What types of people are shopping in your pharmacy’s front end? A recent study, Independent Pharmacy Shoppers: Who, What, and Why?, conducted by the Healthcare Distribution Management Association (HDMA) and Hamacher Resource Group, identified five categories of shoppers that frequent independent pharmacies.
1. The efficient economist
Age: 51-64+
Gender: Female: 66%, Male: 34%
These practical shoppers want to get their shopping done conveniently and cost-effectively. They don’t splurge on trendy items, but instead choose everyday essentials for health and wellness. These shoppers typically seek out vitamins, nutritionals and home fitness products.
2. The conscientious carer
Age: 41-74
Gender: Female: 70%, Male: 30%
Often caring for an aging parent or spouse, these shoppers frequent the pharmacy for prescriptions and to seek advice from the pharmacist. They value convenience and tend to pre-plan their shopping trips. They typically look for health care, wound care, nutrition, skin care and OTC products.
3. The long-time loyalist
Age: 65+
Gender: Female: 65%, Male: 35%
These shoppers are committed to supporting local businesses. They appreciate excellent service and tend to make deliberate choices about what they buy. An endorsement from this type of shopper can mean gaining new customers.
4. The grab-and-go getter
Age: Under 25-40
Gender: Female: 75%, Male: 25%
These infrequent shoppers come into the pharmacy with a specific front-end purchase in mind. What they need changes with each visit. These shoppers are also likely to make an impulse purchase, like a snack or beverage.
5. The apathetic active
Age: 26-64
Gender: Female: 70%, Male: 30%
These shoppers aren’t in the store to browse. They want to make good health and wellness purchases, but they feel pressured for time and always seem in a hurry. Most of their purchases are planned, but they may consider adding wellness and prevention products and services that catch their attention, such as flu shots.
