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

1. BASIC CONCEPTS AND ARISE OF MERCHANDISING ………………………………………………………..5

1.1 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 PHARMACY, ON THE EXAMPLE OF AVICENNA PHARMACY………………………………………………………….……22

2.1 Assessing the effectiveness of the implementation of the most important elements of visual merchandising in a 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 sales strategy is thought out, the more products will be sold and the more profit the company will receive.

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

Object of study 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 pharmaceutical business.

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

· consider the general provisions of the scope of merchandising;

· study the ways and means of using 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 discuss the relevance of the work, goals, objectives and general rules merchandising, a specific area of ​​application in pharmacies, explores the formation of a positive image of a pharmacy in modern conditions and examines the psychological aspect of selling goods in pharmacies.

In this regard, the relevance of this work leaves no doubt. The research conducted on this topic is of significant interest to representatives of the pharmaceutical industry.

1. BASIC CONCEPTS AND ARISE OF MERCHANDISING

What do experts call the 21st century? century of consumption of goods and services, which is due to scientific and technological progress and improving the standard of living of the population both in countries with developed and developing market economies. Coming in first place marketing strategies, focusing not on similar products from different manufacturers, but on the services that the purchase of these goods will provide to the consumer.

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

Merchandising (from the English word “merchant”? merchant, trader)? this 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 effective trading activities with the achievement of good financial results with accompanying luck and a creative approach.

In an increasingly competitive environment, merchandising is becoming increasingly important as a new organizational concept. trading activities on modern stage. The following are some definitions of the concept of “merchandising” found in various sources devoted to this marketing specialization.

Merchandising? This:

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

· An integrated approach to the design and arrangement of the sales area and the choice of an externally noticeable style of the enterprise, used for the fastest possible promotion of goods in retail trade;

· A set of activities aimed at increasing sales volume;

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

· The Five H Principle? the right product in the right place, in right time, in the right quantity and at the right price.

In some foreign sources, the word “merchandising” has two meanings: merchandising itself 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: concept of place, appearance of the pharmacy, organizational design, equipment and equipment of workplaces, placement of goods.

The importance of merchandising of over-the-counter drugs is determined by the development of self-medication, the possibility of choice, the availability of many identical drugs at affordable prices, making most purchasing decisions directly 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 buyer. The purchasing process becomes easier and more enjoyable for him. The buyer has the opportunity to immediately see all the products on the display 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 their goods and organize their trading and barter place gave good results to the first traders. In ancient times it was much more difficult for them than for our contemporaries, also because merchants often spoke different languages ​​with their customers.

Since then, one of the rules of merchandising has become: “Everything should be clear to the buyer with minimal explanation from the seller.” The scale of trade in past centuries allowed the owner of a trading enterprise to personally control merchandising and think through its strategy, but the most important knowledge of the merchant owner 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 of the development of machine production, more people were attracted to the field of trade. People “from the outside” became sellers and managers of goods, i.e. this type of activity ceased to be an intra-family affair. There has been a decline in training sales staff, but it was no longer required in the same volume. Despite the growth in the volume of commodity mass, the commodity units themselves became impersonal to a certain extent, as a result of which it was necessary to stock only samples of batches of products in retail stores. Since production took place in monopoly organizations, no one was interested in the personal interests and requests of the buyer, he had to adapt to the consumption of goods serial production because there was no other alternative.

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

To the beginning of XX century, it became obvious that efforts to reduce costs without improving appearance and the ergonomics of the product are not able to give the desired result. Manufacturers 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 trading enterprises and the emergence retail chains led to the need to train sellers in the art of merchandising. Are specially trained employees starting to stand out? merchandisers. The tasks facing them are becoming more and more complex: large areas of new shopping centers make it difficult to analyze the relationship between display, distribution of retail space and sales profitability. To maintain the ability to manage the sales process in new conditions, special methods and programs are being developed. The components of merchandising begin to include a variety of methods of influencing the psyche of potential consumers, stimulating them to make a purchase.

Due to evolution, merchandising has become a sales tool that provides significant competitive advantages.

1.2 THE CURRENT STAGE OF MERCHANDISING DEVELOPMENT

How often do they joke about fashion: “New? this is a well-forgotten old thing.” The importance of merchandising is growing not only due to the increasing role of retailers. There have also been major changes in buyer motivation and behavior. These today include the formation of a generation of “mature” consumers and the absence in the eyes of consumers of significant differences in the properties of brands presented on the market. These two factors are inextricably linked. Features of “mature” consumption lie in the consumer’s full awareness and use of their rights to information when choosing guaranteed access to a variety of goods and services at competitive prices. Buyer started XXI century tends to weigh options more carefully and make acquisitions in accordance with the overall life strategy. He is not as easily persuaded by advertising and promotion techniques and is more knowledgeable about the retail industry. The main deficiency he experiences is ? it's a time crunch.

1.3 GOALS AND BASIC RULES OF MERCHANDISING

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

Merchandising goals:

1. Increasing the convenience of purchasing (increasing customer loyalty). The main purpose of merchandising? make it easier to find the product the client needs in the pharmacy, make the purchasing process convenient and even enjoyable 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 products presented in the pharmacy. Increasing the number of products not just displayed on the sales floor, but attracting the buyer’s attention, 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 products in the pharmacy range.

4. Increasing the time the buyer spends in the pharmacy. Every business has an interest in extending the amount of time customers voluntarily spend there. With every additional minute, the likelihood of a customer making a purchase increases. There is a rule in merchandising: “The time we have is money we don’t have.” Therefore, merchandising efforts should be aimed at ensuring that customers make informed choices 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, and vigor. If it is pleasant to be in a pharmacy, and it lifts the mood even for a person with feeling unwell, which means that it will leave a good impression on the visitor’s soul, and his interest in the pharmacy assortment will increase.

The atmosphere is made up of several factors:

Of course, a pharmacy begins with a sign. And also from the street storefront and the facade as a whole. An original solution to the appearance of the pharmacy will arouse the interest of a passerby and turn him into a curious visitor. It is good if, starting from the facade, the pharmacy is decorated in the same style (branded logo on seller badges, branded colors of the hall, branded shopping bags, etc.). This improves memorization. A pharmacy or pharmacy chain that has its own individual style evokes trust, 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 eyesight or squint from too bright light. It is desirable that the light has a warm tint or is neutral white.

The color scheme of the interior also influences perception. Research shows that warm tones (shades of red and yellow) and cool tones (shades of blue and green) have opposite effects. Do warm tones excite? Even the physiological indicators of the body change: heartbeat and breathing become more frequent, blood pressure increases. Cold tones, on the contrary, calm down and help the buyer concentrate.

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

Place packages of contrasting colors next to each other;

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

Place the product on a contrasting background.

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

However, the contrast should attract attention, and not complicate perception. The random use of contrasting tones only confuses.

