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 the 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 examine the relevance of the work, goals, objectives and general rules of merchandising, a specific area of ​​application in pharmacies, explore the formation of a positive image of a pharmacy in modern conditions and consider the psychological aspect of selling 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. Marketing strategies come to the fore, focusing not on similar products from various 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 retail level;

· An integrated approach to the design and arrangement of the trading floor and the choice of an outwardly noticeable style of the enterprise used to maximize the rapid promotion of goods in retail;

· 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 ​​\u200b\u200bwith their 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 reduction in the training of sales personnel, but it was no longer required to the same extent. Despite the growth in the volume of the mass of commodities, 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".

The rapid post-war (1950) growth in the number and size of commercial enterprises and the emergence of retail chains led to the need to train salespeople in the art of merchandising. Specially trained employees began to stand out? merchandisers. The challenges facing them are becoming increasingly complex: the large areas of new shopping centers make it difficult to analyze the relationship between layout, distribution of retail space and sales profitability. 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 their 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 products. 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 with poor health, 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, getting into 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.

Special advertising media help to create an advertising layout. 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 absence 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 regulatory acts regulating information and advertising of medicines in Russia are the 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 Protect health when distributing 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 on several grounds at the same time, for example, by therapeutic group, brand, 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 wanted 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.

You need to know all of the above merchandising factors and not 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 the 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; opportunities for career and professional growth for employees; 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 at 16, Pervomaiskaya Street, socially oriented towards the vulnerable segments of the population. The pharmacy is designed for people with different incomes, including the minimum one. The social orientation of activity is determined not only by low 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, baby food, products 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? the second medical center with a range of high-quality medical services and the latest equipment, which is located at 29 Griboedova Street.

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 chain has a single standard for external and internal design, merchandising elements, and 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.

To maintain a high level of service and improve the skills of employees, the company has a training center where employee training courses are held on an ongoing basis. To improve the quality of services provided and increase work efficiency, the company regularly conducts marketing events 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 the allocation of full service departments and the type of 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 by drawing the attention of end customers to certain brands or groups of goods at the point 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 style, which subconsciously evokes a feeling of solidity and stability of the company among 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, soaps, 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 equipment, cash register equipment. All equipment is new, clean and in good order. All lighting devices in the trading floor and equipment work.

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 uniform of the staff is made in the same style (fabric, color, style, finish), with embroidery of the pharmacy logo. The style of clothing 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 pharmacy institutions: it is the only one in the 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.

Knowing the general rules of merchandising that apply in a pharmacy, you will increase the turnover of your organization and thereby profit.

If you do not have enough knowledge in this area, then you can turn to specialists who offer merchandising services.

1. relating to the goods.

Trading stock rule.

The formation of the required level, 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 collection of drugs and other goods stored in 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 volumes.

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, should be carried out according to the principleFIFO "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.

2. Rules merchandising relating to the presentation of goods.

Presentation rule.

Items displayed on the shelf or advertised by POS 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. 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.

1. 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.
2. Price tags should be arranged in such a way that it is extremely clear to the buyer which price tag refers to which product.
3. The location of price tags should take into account the angle of view of the buyer.
4. 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 goods.

3. Rules merchandising concerning POS - materials.

The rule of optimality.

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.

The manufacturer always strives to place the maximum range and promotional material in pharmacies with a high level of sales. Thus, in the pharmacy it is necessary to single out a person or group responsible for the work on the design of the trading floor.

Buyer Assistance Rule.

The task of advertising in a pharmacy is to ensure that the buyer meets the product. A buyer considering a product is more likely to buy if he receives the information he needs about the drug or product. Information in a pharmacy should be presented in such a way that it is easy for customers with different individual characteristics to obtain it.

KISS rule.

KISS - (short for Keep is short and simple) Keep it short and simple.

It is necessary to remember that POS materials are made by people, even with a special education, it is human to err. Therefore, before placing an advertisement in a pharmacy, think about how it will be perceived by pharmacy customers and how it will affect sales.

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.

Labels intended for buyers should be understandable to a person without a medical or pharmaceutical background. So, "antipyretics" should be replaced by "antipyretic drugs", "analgesics" by "painkillers".

Rules for placement of advertising materials.

