointment of a price tag? provide the buyer with price information. The average buyer will not buy a product if he has no idea about its price.

Visual merchandising rules

1. Figure and background rule. Highlighting one drug against the background of others increases sales not only of this drug or product, but also of the group as a whole. A person always selects one object from the environment, while other surrounding objects become the background for some time. We use the figure and background rule when we want to focus the buyer's attention on a particular drug or product to promote it.

The selection of a figure against the background can be achieved by:

· quantity or size, for example, the quantity of one product is larger than another, or the product is large in size;

· bright colors? red, yellow, orange colors are recognized by a person faster. Also, a person pays attention to shiny or luminescent paints. Drugs with bright-colored packaging are more likely to become a figure;

· non-standard form of goods or packaging. In this case, the effect of novelty is triggered: a person tends to quickly notice everything new and unusual in his environment. Therefore, a non-standard, original product or packaging will be quickly noticed by the buyer;

· product illumination. What is well lit is better seen. Used when trading in goods that the buyer should consider carefully;

· POS materials for the goods. Properly placed POS materials are designed, firstly, to draw the attention of the buyer to a particular product, and secondly, to separate it from other similar products.

2. The rule of "Switching Attention". In addition to the fact that a person is inclined to single out a figure in the visual field, he needs to switch his attention, that is, to search for the next figure in the background. This means that it is impossible to place the same type (even bright) product in a long, strict line without visual accents. In such cases, switching attention can be provided by POS materials. The other extreme? too many products of different shapes, colors and sizes in one place? also does not allow a person to easily switch from one subject to another.

3. Grouping rule. The grouping rule reflects the peculiarities of a person's perception and the peculiarities of his thinking. It is easier for a person to perceive information if it is grouped. Ideally, drugs should be grouped for several reasons at the same time, for example, by therapeutic group, brand name, method of application (topical, internal), etc. The main task? lay out the preparations so that the buyer can easily navigate in it.

4. Rule "7 ± 2".According to research in the field of psychology, is the scope of human perception limited? at one point in time, he can "grab" and remember only five to seven, a maximum of nine items. In a pharmacy, this number is reduced to three to five, because during the purchase process, the buyer performs several actions at the same time. It can be recommended that the number of brands or POS-materials in one row, on one showcase does not exceed five.

5. The rule of the "Dead Zone". Everything that a stationary person sees around him is called the visual field. Objects that fall into the lower part of the visual field are often left without attention. In this case, the lower left corner is the most unfortunate, ? where a person's gaze stops least of all. Accordingly, the lower shelves of showcases, as the least inspected, should be occupied by large packages (for example, baby diapers).

Products? "magnets"

The route that customers take around the pharmacy can and should be adjusted to ensure that all areas of the hall are visited with a high frequency. This is achieved through the so-called bait products or magnet products (products that are most often sought after by buyers: for example, the same diapers in a children's pharmacy). By placing a popular product at the end of the hall and at the same time, indicating its location using “silent help” and other merchandising tools, you will “force” the buyer to go through the entire pharmacy to the cherished product. Along the way, he will get acquainted with products that he had simply not seen before.

Pharmacy signs and signs

The so-called “silent help tools” help to regulate the flow of the customer flow by indicating the location of product groups and settlement nodes. Pointers are made in the form of inscriptions or symbols. Symbols, as well as inscriptions, should be easily recognizable. The color scheme of the pointer should contain no more than three colors. It is desirable that all signs be made in a single format and consistent with the style of the pharmacy. The pointer should be large enough to be noticed.

It is necessary to know all of the above merchandising factors and not to miss any of them, that is, you need to clearly understand what needs to be done and what we will get as a result of these actions. And for this it is necessary that the head of the pharmacy, as well as ordinary employees, be trained in the basic skills of pharmacy merchandising and know the rules for displaying goods in a pharmacy, otherwise the maximum possible profit will not be achieved.

2. MERCHANDISING IN A PHARMACY, ON THE EXAMPLE OF AVICENNA PHARMACY

After studying the theoretical material, we will consider the use of visual (demo) merchandising in a pharmacy. "Avicenna"? a pharmaceutical network that has been on the market for a long time and has managed to win the trust of regular customers. Pharmacy establishments of the company are located on the territory of the city of Gelendzhik and the Gelendzhik region.