Another rarely used atmospheric component? smells. What does the pharmacy smell like? As a rule, with medications. Buyers are used to this, but it is important that the smell does not become too strong and does not cause unpleasant associations with a hospital ward.

And, of course, we must not forget about convenience for visitors. It is advisable to place products relevant for the elderly and disabled people near the entrance and? if the pharmacy is two floors? only on the first floor. If the size of the room allows, place a couple of chairs, ? there will be somewhere to sit a restless baby while the mother chooses diapers for him, elderly people, frequent visitors to pharmacies, will have a place to relax. Plants and, of course, cleanliness create a cozy and homely, trusting atmosphere in the pharmacy in which the visitor will want to linger.

Pharmacy layout

In a modern pharmacy, two main types of layout are accepted: a counter-type (closed) pharmacy and a market pharmacy (with goods displayed on the sales floor).

In a pharmacy with a traditional counter, an innovation has appeared: human-sized glass display cases, where drugs are located, as a rule, in two levels: the first? at waist level, second? at eye or chest level. Such a display increases the display area of ​​the product 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 walking long distances or returning to the same place several times. Most buyers? right-handed; they prefer to walk straight and tend to look and take goods that are on the right. When walking around the hall, do most customers turn left? counterclock-wise. In this regard, the location of goods in a pharmacy can be divided into two main categories? strong points and weak points. (Appendix Fig.2)

The space near the entrance should be as free as possible; there should not be any large advertising materials here ( billboards, large posters), equipment, large plants, etc. But it does not at all follow from this that all goods must be located 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 product on the display 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

“The Merchandising Loop.” The buyer feels as if he is independently traveling through the supermarket. In fact, he is being “led.” So, for example, getting into a pharmacy with a spacious trading floor, most buyers tend to turn right and then move along the hall in a counterclockwise direction. Without noticing it, the buyer walks through almost the entire trading floor, making, in addition to planned purchases, many impulse purchases (Appendix Fig. 1).

The task of merchandising at this stage is to direct buyers first of all to places where the most expensive and profitable goods are displayed. And not only direct, but also keep them at these display cases for as long as possible, attract attention, form positive associations and a desire to definitely buy these products right now.

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

With the vertical display method, products of the same name are laid out on the shelves of one display case in several rows from top to bottom. The advantage of this method? good visibility and clearer delineation of displayed goods. Such a display contributes to good visibility, better orientation of the buyer when choosing a product and speeds up the sales process (Appendix Table 2). These tables show that buyers most actively perceive goods located in display cases at eye and hand level.

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

Rhythm in the display? This is the repetition of goods of similar size and other elements (price tags, decorative details, etc.) while maintaining equal distance between them. Rhythm also helps create a sense of order. Besides, a good way to draw attention to a certain 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 display, and more often catching the eye of the buyer.

Because a pharmacy? This is, first of all, a healthcare institution that operates with the permission and under the control of government authorities, then the display of goods must 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 that are subject to subject-quantitative accounting”). In a pharmacy organization, the merchandising system is applicable only to medicines sold without a doctor’s prescription and other products in the pharmacy range.

Merchandising rules regarding POS materials

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

· display-consultation introduces quality and methods of application;

· a reminder display reminds of related products and creates an image of the product.

Special advertising tools help create an advertising display. Their purpose: to direct the buyer to the product he needs. Compared to other methods of product promotion, information materials are relatively cheap and can partly compensate for the shortcomings associated with the lack of sales staff on the floor.

1. “Optimality” rule: In-pharmacy advertising should be placed for no more than 15-20% of drugs or products. Too much advertising tires and confuses the buyer. Just as a pharmacy determines its assortment, a pharmacy should select POS materials for the most profitable part of the pharmacy assortment.

2. “Buyer Assistance” rule: Information must be easily accessible. It is desirable that the buyer can obtain most of the information on his own by studying the packaging, price tag or advertising poster, rather than jostling in line in order to get an answer to a basic 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 the inconvenience.

3. Rule "KISS".KISS ? (abbreviated from English: Keepisshortandsimple) Keep it short and simple. Advertising messages 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 application of the KISS rule is the name of the therapeutic group. There is no need to use professional pharmaceutical vocabulary when addressing the buyer. Labels intended for buyers must be understandable to a person without medical or pharmaceutical education.

4. Rule of “Cleanliness and Neatness”. Shelves, products, and promotional materials must be kept clean and undamaged. Pharmacy visitors will highly appreciate the cleanliness and neatness of the pharmacy.

Product merchandising rules

1. Rule of “Assortment and trade stock”. Trade stock? a collection of drugs and other goods stored in a pharmacy to cover future needs. Too large inventories impair the turnover of goods in running groups and financial resources, and a lack of inventories leads to the loss of customers and a significant decrease in sales volumes. One of the most important factors in creating the optimal product mix? demand. It is necessary to create a stock level sufficient for the continuous presence of the assortment in the pharmacy.

2. Rule of "Presence": Products presented on the shelf or advertised by POS materials must be on sale in quantities sufficient to meet demand. Encouraging a client to first buy something and then denying him the opportunity is, at the very least, unethical. In the absence of drugs or goods actively advertised for sale POS - materials or in the sales area itself, the pharmacy not only misses out on possible profits, but also undermines customer confidence. If the drug is not available in the pharmacy, there is no need to leave a sample of it on the display window, since the consumer is irritated by the absence of the product he has chosen (he understands that he was deceived, misled and simply wasted his time).

Let us remember that currently the main regulations regulating information and advertising of medicines in Russia are Federal laws: “On advertising”, “On medicines”, Decree of the President of the Russian Federation of February 17, 1995 No. 161 “On guarantees of the right of citizens to health protection when distributing advertising”, as well as additions to these documents.

3. Rule for rotation of goods in the pharmacy and shelf life? “FIFO”. Controlling product expiration dates consists of first selling products that have a shorter remaining expiration date. In trading practice, there is even a stable abbreviation for defining this rule, which can be translated into Russian as follows: “First to come, ? first to leave" (English: FirstIn? FirstOut!). Incoming batches of goods must be sold only after the previous ones have been completely sold out. In the self-checkout department, items coming from the inventory department are placed in the back because customers grab what's closest first.

4. The rule of “Determining a place on the display window.” When distributing retail space, specialists begin by allocating a place to each product in accordance with the sales volume. If a drug has a pronounced therapeutic effect, high sales figures and active advertising support, then you should not remove it from the display case, citing the fact that the product is already selling well. On the contrary, he should be given Special attention, placing it in priority place. For a pharmacy, the lack of a profitable product on display? this is a loss of money.

6. Rule “Placement of price tags”. Purpose of the 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. The “Figure and Background” rule. Isolating one drug 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 figure and background rule when we want to focus the buyer’s attention on a specific drug or product to promote it.