1. When placing in-pharmacy advertising, one should take into account the possibilities and limitations for its placement.
2. No need to overload the pharmacy with POS materials.
3. POS-materials should be placed only on the most profitable drugs or goods, i.e. on those drugs that "are already selling well."
4. POS materials should be placed next to the drug or product, or on the way to it.
5. Old and damaged POS materials must not be used. POS materials should not interfere with first-timers or buyers.

The rule of cleanliness and tidiness.

Shelves, products, and promotional materials must be kept clean and undamaged.

Most often, in the pharmacy you can find damaged wobblers, worn and deceived stickers, and mobiles that have faded in the sun. All these promotional materials must be replaced with new ones or removed from the pharmacy.

Due to the rapid wear of wobblers, many pharmacies refuse to place them. Another problem is traces of adhesive substance for fixing POS materials.

Before attaching POS materials to the point of sale equipment, make sure that no marks are left on the point of sale equipment after removal. Pharmacy visitors will appreciate the cleanliness and tidiness of the pharmacy, spend more time shopping and come back for repeat purchases.

4. Rules merchandising visual perception.

Rule of figure and background.

The selection of one drug (the leader in the group) against the background of others increases the sales volume not only of this drug or product, but also of the group as a whole. A person always singles out one object from the environment, while other surrounding objects become the background for some time.

We use the Rule of Shapes and Backgrounds when we want to focus the buyer's attention on a particular drug or product for its promotion.

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

1. quantity or size , for example, the quantity of one product is larger than another, or the product is large in size.
2. bright colors . Red, yellow, orange colors are recognized by a person faster. Also, a person pays attention to shiny or luminescent paints. A product with brightly colored packaging is more likely to become a figure.
3. Non-standard shape 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.
4. Product highlights. What is well lit is better seen. Used when trading in goods that the buyer should consider carefully.
5. 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.

Within the framework of the Rule of figure and ground, we also find the answer to the question of why a person pays attention to what is in the center. It automatically starts looking for a shape in the background, even if it is not selected.

Eye Level Rule.

In the zone of the greatest concentration of human attention are objects located at eye level, more precisely, in the zone ± 20 cm from the eye level of an adult of average height, which usually means the second and third shelves from the top with a standard five-to-six-shelf rack. Items placed at eye level sell much better than other shelves. When placing products that are designed for children, you need to take into account the level of the child's eyes.

Dead zone rule.

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. At the same time, the lower left corner is the most unfortunate - there the person’s gaze stops the least. Accordingly, the lower shelves, as the least inspected, should be occupied by large packages (for example, baby diapers) or product stock.

Attention Switching Rule.

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, i.e., 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: vertical delimiters, shelf talkers, etc.

The other extreme - too much product of different shapes, colors and sizes in one place - also does not allow a person to easily switch from one item to another, accounting for only 5% of sales.

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, a product should be grouped on several grounds at the same time, for example, by therapeutic group, brand, type of product, method of application (external, internal), etc.

The main task is to lay out the product so that the buyer can easily navigate it.

Rule 7 ± 2.

According to research in the field of psychology, the scope of human perception is 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 3-5, because during the purchase process, the buyer performs several actions at the same time. It can be recommended that the number of products, brands or POS materials in one row, on one showcase does not exceed five. For example, five remedies called "for diseases of the veins," five kinds of toothbrushes, and so on.

Rule of visual perception of color.

Color has a strong emotional impact on a person. Not the last role is played by the saturation of the color, its shades or combination with another color. Bright, saturated tones attract attention much faster than pale ones.

Light shades are more pleasing to the eye than dark ones. A person's perception of color and attitude towards it also depend on what kind of object is in front of him and what function the color carries.

The use of the same color scheme when decorating the interior of a pharmacy, creating an advertisement or drawing attention to a particular drug or product does not always lead to the same desired result.

Successful lighting increases sales, and unsuccessful lighting reduces sales of even a sought-after product. People tend to fix their eyes on those objects that are well lit and, accordingly, clearly visible.

The general level of illumination that creates mood and affects the desire of the buyer to approach and examine the product.

The low level of lighting in the sales area, combined with spot lighting of individual products, creates a cozy atmosphere in the pharmacy, conducive to a leisurely choice of drugs or goods.

A high level of illumination has an exciting effect on a person, causes an atmosphere of celebration, celebration. Accent lighting highlights individual elements/showcases and draws attention to them.

