Be on message
November 25, 2013
There are many factors
in today’s complex retail
environment which impact the
way consumers shop.
While convenience and service
are still the two main reasons
why consumers shop where they
do; the emergence of discounters
has seen many pharmacies put a
strong focus on price.
One of the most important
factors in setting your pricing
strategy is to ensure it forms part
of your total store strategy and
message to customers – what
do you stand for, what do you
want to be known for, can you
deliver on your message and is it
sustainable and profitable?
While I acknowledge that being
competitive on price is necessary,
having an offer that matches
your total store message is still
the most important thing.
There is no point in saying that
you are the cheapest pharmacy
in town if you’re not. This only
creates ill feeling with your
customers. However, if you’re
sending the message that you’re
about good service and advice for
their total health needs – at an
affordable price – and you deliver
on that, then you are more likely
to build a loyal following.
Value for the consumer can
be achieved in several ways
– through service and advice,
information, companion sales
(building trust and rapport),
convenience and ease of doing
business with. Remember, price
alone is only one factor.
This week’s
contributor is
Richard Manthey,
National Manager
of Pharmacy
Choice.
The above article was sent to subscribers in Pharmacy Daily's issue from 25 Nov 13To see the full newsletter, see the embedded issue below or CLICK HERE to download Pharmacy Daily from 25 Nov 13