Isolating a figure from 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 faster by humans. People also pay attention to shiny or luminescent paints. Drugs with brightly colored packaging have a greater chance of becoming 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 lighting. What is well lit is better visible. Used when trading goods that the buyer must carefully consider;

· POS materials for the product. Properly placed POS materials are designed, firstly, to attract the buyer’s attention to specific product, secondly, to separate it from other similar products.

2. Rule of “Switching Attention”. In addition to the fact that a person tends to highlight a figure in the visual field, he needs to switch attention, that is, to search for the next figure in the background. This means that you cannot place similar (even bright) products in a long, strict line without visual accents. In such cases, switching attention can be provided by POS materials. The other extreme? too many goods different forms, colors and sizes in one place? also does not allow a person to calmly switch from one subject to another.

3. Rule of “Grouping”. The rule of grouping 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 simultaneously, for example, by therapeutic group, trademark, by method of application (external, internal), etc. the main task? lay out the drugs so that the buyer can easily navigate it.

4. 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 “grasp” and remember only five to seven, maximum nine objects. In a pharmacy, this number is reduced to three to five, because during the purchasing process the buyer performs several actions simultaneously. It can be recommended that the number of brands or POS materials in one row, on one display case, should not exceed five.

5. The “Dead Zone” Rule: Everything that sees around itself is motionless standing man, is called the visual field. Objects that fall into the lower part of the visual field are often ignored. In this case, the lower left corner is the most unfortunate, ? This is where a person's gaze stops least often. Accordingly, the lower shelves of display cases, as those least inspected, should be occupied by large packages (for example, baby diapers).

Goods? "magnets"

The route that customers take around the pharmacy can and should be adjusted to ensure that all areas of the store are visited with high frequency. This is achieved through so-called lure goods or magnet goods (products that are most often sought by customers: 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 reference” and other merchandising tools, you will “force” the buyer to go through the entire pharmacy to the treasured product. Along the way, he will get acquainted with products that he simply had not seen before.

Signs and signs in a pharmacy

The so-called “silent reference tools” help regulate the movement of consumer flow, indicating the location of groups of goods and payment nodes. Pointers are made in the form of inscriptions or symbols. Symbols, like inscriptions, must be easily recognizable. The color scheme of the index must contain no more than three colors. It is desirable that all signs be made in the same format and be consistent with the style of the pharmacy. The sign must be large enough to be noticed.

It is necessary 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 pharmacy manager, 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, USING THE EXAMPLE OF AVICENNA PHARMACY

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

Today, LLC MFO "Avicenna"? this is a whole network of pharmacy enterprises; highly professional team of pharmacists and doctors; own personnel training strategy; unified pricing and assortment policy; automated system for managing business processes and inventory; career opportunity and professional growth for staff; 24-hour or extended hours of operation; information and reference center.

Organized and headed OOO Medical-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's 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 will also receive the necessary recommendations from an experienced consultant. Convenient location, as well as a large assortment of medications, and the presence of a prescription department quickly gained popularity among the population. In the same year, on August 20, a branch of the pharmacy was opened at 125 Lunacharsky Street.

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

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

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

On June 26, 2012, a large modern pharmacy was opened on Griboyedov Street, no. 29, focused on the needs of children, pregnant women, postpartum women 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. The pharmacy also has a children's corner where children can play under the supervision of qualified specialists while parents choose a product or receive advice.

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

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

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

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

To maintain a high level of service and improve the qualifications of employees, the company has The educational center, where on permanent basis training courses are conducted for employees. To improve the quality of services provided and increase operational efficiency, the company regularly conducts marketing events together with manufacturing companies.

Special software products are actively used to support the activities of the inventory department and various pharmacy departments, allowing the creation of the necessary financial and analytical reports. By the way, modern information systems make it possible to conduct competitive procurement of products. From here it becomes possible to sell goods at minimum market prices, which has already been repeatedly noted by many online visitors.

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

There are no universal merchandising methods in the Avicenna pharmacy chain; product display is selected individually for each pharmacy. If there is sufficient space, an additional display of “traditional”, but not leading in terms of profitability, positions is carried out along with the most “profitable” goods in order to attract the buyer’s attention to them.

2.1 EVALUATION OF THE EFFECTIVENESS OF IMPLEMENTING THE MOST IMPORTANT ELEMENTS OF VISUAL MERCHANDISING IN A PHARMACY MARKET ON ST. GRIBOEDOVA, 29

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

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

1.Managing 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 illusions of perception.

2. Internal layout of the pharmacy. Bright colors can attract maximum attention to a pharmacy on the street and make you want to enter. glowing sign, also a landscaped surrounding area. The pharmacy sign is clearly visible on both sides of the street, it is lit 24 hours a day, and is in good condition. The signboard of the entire Avicenna chain is made in a single corporate style, which subconsciously gives buyers a feeling of solidity and sustainability of the company.

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

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

4. Taking into account the degree of newness of equipment. The equipment in this pharmacy includes: double-sided open shelving, display cases, slides, stands, retail equipment, cash register equipment. All the equipment is new, clean and in good working order. Everything works lighting in the sales area and on equipment.

5. Neatness. The hall is clean. There are no unpleasant odors. Promotional materials are placed neatly. There are no foreign objects on window sills, cabinets, or in the checkout area. The shelves on which the goods are placed are clean. The slides and racks have a neat appearance.

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

7. The uniforms of the staff are made in the same style (fabric, color, style, trim), with embroidery of the pharmacy emblem. The style of clothing allows the organization to create a unified image.

8. Equipment installation system and placement of calculation units, in this case,? the layout and arrangement of equipment is done correctly; customers move around the entire perimeter of the pharmacy’s sales floor, which forces them to take a closer look at the goods and make purchases. The cash register is located in the center, which is very convenient for customers.

The buyer’s path to the prescription department and the cash register (“merchandising loop”) is organized as long as possible. The customer's route is adjusted to ensure that all areas of the pharmacy are visited with high frequency. This is achieved through so-called “magnet products” 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, popular impulse goods are located. In cold areas? strictly targeted goods and goods with low demand.

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

9. Display of goods. The visual merchandising practice of this trading enterprise combines two methods of displaying goods. Is the distribution of goods of the same type strictly observed during vertical display? from smallest to largest. The smaller product is located on the upper shelves of the display case, so is the larger one? on the lower ones, for example, hygiene products.

With horizontal display, a particular product is placed along the entire length of the equipment. The display takes into account that large or cheaper products should be placed on the lowest shelf of the display case.

Products in an open display are 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, with an exception? It is allowed to place products in two rows if they are of the same name, but of different packaging, for example, baby formula.) The product is placed in one row in depth so as not to overlap the information on the packages and is accessible at arm's length, it is easy to remove from the shelf without adjacent packages falling off.