To date, LLC MFO "Avicenna"? this is a whole network of pharmacy enterprises; highly professional team of pharmacists and doctors; own staff training strategy; unified pricing and assortment policy; automated business process and inventory management system; career opportunity and professional growth for staff; round-the-clock or extended hours of operation; information and reference center.

Organized and headed LLC Medico-Pharmaceutical Association "Avicenna" Ledin V.O., candidate of medical sciences, neurosurgeon.

On July 17, 2007, he opened the largest pharmacy-market in the city of Gelendzhik on Polevaya Street, 29a. The concept of the pharmacy assortment policy is completely unique. A person who is puzzled by the preservation, maintenance or restoration of healthy body functions will certainly find here not only the right drug, but also receive the necessary recommendations from an experienced consultant. Convenient location, as well as a wide range of medicines, the presence of a prescription department quickly gained popularity among the population. In the same year, on August 20, a pharmacy branch opens at 125 Lunacharsky Street.

A year later, Avicenna Medica No. 1 was opened on the second floor of the pharmacy on Polevaya Street. This is a medical center with

opportunities for high-quality examination of various categories of patients in the main modern and progressive areas of laboratory diagnostics. The center produces a huge list of studies, from simple clinical blood and urine tests to the most complex studies (hormones, tumor markers, allergens, infections, immune status, genetic passport, osteoporosis, diagnosis of rheumatoid diseases, etc.).

In 2010, a pharmacy was opened in the village of Divnomorskoye. In May 2011, a pharmacy was opened in the city of Gelendzhik on 16 Pervomaiskaya Street, socially oriented towards vulnerable segments of the population. The pharmacy is designed for people with different incomes, including minimal. Social orientation activity is determined not only by the low level of prices, but also by a fixed minimum premium for the most popular medicines, the so-called “drugs of the first demand”. In addition, the system of discounts on discount cards is successfully working. All this ensures the availability of goods for all categories of citizens.

On June 26, 2012, a large modern pharmacy was opened on Griboedova Street, d. 29, focused on the needs of children, pregnant women, women in the postpartum period and newborns. The pharmacy, in addition to the standard assortment of the pharmacy market, offers customers a wide range of medicines for children, children's cosmetics and hygiene, children food, funds for pregnant women and nursing mothers. There is also a children's corner in the pharmacy, where children can play under the supervision of qualified specialists, while parents choose a product or receive advice.

July 1, 2013? opens a pharmacy in Gelendzhik on Mayachnaya street, 1. In the same year, on October 8, the opening of Avicenna Medica No. 2 took place? second medical center with a range of high quality medical services and the latest equipment, which is located on Griboyedova street, 29.

This year, on April 6, it is planned to open a large pharmacy market at 67 Ostrovsky Street.

Such dynamic growth and successful development of the company depend on the skillful management of personnel, the culture of the pharmacy organization, economic activity planning, strategy, marketing, including merchandising.

The Avicenna network has single standard external and internal design, merchandising elements, packaging material. One of the principles of the organization is the creation of spacious, convenient for visitors, decorated by designers, automated by modern technology pharmacies.

For supporting high level maintenance and staff development, the company has a training center where employee training courses are held on a regular basis. To improve the quality of services provided and increase work efficiency, the company regularly conducts marketing activities together with manufacturing companies.

Special software preparations are actively used to ensure the activities of the stock department and various pharmacy divisions, allowing you to build the necessary financial and analytical reports. By the way, modern information systems make it possible to conduct competitive purchases of products. From here, it becomes possible to sell goods at the lowest market prices, which has already been repeatedly noted by many visitors to the network.

Currently, the trading floors of the pharmacy chain are represented by two types: traditional? with divisions full service like a supermarket? with partial service and more self-service. Each of these types has its own specific merchandising features.

There are no universal methods of merchandising in the pharmacy chain "Avicenna", for each pharmacy the display of goods is selected individually. If there is sufficient space, an additional display of “travelling”, but not leading in terms of profitability positions for the most “profitable” goods is made in order to draw the attention of the buyer to them.

2.1 EVALUATION OF THE EFFICIENCY OF THE IMPLEMENTATION OF THE MOST IMPORTANT ELEMENTS OF VISUAL MERCHANDISING IN THE PHARMACY MARKET ON STR. GRIBOYEDOV, 29

The essence of visual merchandising is to stimulate retail sales through drawing the attention of end customers to certain brands or groups of goods at points of sale without the active participation of special personnel.

