While independent community pharmacies mainly focus on the prescription side, their front-end sales are also vital to the bottom line. This is essential in today’s market, where it’s differentiate your pharmacy—or go out of business.
In such a competitive industry, it’s important to make sure you’re doing all you can to increase front-end sales and be the go-to pharmacy in your community.
And, in order to boost front-end sales in your pharmacy, you have to be prepared to meet patients’ needs.
Check out these simple—but effective—tips to increase your pharmacy’s front-end sales.
Place products strategically
Regardless of the reason a patient visits your pharmacy, he wants to easily find what he’s looking for.
If a patient has too much trouble finding the items he needs, he may choose to visit another pharmacy where the store is better organized.
Be conscious of the layout of your front end by thinking of it from your patients’ perspective. Items should be organized in a logical and convenient manner, as well as include clear signage.
For example, if a patient is looking for bandages, he may also want an antibiotic cream. By strategically placing these two products near each other, you can help ensure that patient finds what he needs and has a more positive shopping experience.
Use end caps purposefully
Consider using end caps to move inventory quickly, especially when you’re promoting seasonal or clearance items. For example, during the summer, create an end cap featuring sunscreens and other items patients will need to get through the hotter months.
Update your employees
It’s important for your employees to know the layout of your front end in order to point patients in the right direction and continue providing excellent customer service. When you rearrange your front end, bring in a new line of products or add new signage, be sure to let your employees know.
Keep shelves properly stocked
When patients are making a purchasing decision, they want to be able to compare different product brands and prices.
If you don’t stock enough product lines for a patient to make an educated decision, she may choose not to purchase the item at all.
Additionally, the different brands you carry for similar products should be placed next to each other. This makes it easy for patients to compare and contrast, and ultimately make an informed decision.
Also, make sure your pharmacy staff is knowledgeable on the differences in product brands, so they can assist patients in making the best decision possible.
Don’t forget to upsell
Employees who know how to engage with patients can make recommendations and upsell items, which further increases your front-end sales.
When you upsell, you encourage a patient to purchase an item in addition to what he’s already purchasing.
For example, if a patient is looking for medicine to treat a sore throat, you can recommend he also purchase hot tea or lozenges to help soothe the pain.
If this sounds too much like a sales tactic to you, simply make it a rule to always recommend an additional product patients actually need, such as a probiotic when the patient is prescribed an antibiotic.
It’s important to properly train employees to maintain the superior level of comfort and customer service your pharmacy is known for, while still providing product advice and increasing sales.
To better understand who’s shopping in your pharmacy, take a look at these 5 types of independent pharmacy shoppers.
READ NEXT: 15 Retail Strategies to Increase Front-End Sales Year-Round