Products in closed display cases are placed so as not to obscure the information on the packaging. Products are facing the buyer with the front of the packaging. The space on the display shelves is distributed in such a way as to attract the attention of pharmacy visitors, ensure quick sale of goods and increase sales efficiency.

Merchandising in a pharmacy allows you to rationally use the sales area. In the article, we will consider the basic elements, principles, rules, features and examples of product displays in open and closed display pharmacies, and also describe the “selling display” as a modern technological solution and an example of effective merchandising

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

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The main thing in the article

Merchandising is one of the elements of marketing that determines the methodology for 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 enhance sales and stimulate buyers' purchasing decisions.

Today, pharmacy organizations are in a state of constant competition with each other, and therefore, in order to achieve certain successes, they strictly control the quality of the products they sell and are constantly expanding their product ranges. But it is no less important to think through the layout of the retail space.

Basic principles of merchandising in a pharmacy and modern technologies make it possible to use the sales area wisely.

Merchandising in a pharmacy allows her to:

• increase sales;
• increase profits;
• increase the turnover rate;
• attract new customers;
• provide complete information about the product being sold;
• improve the quality of service;
• create a positive image of the organization.

How to create an assortment for “your” pharmacy

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

In the article of the magazine “New Pharmacy” we will talk about the division of pharmacies into sleeping and walk-through ones, we will conduct an express analysis of the passing traffic, and you will also learn how it is formed assortment positioning depending on the type.

Merchandising in pharmacies includes such elements as:

1. Concept of place (location of retail outlet).
2. Appearance of the pharmacy.
3. The atmosphere of the trading floor (consists of the distribution and size of retail space, layout, interior, equipment and equipment of pharmacists’ workplaces, color palette, lighting, temperature conditions, smells, etc.).
4. Compliance with certain rules and implementation of trading principles.
5. Training specialists in sales skills.

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 arranging products on display cases.

The showcase is horizontally divided into 3 zones:

• “cold” - located on the left (as a rule, buyers do not focus 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. Expensive items are located on the right, and low-price products are on the left.

Errors in product display are costly for the pharmacy. In an article in the New Pharmacy magazine, we’ll tell you how avoid merchandising mistakes.

Vertically, the showcase is divided into 4 levels:

1. Leg and hat levels - as a rule, buyers pay minimal attention to them.
2. Eye level is considered the most successful for displaying profitable assortment items.
3. Hand level is considered a “warm” buying zone.
4. Profitable products are located at eye and hand level.

The principles of merchandising in pharmacies are based on its main objectives.

If they are used wisely, the buyer;

1. You will feel more free and relaxed.
2. Get acquainted with new types of drugs and other pharmacy products.
3. Will quickly select the product.
4. Will quickly make a purchasing decision.
5. Will buy goods profitably during an unplanned purchase.
6. He will experience pleasure from the process of choosing and making a purchase, from communicating with the head of the capital.
7. Will return to this pharmacy again.

Layout within sight

The display should demonstrate the pharmacy assortment. This is especially important for pharmacies with a closed trading method. If the assortment on the shelves is irrationally located, approximately 20% of the display cases are lost from the visual view. 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 can be attracted to goods located at a height of approximately 1.3-1.8 m from the floor. Only large items in recognizable packaging – diapers, mineral water and etc.

Many pharmacies make typical mistake– combine deep shelves and a small distance between them. Even at a convenient height of one and a half meters, goods on deep shelves at the back of the display case are difficult to see.

Most of the pharmacy assortment has small secondary packaging, 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 pharmaceutical products.

Size is no less important in pharmacies with an open display. It should be such that the most popular positions can be placed with a reserve. 5 packages of 200-300 of the most popular assortment items are enough. For the rest of the nomenclature, there is no point in keeping more than 1 package in free access.

Almost 90% of the pharmacy's turnover is made up of medicines. Therefore, in closed pharmacies, at least 30% of the assortment must be medicines. For open-front pharmacies, this figure is at least 15-20%.

The capacity of pharmacy shelves is much less than the number of items whose sales we would like to increase. Therefore, it is important to make the right choice of positions for display.

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

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

The demand for parapharmaceuticals is most sensitive to the display. Sales of some dietary supplements and drugs also depend on exposure. Typically, buyers who select the drug themselves respond well to the display of medications. Also, display cases can serve as a kind of reminder for people with chronic diseases.

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

Read in the article in the magazine “New Pharmacy” how avoid common mistakes and make pharmaceutical recommendations a sales driver.

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

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

It is most rational to place them near each cash register and include 1-2 names of antiviral, painkillers, remedies for intestinal disorders, etc. There should be no more than 15 names in total, otherwise the buyer will get confused and will not be able to make a purchasing decision.

Notable rubricators

So that the buyer can easily navigate the assortment, the pharmacy’s exposition should be supplemented with visible and understandable headings. The use of medical terminology such as “hepatoprotectors” or “antacids” is undesirable.

It is necessary to use category names that are understandable to the common man without medical education– “drugs to protect the liver” or “heartburn medications.”

According to the principles of merchandising in a pharmacy, rubric categories can be more general and detailed. In the category “Gastrointestinal drugs” we can separately highlight “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 parapharmaceuticals

For parapharmaceuticals, the use of rubricators is not necessary. However, sometimes they are still useful - for example, in pharmacies with a sales area of ​​30 m2 or more or with an extensive display. In this case, you can introduce additional rubricators at a level above human height.

Basic set of this product category:

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

If space allows, you can additionally enter such categories as:

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

Currently, the law does not require mandatory separate display of products for external and internal use, medications and dietary supplements. However, in some regions, supervisory authorities insist on separate display.

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

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 look at the main ones.

One line rule

Products in open-display pharmacies are placed in one line as close as possible to the edge of the shelf. 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 on the buyer’s side in order of increasing package size – from small to large. The vertical levels of the display cases are taken into account.

Rule of merchandising environment

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 displays the most popular and profitable products, seasonal assortment, high-price products and impulse demand, promotional products and advertised products. Strategic assortment groups located in the most attractive places of the sales floor and equipment.

Effective stock rule

Each item is offered in a three-day supply quantity. If a buyer needs two packages of a drug, but only one is on display, there is a very high probability that he will never make the purchase.

Showcase occupancy rule

The rules and principles of merchandising in a pharmacy state that if there is a void in the display window, the product line must be restored.

Duplication rule

To attract customers' attention to small products on the top shelves, place two or more units of this product side by side.

Price tag rule

Price tags are not attached to the packaging - they are located lower in the price tag holder strip, clearly under the product to which they correspond.

Castle Wall Rule

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

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 display case allows, you can place the goods freely. Usually medications are placed in a semicircle, in a checkerboard pattern, or special devices are used - slides.

