Many customers will avoid a store merely because of its appearance, no matter how good the customer service is or how convenient the location. It’s important to ensure that the way your pharmacy looks is helping—not hurting—your business. Find out what might be keeping customers away, and how you can avoid this in the future.
Customers notice appearance before they even enter the store
In fact, a study by Morpace, a market research and consulting company, found that two-thirds of consumers decided not to go in to a store just because of how it looked from the outside. If your parking lot, window displays, signs or entryway are not maintained, you might be losing customers before you’ve had the chance to greet them.
Customers expect stores to be organized and easy to navigate
If customers can’t find what they’re looking for, there’s a good chance they won’t be back. The Morpace study found that 53 percent of consumers would not return to a store after not being able to find something. Cluttered shelves, confusing signs and poor customer service can contribute to a negative shopping experience, and lost customers.
Customers look at cleanliness, too
Fourteen percent of customers will leave a store if it is not clean enough. You may think that your store is clean, but there are some areas that are often overlooked by busy employees. Shelves could be dusty, product packaging could be worn and customers could have left behind unwanted trash or spills. You can never be too sure that your store has been fully cleaned!
It’s easy to keep these customers in your store. With a little attention to detail, you can be sure that your customers will stick around. Start by paying a little extra attention to your front end shelves and signage.
Shelves
Keep them stocked, organized and free of dust and clutter. Make sure items are pulled to the front of the shelf and facing forward, and be sure to remove items that are expired, ruined or dirty.
Signage
Make sure all signage is clear, accurate and up-to-date. Keep a professional appearance by printing signs rather than making them by hand. Double check that your lighted, exterior signs are functioning, and that your window signs and displays are easy to read and inviting.
Always try to evaluate the appearance of your pharmacy from a customer’s perspective, don’t overlook small details and you will be well on your way to ensuring that you never lose a customer because of your store’s appearance. While neglecting these areas can negatively affect a customer’s experience in your store, paying them a little extra attention can go a long way in ensuring that both first-time and long-time customers want to return.
Related articles:
How to Project a Professional Image at Your Pharmacy
3 Overlooked Ways to Improve Your Pharmacy’s Image
6 Seasonal Merchandising Strategies for Pharmacies