When there is insufficient lighting, customers will tend to quickly walk through the pharmacy, they are not inclined to stop at the windows and examine the goods. Some pharmaceutical companies use this technique with success, placing flashing lights next to the drug or embedding them in a product packaging sample.

Nina Telpukhovskaya, business coach.

Send your good work in the knowledge base is simple. Use the form below

Students, graduate students, young scientists who use the knowledge base in their studies and work will be very grateful to you.

Similar Documents

Fundamentals, rules, principles, tools and standards of merchandising. Requirements for the organizational system of pharmacy sales. Window dressing rules. Advertising as an engine of trade. Psychological aspects of communication between a pharmaceutical worker and a buyer.

term paper, added 12/24/2013


Features of pharmaceutical marketing in retail pharmacy organizations. Methods of applying marketing techniques in modern conditions of pharmacies. Analysis of the effectiveness of the use of marketing technologies in pharmacy organizations in the city of Saratov.

term paper, added 03/06/2012


The essence of the assortment policy in pharmacy organizations, the principles and patterns of its formation, the requirements. Ways and methods of assortment management. Research and analysis of the assortment policy of the pharmacy organization "Pharmacist".

term paper, added 09/07/2014


Analysis of the OTC drug market, assessment of the volume of pharmacy sales. Understanding antihistamines: prices, preferences, characteristics. A plan of promotional activities to promote a new drug aimed at pharmacists.

thesis, added 05/04/2011


Merchandising as a direction of marketing that promotes sales by attracting the attention of buyers to the product without the participation of special personnel. Formation of the assortment, organization of the trading floor, showcases, exhibition stands.

term paper, added 11/28/2009


Groups of cosmetic products presented in a pharmacy. Reasons for the decline in the growth of the domestic market of cosmetics sold in pharmacy chains. Pharmaceutical market growth forecast. Projection methods for researching the market of pharmaceutical cosmetics.

report, added 02/28/2011


Consideration of the essence and main components of merchandising in retail. Design of retail space in a pharmacy. The importance of the work of a pharmacist in the sale of medicines. Stages of sales in a pharmacy and establishing personal contact.

term paper, added 04/01/2018


Assessment of the prospects for the development of the timber industry complex in Russia. Estimated market capacity. The dependence of sales volume on the increase in advertising funds. Marketing map of the market. SWOT analysis of lumber sales. Marketing budget calculation.

term paper, added 11/28/2012

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.

↯ More articles in the journal

The main thing in the article

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

Today, pharmacy organizations are in a state of constant competition with each other, and therefore, in order to achieve certain success, they strictly control the quality of 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, the differences in customer parameters characteristic of different types of pharmacies are a key factor in the assortment policy.

In the article of the New Pharmacy magazine, we will talk about the division of pharmacies into sleeping and passable ones, we will conduct an express analysis of the throughput 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, etc.

Many pharmacies make a typical mistake - they 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 the pharmacy's turnover is made up of medicines. Therefore, in closed display pharmacies, at least 30% of the assortment should be medicines. For open display pharmacies, this figure is at least 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 make the right choice of positions for the calculation.

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 names are posted only if the demand for them at the 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 demanded 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 antiviral drugs, painkillers, remedies for intestinal disorders, etc. There should be no more than 15 items in total, 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.

It is necessary to use the names of the headings that are understandable to a simple person without a 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 calculation.

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 product groups are 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 a specific example of merchandising in a pharmacy - the display of 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.

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.

↯ More articles in the journal

The main thing in the article

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

Today, pharmacy organizations are in a state of constant competition with each other, and therefore, in order to achieve certain success, they strictly control the quality of 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, the differences in customer parameters characteristic of different types of pharmacies are a key factor in the assortment policy.

In the article of the New Pharmacy magazine, we will talk about the division of pharmacies into sleeping and passable ones, we will conduct an express analysis of the throughput 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, etc.

Many pharmacies make a typical mistake - they 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 the pharmacy's turnover is made up of medicines. Therefore, in closed display pharmacies, at least 30% of the assortment should be medicines. For open display pharmacies, this figure is at least 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 make the right choice of positions for the calculation.

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 names are posted only if the demand for them at the 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 demanded 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 antiviral drugs, painkillers, remedies for intestinal disorders, etc. There should be no more than 15 items in total, 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.

It is necessary to use the names of the headings that are understandable to a simple person without a 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 calculation.

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 product groups are 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 a specific example of merchandising in a pharmacy - the display of 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.