Two finger rule

The shelves on the racks are positioned so that 3-4 cm remains from the product to the edge of the top shelf. If the shelves do not match the height of the product, the packages have to be stacked on top of each other, and this looks untidy.

Repetition rule

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

Price tag rule

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

Rule of Constancy

Rearrangement in the pharmacy is permissible no more than once a season. Moving products from place to place more frequently can have a negative impact on sales and profits.

Rules for the merchandising environment, castle walls, display occupancy

These rules apply to both open and closed pharmacies. But since in the second case the retail space is significantly limited, seasonal products, best-selling items and essential goods are located near the cash register area.

Effective merchandising in a pharmacy: external design

“Selling showcase” is an example of a modern technological solution that optimizes retail space. Such a showcase can be either internal (located directly in the sales area) or 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, in which case they are connected using a special conveyor.

The storage module can accommodate 200 trade items, its storage capacity is up to 2000 packages of goods. The module for ordering and issuing goods is a terminal equipped with a display that displays the item code and cost. Cash and non-cash payments are provided here.

Advantages of a “selling showcase”:

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

Examples of merchandising in pharmacies: sales floor

Let's 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 shelves, you should take into account the peculiarities of how customers perceive the world around them. different groups. Thus, it is better to place vitamins for pregnant women slightly above eye level, and for children – slightly below this level.

Summary: the main principles of merchandising in a pharmacy

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

How to measure the “temperature” of a display case

Observe the pharmacy's visitors. Note which storefronts most of them stop at and which ones are ignored.

If you don’t have time to observe, the article “How to place a product to sell it” has a ready-made table with average statistical data.

The display of goods on display windows previously had to comply with the requirements of the OST “Rules for the dispensing (sale) of medicines in pharmacies” (Order of the Ministry of Health of the Russian Federation No. 80), but the order has now been cancelled.

Displays include over-the-counter medications and samples of available products. Medicines are placed separately on display cases: medicines for internal use and medicines for external use. Within groups, medications are arranged according to pharmacotherapeutic characteristics.

Classification of showcases:

1. Based on location, the following types of showcases are distinguished:

Front windows (“look” at the street);

External shop windows (street);

In-pharmacy trade displays;

Demonstration showcases (in the sales area).

2. Based on product characteristics, display cases are divided into:

Warehouse showcase, catalogue;

Air displays - with a small amount of goods, they are better perceived visually;

Thematic (demonstrate medications, medicinal plant materials, medical devices used for certain diseases);

Combined (drugs of several pharmacological groups);

Specialized (demonstrate drugs of one pharmacological group, parapharmaceutical products, sanitary and hygiene items).

For correct formation displays apply the principles of shelfing. Shelfing is the presentation of a product on a display window.

There are different ways to present goods on display:

1. Horizontal - the product is presented along the entire length of the shelf at one or two levels.

The most effective places in terms of sales are those in the center of the shelf. Products displayed to the left and to the side of the center of the display case sell worse.

It is preferable to use the “pyramid principle” - in the center are drugs that give the greatest profit, to the right of the leader are more expensive ones, to the left are cheaper ones.

2. Vertical - presentation of goods at the full height of the equipment. Here are the “strong” places - at eye level and at hand level. “Weak” - at the level of the legs and at the level of the hat.

3. Block - a certain type of product occupies entirely vertical or horizontal blocks. The color scheme of the packages should change from light to dark, in the direction in which customers move.

4. Frontal - the first sample of the product is displayed so that it is completely visible, the rest following it may be partially visible or not visible. This type of display is usually used for self-service pharmacies.

There are four levels of presentation of goods on display (Figure 2):

I. Hat level (above 1.7 m). Products are placed on it, the packaging of which is attractive enough to be noticed from afar (for example, teas, cosmetics, small packages), so that it is more convenient for the buyer to examine and take out the product. It is not recommended to place bulky, heavy goods on this level. This level provides 10% of sales.

II. Eye level (1.1 - 1.7 m) is the most favorable level, provides 40% of sales. Here they place goods of impulse demand, new items, well-known goods, as well as goods with the most attractive price for a pharmacy visitor.

III. Hand level (0.6 -1.1 m). Seasonal and spontaneous demand goods, widely advertised goods, and essential goods are placed here. This level accounts for 30% of sales.

IV. Leg level (0.2 - 0.6 m). Provides 20% of sales and is intended for bulky, heavy goods, the inscriptions on which are better read from above (water, juices, diapers)

When moving goods from foot level to hand level, sales increase by 10%, from foot level to eye level - by 45%. When moving goods from the level of the hat to the level of the hands, sales volume decreases by 45%, and from the level of the hat to the level of the feet - by 80%.

Also, when displaying goods, it is advisable to be guided by the principles of merchandising.

1) Trade stock rule. Formation of the required level of pharmacy stock, sufficient for the constant availability of the selected number of assortment items, must be carried out taking into account an integrated approach. Trade stock is a collection of drugs and other goods stored in a pharmacy to cover future needs. Too large inventories impair the turnover of goods in running groups and financial resources, and a lack of inventories leads to the loss of customers and a significant decrease in sales volumes.

2) Rule for rotation of goods in the pharmacy and shelf life (FIFO rule).

The movement of goods from the warehouse to the sales floor, as well as its sale, must be carried out according to the FIFO principle “First in, first out”, i.e. depending on the timing of their delivery and storage, the product that arrived at the pharmacy first should be moved first to the sales floor or 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 carrying out FIFO rotation of the displayed drugs is useful not only for increasing the profits of pharmacies, or rather preventing losses, but also for the convenience of the chief store manager. In the self-checkout department, items coming from the warehouse are placed in the back because customers grab what's closest first.

3) Presentation rule. Products displayed on the shelf or advertised through POS materials must be available in quantities sufficient to meet demand. Encouraging a client to first buy something and then denying him the opportunity is, at the very least, unethical. If drugs or goods that are actively advertised in the media or on the sales floor are not available for sale, the pharmacy not only misses out on possible profits, but also undermines customer confidence. Before posting an announcement about the promotion, make sure that the pharmacy has sufficient stock and whether there will be any shortages at the wholesaler. Before placing POS material, check whether exactly the dosage form or product form that is depicted on it is available.

4) Rule “Facing the buyer.” The product must be positioned frontally, taking into account the buyer’s viewing angle. The main information on the packaging should be easy to read and not obscured by other packaging 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 place fewer drugs on the shelf than to place them in a dense mess. To correct the position of the drugs relative to the buyer’s viewing angle, you can use stands and slides.

5) Rule for determining space on shelves. When allocating retail space, specialists begin by allocating space to each product in accordance with sales volume. The product's market share must correspond to the product's share on the shelf. If the drug has a pronounced therapeutic effect, high performance sales and active advertising support, then you should not remove it from the display case, citing the fact that the product is already selling well. On the contrary, it should be given special attention, placing it in a priority place. If a drug brings in 30% of the profit (100% is all the profit from a given therapeutic group), then it can be allocated 30% of the shelf space occupied by the therapeutic group.

