 |      |  | October 2009 Welcome to the latest
edition of instigo insight. Spring is finally here! With a focus on the new season, this issue aims to help you get the most out of the coming months. Tips from our retail expert will show you how you can boost sales through a smarter store layout, we explain how to successfully build a weight loss category in your pharmacy and one of the most recent pharmacies to launch the LifeClub loyalty program share their
success.
For more information on these topics and more, call a member of the instigo team on (02) 9248 2600 |
| | Customers and Pharmacies Reaping the Rewards |
With customers feeling the pinch a little more of late, the importance of rewarding our customers in order to retain them has become extremely important to stop them from 'shopping around'. One pharmacy, who has recently installed the LifeClub Rewards Program, has seen straight away how many their customers enjoy being rewarded for their
loyalty.
In June 2009, Karen Carter Chemist at Gunnedah NSW, installed the LifeClub Rewards Program, and has seen some phenomenal results. Within the first 6 weeks of having the program, the store had already enrolled over 1,770 customers onto LifeClub, with those customers spending an average of almost $27 per transaction. Together these customers spent nearly $114,000 on front of shop purchases using their LifeClub cards!
Karen Carter stated, "The customers love seeing their
reward balance grow every time they visit the store! With their balance updating on the card after each transaction, they can see exactly how much they are getting back from our pharmacy."
If you want to reward your loyal customers daily, and are interested in the LifeClub Rewards Program contact info@lifeclub.com.au for more information. |
| | Get Your Pharmacy in Shape for Spring! | As pharmacists we are
dedicated to looking after the health of our customers, but what about the health of our stores? The right store layout, smart use of product displays and innovative in-store marketing ideas all go a long way towards increasing traffic and boosting sales. Here are some of the basic check points to consider... · The pharmacy is well illuminated and aisles are free from clutter
· Customers reach the
dispensary indirectly, passing visual displays and special offers along the way
· Gondola ends are used to highlight seasonal products and specials
· Disk displays are employed in areas where customers naturally gather
· Free Window space is used to promote product and communicate your key messages
· Shelf ticketing is clear and professional
· Internal displays are simply designed, so customers are attracted to stock and
feel comfortable taking it
· Displays and category layouts are periodically changed to keep it fresh
· Stock is replenished and faced up every day to increase shelf shout
· Marketing messages are clear and not competing for attention - less is more! |
Is your store ticking all the boxes? A detailed Retail Health Check from an independent
expert will quickly highlight the areas that require focus and provide solutions that will help you to increase your sales per square metre. Schedule in a retail health check now and get your pharmacy in great shape for spring. |
| Building a Sustainable
Weight Loss Category |
Whilst a weight loss category can be perceived to only consist of actual weight loss products, there is far greater
growth potential to this category. Products such as sugar free lollies, low fat wafers, diet jelly, as well as Benefibre, pedometers and blood pressure monitors complement the weight loss category and can be sold as a companion sale. To see an increased growth in this category, your staff need to be confident in selling other products which will benefit the customer. Each time a weight loss product is sold, a complementary product can also be sold. Proper planogram implementation is very important in the weight loss category, with suitable consideration given to adjacencies. Customer sight lines, proximity to consultation areas and even privacy considerations should be incorporated when determining the best planogram to implement. By incorporating complementary products and building the category, you will be setting your weight loss category up as a destination for your weight loss customers; a place where they can buy
all their weight loss needs. Case study "AAA" Pharmacy implemented a weight loss consultation program in August 2008. The store was merchandised based on a planogram and experienced the following sales growth within the first 6 months: |
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