A concept store featuring “best practice” for members of AAH Pharmaceuticals
Ltd’s Vantage Refresh symbol trading group has been unveiled by AAH.
Speaking during a visit by the pharmaceutical press to the pharmacy on September
21, Mr Ian Bray (marketing director, AAH) said that the concept store was a
showcase for best practice in independent community pharmacy. Ideally, AAH wanted
to see all the pharmacies in the Vantage Refresh scheme looking like the concept
store.
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| AAH would like all its Vantage Refresh pharmacies to look like the new concept store |
Tettenhall Wood Pharmacy is situated in a parade of shops in a suburb of Wolverhampton,
West Midlands. The premises have had £50,000 spent on refurbishment and
store fittings to allow the pharmacy to undertake a minor relocation into the
building. The cost of the refit has been shared between the pharmacy and AAH.
The main features of the concept store are minimal window displays; clearly
merchandised displays with pictogram disks above identifying product areas;
a front-of-shop display of pharmacy (P) medicines behind drop-down Perspex covers;
a much reduced pharmacy counter; new uniforms for pharmacy staff; a private
counselling area; and a continental drawer system in the dispensary. Some of
the features, including the P medicine displays and the dispensary drawers,
have been drawn from those used in refurbished Lloyds Pharmacy branches.
The range of products stocked by the pharmacy has been extensively analysed
and a large number of lines, which AAH felt were not appropriate, have been
discontinued. The idea, Mr Bray said, was to produce a community pharmacy which
was appropriate to its area and the demographics of the local population.
Mr Jeremy Southall (pharmacist, Tettenhall Wood Pharmacy) said that his customers
were pleased with the new look. One result of the new layout was that he and
his staff were spending more time out in the front of the pharmacy talking to
customers. The more open P medicine display had encouraged people to ask more
questions about the different products stocked, he said.
One area which is being promoted within the pharmacy is community health services,
or diagnostic testing. As well as a separate display area next to the pharmacy’s
front window, there is also a price list display near to the dispensary. Mr
Bray said that the price list sent a message to customers that the pharmacist
was an expert they could consult. In addition, pharmacists could approach local
primary care groups or their equivalents and offer to undertake some of these
services for them.
AAH is planning to develop two more concept stores. These will be located in
a city centre and in a rural area. They will have similar internal layouts but
different product ranges.