6) Rule of priority places. Products that bring in the greatest profit and have the best sales figures should be in the best places on the sales floor and on trade equipment. The best-selling and most profitable products should be given priority. It is necessary to analyze sales figures and select priority locations accordingly. Demand should be determined in monetary terms and not in the number of packages sold. For example, a larger share on the shelf should be occupied by a drug costing 100 rubles, of which 1 package is sold per month, and not by a drug costing 5 rubles, of which 10 packages are sold per month. For a pharmacy, the absence of a profitable product on the shelf is a loss of money. In accordance with this, the location of the product on the shelf should take into account the sales of drugs in the pharmacy.

7) Rule for placing price tags. The average buyer will not buy a product if he has no idea about its price.

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

· Price tags should be positioned so that it is extremely clear to the buyer which price tag applies to which product.

· The location of price tags should take into account the buyer's point of view.

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

8) Optimality rule. In-pharmacy advertising should be placed for no more than 15-20% of drugs or products. Just as a pharmacy determines its assortment, a pharmacy should select POS materials for the most profitable part of the pharmacy assortment. The manufacturer always strives to place the maximum assortment and advertising material in pharmacies with a high level of sales. Thus, in a pharmacy it is necessary to identify a person or group responsible for the work on decorating the sales area.

9) 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 purchase 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.

10) Rule KISS.KISS - (short for Keepisshortandsimple) -Keep it short and simple. It must be remembered that POS materials are made by people, even with special education; mistakes are human. Therefore, before placing an advertisement in a pharmacy, think about how the pharmacy’s customers will perceive it and how it will affect sales.

So the phrase “Doctors and pediatricians around the world recommend...” led to the fact that pediatricians stopped prescribing this drug, because they were opposed to doctors. Look at the advertising material like an ordinary pharmacy visitor and decide on its placement. Another important application of the KISS rule is the name of the therapeutic group. There is no need to use professional pharmaceutical vocabulary when addressing the buyer. Labels intended for buyers must be understandable to a person without medical or pharmaceutical education. Thus, it is advisable to replace antipyretics with “antipyretic drugs”.

2. You cannot overload the pharmacy with POS materials.

3. POS materials should be placed only on the most profitable drugs or goods, i.e. for 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. You cannot use old or damaged POS materials. POS materials should not interfere with first-time customers or customers.

12) Rule of cleanliness and neatness. Shelves, products, and promotional materials must be kept clean and undamaged.

Most often in the pharmacy you can find damaged wobblers, worn out and damaged stickers and sun-bleached mobile phones. 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 stock them. Another problem is traces of adhesive substance used to fix POS materials. Before attaching POS materials to retail equipment, make sure that after removal there are no traces left on the retail equipment. Pharmacy visitors will appreciate the cleanliness and orderliness of the pharmacy, spend more time shopping, and return for repeat purchases.

13) Rule of figure and background. Isolating one drug (the leader in a group) from others increases the sales volume 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 Figures and Backgrounds rule when we want to focus the buyer’s attention on a specific drug or product to promote it.

Isolating a figure from 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, and orange colors are recognized faster by humans. People also pay attention to shiny or luminescent paints. A product with brightly colored packaging has a greater chance of becoming a featured item.

3. 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 product or packaging that is original in shape will be quickly noticed by the buyer.

4. backlight. What is well lit is better visible. Used when trading goods that the buyer must carefully consider.

5. POS materials. Properly placed POS materials are designed, firstly, to attract the buyer’s attention to a particular product, and secondly, to separate it from other similar products.

Within 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 figure in the background, even if it is not selected.

14) Eye Level Rule. In the zone of greatest concentration of a person’s 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-six-shelf rack. Products located at eye level sell much better than those on other shelves. When placing products that are designed for children, you need to take into account the child’s eye level.

15) Dead zone rule. Everything that a standing motionless person sees around him is called the visual field. Objects that fall into the lower part of the visual field are often ignored. At the same time, the lower left corner is the most unfortunate - it’s where a person’s gaze stops least often. Accordingly, the lower shelves, as the least inspected ones, should be occupied by large packages (for example, baby diapers) or inventory.

16) Rule of Switching Attention. In addition to the fact that a person tends to highlight a figure in the visual field, he needs to switch attention, i.e., to search for the next figure against the background. This means that you cannot place similar (even bright) products in a long, strict line without visual accents. In such cases, switching attention can be ensured by POS materials: vertical delimiters, shelf talkers, etc.

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 item to another, accounting for only 5% of sales.

17) 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 combined into groups on several grounds at the same time, for example, by therapeutic group, brand, type of product, method of use (external, internal), etc. The main task is to lay out the product so that the buyer can easily navigate it.

18) Rule 7 ± 2. According to research in the field of psychology, the volume of human perception is limited - at one point in time he can “grasp” and remember only five to seven, maximum nine objects. In a pharmacy, this number is reduced to 3-5, because during the purchase process the buyer performs several actions simultaneously. It can be recommended that the number of products, brands or POS materials in one row, on one display case, should not exceed five. For example, five drugs called “for vein diseases”, five types of toothbrushes, etc.

19) Rule of Visual Perception of Color. Color has a strong emotional impact on a person. An important role is played by color saturation, its shades or combination with another color. Bright, saturated colors 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 has. Using the same color scheme when decorating a pharmacy's interior, creating an advertisement, or drawing attention to a particular drug or product does not always lead to the same desired result. Successful lighting helps increase sales, while unsuccessful lighting reduces sales of even popular goods. People tend to direct their gaze to those objects that are well lit and, accordingly, clearly visible. The general level of illumination that creates the mood and influences the buyer’s desire to come up and look at the product. Low level of illumination in the sales area in combination with spot lighting individual goods creates a cozy atmosphere in the pharmacy, conducive to a leisurely selection of drugs or goods. A high level of illumination has an exciting effect on a person and evokes an atmosphere of celebration and celebration. Accent lighting highlights individual elements/displays and draws attention to them. When there is insufficient lighting, customers will tend to move through the pharmacy faster and will not be inclined to stop at the windows and look at the product. Some pharmaceutical companies This technique has been successfully used by placing flashing lights next to the drug or integrating them into a sample product packaging.

Changing the places of the terms does not change the amount - this simple arithmetic does not work in the field of merchandising. The company's revenue directly depends on the order in which the goods are arranged. In order to ensure that the optimal “order of things” is observed in your pharmacy, we have compiled a memo with key fundamentals and principles of merchandising in a pharmacy.

