In the past, you only went to the pharmacy when you were feeling sick or needed to refill your prescription. The range of products available in drug stores today has expanded to include prescriptions, beauty and health products, office supplies and pantry staples. The most significant change is evident in the way these retail anchors embrace the wellness sector and actively promote wellness.
CVS Health, which has 9,600 retail pharmacies as well as 1,100 walk-in clinics, is witness to this transformation. In 2014, CVS changed its corporate name from CVS Health to CVS Health. Walgreens’ catchy slogan is “At The Corner of Happy and Healthy.”
The “drug store” will have a variety of health and wellness products. There is the usual pharmacy. But there’s also a walk-in clinic that allows you to get your annual/school/camp physical and your flu shot. All part of staying well. Customers may have a dietician on hand to help them manage their blood pressure, diabetes, and weight. All in the name to improve individual wellness. While shoppers will still be able to enjoy their daily dose of chips, Haagen Dazs, Haagen Dazs, and soda, they will also find healthier options like whole wheat crackers, salt-free nuts and bottled water.
This would seem counterintuitive. Are drug stores not making a profit when people are sick? When people are sick, don’t they sell more prescriptions and more over-the counter aids? It seems that there is more money to be made by helping the population remain healthy.
CVS knew that its bottom line would suffer when it made the bold decision to cease selling tobacco products in 2014. It placed its trust in generating goodwill and revenue through shelves that contained products that would not compromise the health of their customers, as well as promoting wellness inside-store.
Guide the customer to good health
The “wellness store” has a wide selection of products that are good for you. It is crucial to make the customer aware of what’s on offer and how it can benefit them. Cashiers, unlike the staff at clothing shops who can help customers put together outfits and know what inventory is available, aren’t experts at determining which products will prevent sunburn or fight a cold. If the pharmacy is slow, customers can ask the pharmacist for help. But what happens if there is a long line?
The silent salesperson, also known as signage or display, is a better way to direct shoppers to the items they need. These hard-working employees can be placed in many locations to promote wellness in-store.
- The entry:When a customer walks into the store, address the season’s most pressing problem. It doesn’t matter if it’s the season for colds, flus, allergies, or sunburns. Talk to your customer about what they are thinking, what products they need, and which aisle you can find them in.
- In the aisleTake a look at the section on cold relief – What can be used to help shorten the duration of a cold? You can create a visual collage of vitamins, homeopathic products, and hand sanitizers that will help you hydrate and nourish your body. You will be a healthcare superhero and upselling expert if you provide a checklist.
- The pharmacy line:Customers who wait to get a prescription will be able to purchase all the items they need to stay healthy. An endcap or sign can show the entire list. The customer doesn’t even need to leave the line.
- The walk-in clinic offers:Customers will find the queue to be most informative. Customers are usually looking for something to entertain them, and this queue is often set slightly apart from the rest. You have their attention. Include information about the product, as well as tips on nutrition, sleep, and exercise.
- Check out:This is your last chance to sell customers before they leave. You can maximize your revenue per visit by displaying a “did you forget” sign or a “did you know” sign.