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The rule of the dead zone in the pharmacy. Placement of goods in a pharmacy

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Neither more nor less

Noticeable price tags are not just a demonstration of respect for the client, but also a way to save the time of the first-timers (you don’t have to answer the logical question of visitors many times a day, “How much does it cost?”). On the price tags, you can put concise annotations to the products: this will allow visitors to more freely navigate the assortment. To attract attention, you can use bright price tags and additionally indicate on the cards “Bestseller”, “New!”, “2 for the price of 1”, etc. According to experts, in the case of pharmacy “sales”, a positive technique is to cross out the old (more high) prices and designation next to new. Remember that the price tag should not cover the name of the drug, also carefully ensure that two identical packages with different prices do not fall into the window. Such merchandising elements will be convenient for both visitors and pharmacy workers.

The value is there

Alexey Slavich-Pristupa

It is necessary to focus on the “shock” nomenclature. The selection for the display of goods on the trading floor of a pharmacy should be strict: two “macro-categories” are generally expedient. The first category is popular products that activate impulse demand even among buyers who are not initially interested in display: seasonal remedies (cold, antiallergic), vitamins, painkillers, etc. The second category is specific products, the window display of which plays an important role in the selection process (cosmetics , baby products, herbs, etc.).

It is necessary to adhere to the optimal number of positions in the window: do not overload, but do not leave voids (due to this, visitors may get the impression that you have nothing to buy). For open-type pharmacies, the principle of mass display becomes significant: there should be the maximum possible number of “copies” of the same product on the shelf. People associate the abundance of a product with its availability (and, therefore, with an attractive cost), moreover, the larger the drug, the more noticeable it is. “If we consider closed-type pharmacies, then here in best case a double presentation of the preparation is possible - that is, two packages”, - says Nina Telpukhovskaya.

The principle of constancy

Frequent rearrangement of showcases, moving goods from one shelf to another can reduce the "efficiency" of your pharmacy. The visitor gets used to the fact that the drug he needs occupies a certain place in the hall. If a person does not find a product in the usual "locus", then he can leave without buying. “This should be especially taken into account in pharmacies that serve a large number of elderly people,” emphasizes Nina Telpukhovskaya. “Visitors in years react negatively to such changes.” If you want to make a change in the pharmacy, plan it no more than once a season.

Drug Priority

Nina Telpukhovskaya

In the "hot" places in the pharmacy, they often put illiquid goods, products with a critical expiration date, hoping in this way to sell them sooner. This is an ineffective technique that does not contribute to improving the image of the pharmacy. It is also a misconception that drugs that are in steady demand do not need to be put on the shelves. Not finding them in the window, some decide that there is no money at all, and leave empty-handed.

Medicines and dietary supplements account for about 80-90% of the pharmacy's revenue and about the same share of customers. “That is why at least 50% of the display of a counter pharmacy should be occupied by medicines, even though parapharmacy sales are much more sensitive to display,” notes business coach Alexei Slavich-Pristupa. “In self-service pharmacies, medicines on display should also occupy a prominent place: as a rule, at least 20%.”

bright solution

If you want to highlight a product that is not in the most advantageous place on the sales floor (in the so-called "cold zones" of the pharmacy), use the backlight. However, keep in mind that its function is to attract attention potential buyers rather than blind them. In order not to overdo it with the power of light, contact a specialist to install the equipment. In addition, first consult with him about the choice of devices: models are needed that will not contribute to overheating of the goods.

All by rubric

Margarita Andreeva

A “golden” product should have a “golden” shelf: a more expensive product should be at the level of the hands and eyes, at a height of 120-150 cm from the floor. On the top and bottom shelves are less popular and cheaper goods. On the lower shelves in the checkout area, goods of impulse demand are laid out (muesli, hygienic lipstick, adhesive plasters, napkins, etc.).

One of the basic rules for successful window dressing in a pharmacy trading floor is detailed and understandable rubrication for visitors. Rubricators should be bright, visible from afar (font at least 2-3 cm high, clear letters in contrast with the background). You should not use special terminology: compound names, such as "Anthelmintic drugs for lipid metabolism disorders", are not clear to everyone. However, the use of colloquial nominations (“From the head”, “From diarrhea”, etc.) is also not recommended. Give preference to simple (but not too) heading names: “Anti-cold remedies”, “Medicinal herbs”, “Painkillers”, “Cosmetics”, “Hygiene items”. Business coach, psychologist Nina Telpukhovskaya says that the use of non-standard names is not forbidden: “Drugs for true men”, “Proven folk remedies”, “For tired legs”, etc. In some cases, pictures are acceptable - a kind of illustration for a group of goods: for example, a smiling toddler - about vitamins for nursing mothers.