Among the most important aspects of visual merchandising in this pharmacy are the following:

1. Management of consumer attention. Behavior management activities are effective and do not lead to irritation on the part of the buyer, the natural human system and its components are taken into account: reflexes, attention, perception, as well as perception illusions.

2. Internal layout of the pharmacy. To attract maximum attention to the pharmacy on the street, to cause a desire to go in, a bright luminous signboard, as well as a landscaped adjacent territory, can cause. The pharmacy sign is clearly visible on both sides of the street, it is illuminated around the clock, and is in good condition. The sign of the entire Avicenna chain is made in a single corporate identity, which subconsciously evokes a sense of solidity and sustainability of the company in buyers.

3. Placement of inputs and outputs. This pharmacy has only one entrance and exit. The entrance to the pharmacy is clearly marked. There is a ramp and railings. The entrance area is clean and tidy. Entrance doors are transparent, there are no ads and advertising information on them.

Pharmacy market "Avicenna" on Griboedova street, 29 specializes mainly in the sale of children's goods and baby food. Product range: medicines, cosmetics and hygiene products for children, baby food, products for pregnant women and nursing mothers, cosmetics for body and face care, oral care, soap, shampoos, bath foams, orthopedic products, children's orthopedic shoes , children's toys, goods for newborns.

4. Accounting for the degree of novelty of equipment. In this pharmacy, from the equipment: double-sided open racks, showcases, slides, stands, trade inventory, cash register equipment. All equipment is new, clean and in good working order.

5. Neatness. The hall is clean. There are no unpleasant odors. Advertising materials are placed neatly. There are no foreign objects on window sills, cabinets, in the checkout area. The shelves where the goods are placed are clean. Slides and shelving have a neat appearance.

6. Intra-pharmacy information is located near the place of its use, that is, next to the product or place of payment, the labels on the product being sold are well fixed, there is always a price tag. The price tag (barcode) is pasted on the packaging so as not to cover the name of the product, manufacturer, expiration date. The price tags are designed and placed uniformly.

7. The staff uniform is made in the same style (fabric, color, style, finish), with embroidery of the pharmacy emblem. The clothing style allows the organization to create a single image.

8. Equipment installation system and placement of calculation nodes, in this case, ? the layout and arrangement of equipment is done correctly, buyers move around the entire perimeter of the pharmacy's trading floor, which makes them look closely at the goods and make purchases. The cash register is located in the center, which is very convenient for customers.

The path of the buyer to the prescription department and the checkout (“merchandising loop”) is organized as long as possible. The route of the buyer's movement is adjusted so that all areas of the pharmacy are visited with a high frequency. This is achieved through the so-called "goods-magnets" and a convenient navigation system.

The existence of "cold zones" and "hot zones" indicates a fairly rational distribution of operating space in this pharmacy. In the best places, in hot zones, there is a running impulse product. In cold areas? strictly targeted goods and goods with low demand.

Moreover, the pharmacy has significant competitive advantages in relation to other pharmacies: there is only one in this area, and therefore buyers prefer to go here.

9. Display of goods. In the practice of visual merchandising of this trading enterprise, two ways of displaying goods are combined. Is the distribution of goods of the same type strictly observed in the vertical layout? from smallest to largest. The smaller product is located on the upper shelves of the showcase, respectively, the larger one? on the lower, for example, hygiene products.

With a horizontal display, one or another product is placed along the entire length of the equipment. The layout takes into account that on the lowest shelf of the showcase, goods of large sizes or cheaper ones should be placed.

The product in an open display is aligned along the front line of the shelf, laid out in one row in height (packages cannot be stacked one on top of the other, an exception? It is allowed to place products in two rows if they are of the same name, but different packaging, for example, infant formula.) The product is placed in one row in depth, so as not to overlap the information on the packages and is available at arm's length, it is easy to remove it from the shelf, while adjacent packages do not fall.

The goods in closed showcases are placed so as not to overlap the information on the packages. The goods are facing the front of the package to the buyer. Display shelf space is distributed in such a way as to attract the attention of pharmacy visitors, ensure quick sale of goods and increase sales efficiency.