The drugstore market has become a multi-faceted entity where confectionery, cosmetics and groceries are sold alongside the medicines. The increase in population, evolving health care systems and the competition through various channels has radically transformed the retail drugstore business: it is in an era of personalisation.
In-store personalisation can be done on a store level or segmented level. The context around stores can change as quickly as the needs and behaviours of your shoppers. Seasonal factors like sunny weather can help tailor in-store promotions. Displaying sun cream when the weather outside is warm can increase sales dramatically.
“Don’t find customers for your products, find products for your customers”
Events and weather are among the many factors that can change consumers buying patterns. Segmenting particular demographics such as gender allows you to tailor the in-store advertisements to best suit the customers who visit your store. E.g., prioritise Gillette Fusion to men, Gillette Venus to women.
Big box retailers are working on various techniques and technologies to increase sales and market share, and data-based decision making is at the core of this. Dwell time is an essential metric and plays a crucial role in shopper behaviour and customer spending. Dwell time is the length of time a person spends in a specific area or looking at a display.
Reports show that there is a significant positive relationship between the dwell time and sales. An increase in dwell time of 1% can result in a 1.3% increase in sales. Retailers are betting on many ingenious techniques to increase their customers’ dwell time. Drugstores naturally have a longer dwell time due to customers waiting on prescriptions. If the drugstores can harness the dwell time using personalised promotions, it can lead to higher basket value per customer.
Relevant promotions can create a positive customer experience. Displaying products that appeal to them makes for a seamless shopping experience.
“ We see our customers as invited guests to a party, and we are the hosts. It’s our job every day to make every important aspect of the customer experience a little bit better ”– Jeff Bezos, Founder Amazon
Drugstores have the perfect combination of long dwell time in conjunction with the selling of necessity items (e.g. toothpaste, deodorant etc.) Our customers in Grocery & Forecourt retail with a much lower dwell time have seen as much as 39% uplift in sales.
Find out how we can help your drugstore get an uplift in sales with no IT integration needed. Get In touch!
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