Our experts

Nina Telpukhovskaya,

(Moscow) - psychologist, business coach, leading specialist in pharmacy retail

Alexey Slavich-Pristupa,

(Moscow) - business coach, pharmacy marketing consultant

Margarita Andreeva,

(Zlatoust) - Head of Pharmacy, Pharmacy Medica LLC

Neither more nor less

Noticeable price tags are not just a demonstration of respect for the client, but also a way to save time for first-time customers (you won’t have to answer the logical question of visitors “How much does it cost?” many times a day). You can put laconic annotations about the products on the price tags: this will allow visitors to navigate the assortment more freely. To attract attention, you can use bright price tags and additionally indicate on the cards “Bestseller”, “New!”, “2 for the price of 1”, etc. According to experts, in the case of pharmacy “sales”, a positive technique is to cross out the old (more high) prices and designation next to new. Remember that the price tag should not cover the name of the drug; also be careful that two identical packages with different prices do not appear on the display case. Such merchandising elements will be convenient for both visitors and pharmacy employees.

The value is there

Alexey Slavich-Pristupa

A focus on “impact” nomenclature is needed. The selection for display of goods on the sales floor of a pharmacy must be strict: mainly two “macrocategories” are appropriate. The first is popular products that activate impulse demand even among buyers who are not initially interested in display: seasonal products (colds, anti-allergic), vitamins, painkillers, etc. The second category is specific products, the display of which plays an important role in the selection process (cosmetics , children's products, herbs, etc.).

It is necessary to adhere to the optimal number of positions on the display: do not overload, but also do not leave empty spaces (this may give visitors the impression that you have nothing to buy). For open-type pharmacies, the principle of mass display becomes significant: there should be the maximum possible number of “copies” of the same product on the shelf. People associate the abundance of a product with its availability (and therefore with an attractive price), besides, the more of a drug, the more noticeable it is. “If we consider closed-type pharmacies, then at best a double presentation of the drug is possible here - that is, two packages,” says Nina Telpukhovskaya.

Principle of constancy

Frequent re-arranging of display cases and moving goods from one shelf to another can reduce the efficiency of your pharmacy. The visitor gets used to the fact that the drug he needs occupies a certain place in the hall. If a person does not find a product in his usual “locus,” he may leave without purchasing. “This especially needs to be taken into account in pharmacies that serve a large number of elderly people,” emphasizes Nina Telpukhovskaya. “Older visitors react negatively to such changes.” If you want to make a change in the pharmacy, plan it no more than once a season.

Priority of drugs

Nina Telpukhovskaya

Unliquid goods and products with a critical expiration date are often placed in the “hot” spots in the pharmacy, thus hoping to sell them quickly. This is an ineffective technique that does not improve the image of the pharmacy. It is also a mistaken belief that drugs that are in steady demand do not need to be put on shelves. Not finding them on display, some decide that there is no product at all and leave empty-handed.

Medicines and dietary supplements account for about 80–90% of pharmacy revenue and approximately the same share of customers. “That is why at least 50% of the display of a pharmacy counter should be occupied by medicines, even though parapharmacy sales are much more sensitive to the display,” notes business coach Alexey Slavich-Pristupa. “In self-service pharmacies, medications on display windows should also occupy a prominent place: as a rule, at least 20 %.”

Bright solution

If you want to highlight a product that is not in the most advantageous place on the sales floor (in the so-called “cold zones” of the pharmacy), use lighting. However, keep in mind that its function is to attract the attention of potential buyers, not to blind them. In order not to overdo it with the light power, contact a specialist to install the equipment. In addition, first consult with him about the choice of devices: you need models that will not contribute to overheating of the product.

Everything by category

Margarita Andreeva

“Golden” products are entitled to a “golden” shelf: more expensive products should be at hand and eye level, at a height of 120-150 cm from the floor. The top and bottom shelves contain less popular and cheaper products. On the lower shelves in the checkout area, impulse demand products (muesli, hygienic lipstick, adhesive plasters, napkins, etc.) are displayed.

One of the basic rules successful registration display windows in the pharmacy sales area - detailed and understandable categories for visitors. Rubrics should be bright, visible from afar (font height of at least 2–3 cm, clear letters in contrast with the background). You should not use special terminology: complex names, such as “Anthelmintics for lipid metabolism disorders,” are not understandable to everyone. However, the use of colloquial nominations (“From the head”, “From diarrhea”, etc.) is also not recommended. Give preference to simple (but not too) heading headings: “Cold remedies”, “Medicinal herbs”, “Painkillers”, “Cosmetics”, “Hygiene items”. Business coach and psychologist Nina Telpukhovskaya says that the use of non-standard names is not forbidden: “Medicines for true men”, “Proven folk remedies”, “For tired legs”, etc. In some cases, pictures are acceptable - a kind of illustration for group of products: for example, a smiling toddler — near vitamins for nursing mothers.

Laws of attention

If you want to draw the attention of visitors to this or that product, place it next to the rubricator. In addition, it will be advantageous to locate the product next to recognized sales leaders, since they are noticed first. If for some reason a person cannot buy a pharmacy hit, then his less popular “neighbors” will be next in line. The buyer’s gaze moves along the pharmacy shelves in the same way as when reading: from top to bottom, from left to right — with a slight stop of attention on the right side. That is why it is more logical to place cheaper goods on the left, and expensive ones on the right. “The exception is the checkout display, near which there is a queue,” says pharmacy manager Margarita Andreeva. - Most often this is the right display window, if you are facing the cash register. In this case, more expensive goods are placed closer to the checkout, and cheaper ones are placed further away.”

When displaying goods and decorating windows in a pharmacy, remember that the main thing is the comfort of visitors. Organize the space so that they don't have to look for eye drops in the darkest corner or bend over to the bottom shelf for joint gel. The design of a pharmacy sales area with merchandising elements should be convenient. Of course, merchandising has many nuances and tricks, but, first of all, it is necessary to apply “textbook” principles, the observance of which makes life easier for both visitors and pharmacy workers.

Pharmacy merchandising is a set of measures for placing goods and advertising materials on the shelves and displays of a pharmacy in order to sell the goods as quickly as possible. If we think more globally, this concept includes not only the display of goods in the pharmacy, but also the planning of the sales floor when the pharmacy opens, when it is necessary to determine where the pharmacy displays will be located, how customers should move around the sales area, etc. Kugach V.V. Merchandising in a pharmacy as an integral part of pharmaceutical care / V.V. Kugach // Recipe. - 2010. - No. 4. - P. 26-32.

The main goals of merchandising in a pharmacy are:

The first goal of merchandising is to increase the convenience of purchasing (increasing customer loyalty).

The main goal of merchandising is to facilitate the search for the product the client needs in the pharmacy, to make the purchasing process convenient and even enjoyable for the buyer. It should also be remembered that the pharmacy does not sell medicines as such, but a complex of medicines + trading services - in other words, “service”. If the purchasing process meets the needs of consumers, then the buyer gradually develops loyalty to this particular pharmacy. And next time he will go to your pharmacy.

