The strategy outlined aims to enhance the average bill value at a pharmacy by engaging with chronic and high-value customers. The first strategy focuses on optimizing product placement to encourage upselling and cross-selling. For example, placing high-margin products next to best-sellers and using special displays can effectively promote these items. Training staff to suggest related products and arranging attractive product bundles are also crucial tactics.
The second strategy revolves around building personalized engagement strategies for chronic and super users. By segmenting the customer database and developing tailored rewards programs, the pharmacy can foster loyalty and encourage increased spending. Utilizing direct communication channels and offering exclusive previews or early access are ways to personalize customer interactions and enhance satisfaction.
Lastly, leveraging the small space for effective category discovery is a key component. Conducting layout audits and introducing digital kiosks can guide customers through product categories, enhancing their shopping experience. Highlighting underperforming categories and creating thematic displays can spark curiosity and prompt additional purchases. Training staff and maintaining a clutter-free environment further support customer exploration.
The strategies
⛳️ Strategy 1: Optimise product placement for upsell and cross-sell
- Identify high-margin products that complement best-sellers for placement proximity
- Reorganise shelves to strategically position complementary products next to frequently purchased items
- Utilise special displays to promote high-margin or underperforming categories
- Use visible signage highlighting product benefits and complementary products
- Create bundled product promotions that offer a perceived discount for buying more
- Train staff to naturally suggest related products during purchase
- Monitor customer flow to place essential products at the back, exposing customers to more items
- Rotate products in positions to test performance of different placements
- Setup dedicated zones for chronic and high-value customer needs with relevant products
- Regularly refresh displays to keep customer interest and draw attention
⛳️ Strategy 2: Build personalised engagement strategies for chronic and super users
- Segment customer database into chronic users and high-value customers based on purchase history
- Develop a rewards program tailored to encourage higher spending from chronic customers
- Offer exclusive preview or early access to new products for high-value customers
- Utilise direct communication channels, such as SMS or email, to share personalised promotions
- Equip staff with customer profiles to provide tailored in-store recommendations
- Organise special events or workshops focused on managing chronic conditions with expert talks
- Implement a feedback loop where chronic customers can suggest new product or service needs
- Run regular customer satisfaction surveys to identify areas of improvement
- Use data analytics to predict and prepare for seasonal high-demand products for these groups
- Set up a referral program encouraging high-value customers to introduce new clients
⛳️ Strategy 3: Leverage small space for effective category discovery
- Conduct a layout audit to ensure high-traffic items lead customers deeper into the store
- Introduce digital kiosks or tablets to guide customers through product categories and offers
- Highlight new or underperformed categories with themed weeks or displays
- Arrange a rotating 'spotlight' section with new or promotional products at the checkout counter
- Incorporate scent marketing or audio cues to draw attention to specific areas
- Allocate a 'question of the day' board inviting interaction about less-known products
- Create quick reference guides or pamphlets on categories that often correlate with chronic conditions
- Promote lesser-known categories via loyalty program points rewards for their purchase
- Facilitate staff training to ensure they can guide customers through discovery effectively
- Ensure clutter-free environments using vertical displays to optimise space
Bringing accountability to your strategy
It's one thing to have a plan, it's another to stick to it. We hope that the examples above will help you get started with your own strategy, but we also know that it's easy to get lost in the day-to-day effort.
That's why we built Tability: to help you track your progress, keep your team aligned, and make sure you're always moving in the right direction.
Give it a try and see how it can help you bring accountability to your strategy.
