Be ready for the Christmas rush
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During the festive season some customers may enter
your pharmacy for the first time. Hannah Pike (editor, Hospital Pharmacist)
finds out how proprietors can get their stores and staff ready
to impress
them,
while maintaining
a professional image
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Community pharmacies historically carry out their highest
numbers of transactions during the festive season, and pharmacy managers
should be ready to capitalise on this.
“Footfall into pharmacies
increases dramatically in the run up to Christmas,” says Steve
Voyse, retail services manager at Numark. “Customers often think
they need to stock up on their prescription medicines even though most
pharmacies are only closed for one or two days.” Christmas gifts
Pharmacies have traditionally been a destination for Christmas
gift shopping, and shelves of larger stores are often filled with gift
packs containing
toiletries, etc.
“There is no harm in stocking these products — they
often have a good profit margin and are popular impulse purchases,” says
Mr Voyse,”but you need to be careful about which lines you are
cutting down on to make space.”
Mr Voyse emphasises that proprietors
need to keep their stores looking professional all year round. “These
items do not portray what pharmacy is about,” he adds.
It is also a question of balance. Raj Nutan, pharmacy business manager
at the National Pharmacy Association, says: “As a business person
you need to satisfy the needs of your customer. You do not want customers
going somewhere else to get their Christmas gifts and taking their prescriptions
with them.”
Sanjay Pathak, commercial services manager at Unichem
Professional Services points out that these products should be ordered
carefully because they
can be difficult to sell after Christmas. “Think about gifts sets
which are not depicting the festive season … this will give you
a fighting chance of selling these products in the new year as birthday
gifts, for example.”
But he warns: “Although it is important
to try and maximise the opportunities of the festive season, it is also
important to remember that you are first and foremost a pharmacy.” Store layout
Store layout should differ each season to keep the displays
looking fresh. Mr Nutan suggests dedicating one area of the shop to the
festive period. “In
November and December this can display Christmas gifts. After Christmas
this area could be dedicated to products for those who have over-indulged,
such as indigestion remedies.”
He added that in the New Year
this display could change again, and could be devoted to weight loss,
detox and smoking cessation. Medicine stocks
Pharmacy proprietors should be aware of what products
are being promoted to the public through television campaigns and
magazines each season.
Mr Voyse points out that Numark members can keep up to date via “The
Wholesale” magazine, and other proprietors should liaise with
product manufacturers or representatives to keep up to date.
Mr Voyse says that this time of year is a good time to make customers
aware of the advice available in a pharmacy that they would not receive
if they were to pick up a GSL product from a supermarket shelf, for example. “There
is a huge opportunity to capitalise on your consultation area,” he
adds.
Make sure your pharmacy team
is well prepared
Pharmacy proprietors need to get their staff rotas
organised early. Regular staff are likely to want time off over
Christmas and many
pharmacies take on temporary staff.
Raj Nutan, pharmacy business
manager at the National Pharmacy Association, explains that it
can be difficult hiring temporary staff for a pharmacy because
of the
training required, although they can be useful for tasks such as
stacking shelves, taking deliveries and selling retail goods.
“Christmas
temps are more suitable for larger stores which may have a separate
till for retail goods, or a perfume counter, for example. Smaller
businesses may be able to cope with existing staff,” he says. “Some
stores might want to offer a staff incentive such as giving them
a few hours off to do their shopping.”
Saturday staff, who
may be students, might be willing to work some extra days over
the holidays, Mr Nutan adds.
“Great customer service and really taking the time to understand your
customer needs will lead to many return visits,” says Sarah
Cameron, a pharmacist at Boots the Chemist in Nottingham. “It
is important to invest time in training your pharmacy team to be
confident and knowledgeable and to be ready for the winter rush.”
Sanjay Pathak, commercial services manager at Unichem, also advises
making sure that your pharmacy team has revisited their training
on seasonal ailments. “This may be the only time that the seasonal
shopper visits your pharmacy, so take this opportunity to show them
what your pharmacy really has to offer,” he says.
Mr Nutan reminds proprietors to advertise store opening hours in
the window, and to ensure that regular customers, the local GP
surgery, and any care homes they provide services to are aware
of them. He
added that care home residents may also wish to place orders for
gifts, perfumes etc.
Another idea for boosting business is to get together with the
owners of other local shops and arrange an evening to stay open
for late-night
shopping. |
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Retail Round-up