The second goal of merchandising is to increase the completeness of the assortment display.

This goal is due to the fact that the consumer rarely pays attention to all the products presented in the pharmacy. Increasing the number of products not just displayed on the sales floor, but attracting the buyer’s attention, can significantly increase sales.

The third purpose of merchandising is to attract 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 products in the pharmacy range. Most often the pharmacy has to achieve:

• - increasing the turnover of a promoted product or group of products of a certain brand (for example, during a manufacturer’s advertising campaign);
• - increase in sales of “quietly liquid” goods;
• - promotion of new drugs or products to the market.

The fourth goal of merchandising is to increase the buyer’s time in the pharmacy.

Each commercial enterprise is interested in extending the time voluntarily spent in it by the buyer. With every additional minute, the likelihood of a buyer making a purchase increases Kugach V.V. Merchandising in a pharmacy as an integral part of pharmaceutical care / V.V. Kugach // Recipe. - 2010. - No. 4. - P. 26-32..

Merchandising is based on research into the psychological characteristics of customer behavior in places where goods are sold. As a result of such studies, factors were identified that can influence a client’s purchasing decision. These factors may include the format of the pharmacy, the planning of areas, the placement of advertising materials in the pharmacy, and the design of pharmacy windows, i.e. how exactly the drug packages are displayed on the shelves in the pharmacy, etc.

Merchandising can stimulate unplanned purchases, as well as influence the buyer’s choice in favor of more expensive drugs (for partially planned purchases). This, by the way, makes it easier for the first capital managers to increase the average check through the use of sales skills. But merchandising (in terms of the power of influence on the buyer’s decision to make a purchase) will, of course, never be able to compare with the influence that a pervostolnik can have, using sales skills in a pharmacy, thereby stimulating the purchase of expensive drugs, related purchases, etc. Slavich-Pristupa A. WITH. Advertising and merchandising in pharmacies / A.S. Slavich-Pristupa. - St. Petersburg: Littera, 2006. - 88 p. .

Therefore, a pharmacy organization must have a clear policy regarding pharmacy merchandising. Those. we 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 pharmacy manager, as well as ordinary employees, be trained in pharmacy merchandising skills, i.e. knew the rules for displaying goods in a pharmacy.

Pharmacy merchandising has two features in presenting products in a pharmacy:

• 1. The presence in the field of sales of medicines and dietary supplements of a number of requirements of regulatory documentation for storage, display and sale, which the merchandiser must adhere to in his practice;
• 2. The buyer lacks accurate information about why this or that medicine is better than another, which does not give him the right to choose.

To date current legislature clearly states the possibility or impossibility of displaying a particular product item in the pharmacy assortment. According to regulatory documentation, namely, industry standard OST 91500.05.0007-2003 “Rules for the dispensing (sale) of medicines in pharmacies. Basic provisions”, approved by order of the Ministry of Health and Social Development of the Russian Federation No. 80 dated March 4, 2003, the entire pharmacy range can be divided into:

• 1. Assortment available with a doctor's prescription;
• 2. Assortment available without a doctor's prescription.

This document clearly states “6.1. The dispensing (sale) of medicinal products is carried out with a prescription and without a doctor’s prescription...”. It is also clearly stated that “…6.11. For information about medicines and other goods authorized for dispensing from pharmacies, various types of display cases can be used where medicines sold without a doctor’s prescription and samples of available goods are displayed...”. The list of over-the-counter medicines is regulated by Order of the Ministry of Health and Social Development of the Russian Federation No. 578 dated September 13, 2005 “On approval of the list of medicines dispensed without a doctor’s prescription.”

As for the display of prescription drugs, Order No. 80 of 2003 does not contain a clear order prohibiting the display of this group of goods, although it is implied.

When laying out medicines and other pharmaceutical products, storage of the latter becomes necessary. As you know, on the sales floor, on display windows, it is often not dummies that are displayed, but the medicines themselves, as well as other pharmaceutical products. Thus, display cases also become storage equipment to some extent. The main documents for the storage of medicines are the order of the Ministry of Health and Social Development of the Russian Federation No. 377 dated November 13, 1996 “On approval of instructions for organizing storage in pharmacies various groups of medicines and medical products" and the industry standard OST 91500.05.0007-2003 "Rules for the dispensing (sale) of medicines in pharmacies. Basic provisions", approved by order of the Ministry of Health and Social Development of the Russian Federation No. 80 dated March 4, 2003. According to these documents, the entire range of medicines and goods sold in pharmacies can be roughly divided into:

• 1. Assortment that does not require special conditions storage;
• 2. Assortment that requires special storage conditions.

But on the other hand, display cases cannot ensure compliance with all storage requirements, namely, protection from light, elevated temperatures, exposure to moisture and other aggressive factors prescribed in the current regulatory documentation. It follows from this that only those assortments that do not require special conditions can be displayed on display windows.

For the most part, the assortment that requires special storage conditions includes:

• ? Medicines and dietary supplements that require storage in a place protected from light;
• ? Medicines and dietary supplements that require storage at low temperatures;
• ? Medicinal plant raw materials;
• ? Rubber products;
• ? Dressing material and auxiliaries.

Group data product range cannot be placed on display, because showcases will not be able to provide either protection from light or from low temperatures. As for rubber products, in addition to all other requirements, the requirement of storage at a relative humidity of at least 65% is added; some of them must be kept hanging. Speaking of dressings, the regulatory documentation does not stipulate that they should be stored in a place protected from light, but it is stated that the racks should be painted on the inside with light oil paint.

There are two ways out of this situation: the first is to put everything away in the cabinets. But then the meaning of the shop windows is lost, because... The assortment that does not require special storage conditions is quite small. Another way out of this situation is to display dummies instead of medications and dietary supplements, i.e. empty secondary packaging. Those companies that care about the promotion and sales of their products willingly provide dummies for pharmacy organizations. Or you can do without representatives. Regulatory documentation does not prohibit storage medicine or dietary supplement in accordance with storage conditions without secondary packaging. These secondary packaging can also be used as dummies.

Display cases are also considered storage equipment and have the same placement requirements as shelving and cabinets. According to clause 2.8. Order of the Ministry of Health and Social Development of the Russian Federation No. 377 of November 13, 1996 and paragraph 3.20. industry standard OST 91500.05.0007-2003, approved by order of the Ministry of Health and Social Development of the Russian Federation No. 80 dated March 4, 2003, the entire pharmacy assortment must be stored:

• ? at a distance from external walls of at least 0.6-0.7 m;
• ? at a distance from the ceiling of at least 0.5 m;
• ? at a distance from the floor of at least 0.25 m.

Accordingly, storefronts must be designed and placed in accordance with these conditions.