Laws of attention

If you want to draw the attention of visitors to a particular tool, place it near the rubricator. In addition, the location of the goods next to recognized leaders sales because they are the first to be noticed. If a person for some reason cannot buy a pharmacy “hit”, then his less popular “neighbors” will be next in line. The shopper's gaze on the pharmacy shelves moves in exactly the same way as when reading: from top to bottom, from left to right - with a slight stop of attention on the right side. That is why it is more logical to place cheaper goods on the left, and expensive ones on the right. “An exception is the checkout window, where there is a queue,” says Margarita Andreeva, head of the pharmacy. - Most often it is the right showcase, if you stand facing the checkout. In this case, more expensive goods are placed closer to the checkout, and cheaper ones are further away.

When laying out goods and decorating shop windows in a pharmacy, remember that the main thing is the comfort of visitors. Organize the space so that they don't have to look for eye drops in the darkest corner and bend down to the bottom shelf for joint gel. The design of the pharmacy sales area with merchandising elements should be convenient. Of course, merchandising has many nuances and tricks, however, first of all, it is necessary to apply "textbook" principles, the observance of which makes life easier for both visitors and pharmacy workers.

Merchandising in a pharmacy allows you to rationally use the premises of the trading floor. In the material of the article, we will consider the main elements, principles, rules, features and examples of product display in open and closed display pharmacies, as well as describe the "selling showcase" as a modern technological solution and an example of effective merchandising

In the material of the article, we will consider the main elements, principles, rules, features and examples of product display in open and closed display pharmacies, and also describe the "selling showcase" as a modern technological solution and an example of effective merchandising.

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The main thing in the article

Merchandising is one of the elements of marketing that determines the method of selling goods in outlets, as well as a set of measures for the most effective placement of products and information materials in order to enhance sales and stimulate buyers' purchasing decisions.

Today, pharmacy organizations are in a state of constant competition with each other, and therefore, in order to achieve certain success, they strictly control the quality of products sold and constantly expand the product range. But it is equally important to think over the layout of the retail space.

Basic principles of merchandising in a pharmacy and modern technologies make it possible to use the premises of the trading floor wisely.

Merchandising in a pharmacy allows her to:

increase sales;
increase profit;
increase the turnover rate;
attract new customers;
give full information about the goods sold;
improve the quality of service;
form positive image organizations.

How to create an assortment for "your" pharmacy

Most pharmacies, when forming a pharmacy assortment, use an average approach, not based on the specifics of a particular point. Meanwhile, characteristic different types pharmacies differences in customer parameters - a key factor in the assortment policy.

In the article of the magazine "New Pharmacy" we will talk about the division of pharmacies into sleeping and passable ones, we will conduct an express analysis of the passage traffic, and you will also learn how assortment positioning depending on the type.

Merchandising in pharmacies includes such elements as:

The concept of the place (the location of the outlet).
Exterior of the pharmacy.
The atmosphere of the trading floor (the sum of the distribution and size retail space, layout, interior, equipment and equipment of workplaces of pharmacists, color palette, lighting, temperature regime, odors, etc.).
The implementation of certain rules and the implementation of the principles of trade.
Sales training for professionals.

Principles of merchandising and laws of consumer perception

A person receives information about objects located in space through different channels of perception. This must be taken into account when laying out products in showcases.

The showcase is horizontally divided into 3 zones:

"cold" - located on the left (as a rule, buyers do not detain their attention on it);
"hot" - located in the center (the buyer concentrates all his attention on it);
"warm" - located on the right (purchases are active here, but not as much as in the "hot" zone).

The principles of merchandising in a pharmacy involve the location of the most profitable drugs or products in its center. On the right are expensive items, and on the left are low-end products. price category.

Errors in the display of goods are costly to the pharmacy. In the article of the New Pharmacy magazine, we will tell you how avoid merchandising blunders.

Vertically, the showcase is divided into 4 levels:

Leg levels and hats - as a rule, buyers give them a minimum of removal.

Eye level - is considered the most successful for laying out profitable assortment positions.

Hand level is considered a “warm” buying zone.

Profitable goods are located at eye and hand level.

The principles of merchandising in pharmacies come from its main tasks.

If they are used wisely, the buyer;

Feel more free and liberated.

Get acquainted with new types of drugs and other products of the pharmacy range.

Select item quickly.

Make a buying decision quickly.

Profitable to buy goods with an unplanned purchase.

He will experience the pleasure of the process of choosing and making a purchase, of communicating with the first-timer.

Will return to this pharmacy again.

Laying within sight

The layout should demonstrate the pharmacy assortment. This is especially important for pharmacies with a closed trading method. If the assortment on the shelves is located irrationally, about 20% of showcases leave the visual review. This means that 1/5 of the pharmacy products will not be available to the buyer.

Shelves below or above eye level are of no interest to the buyer. He is able to attract goods located at a height of approximately 1.3-1.8 m from the floor. Above and behind the backs of the pharmacy staff, only large positions in recognizable packages can be placed - diapers, mineral water, etc.

Many pharmacies do typical mistake- combine deep shelves and a small distance between them. Even at a comfortable height of one and a half meters, the goods on the deep shelves at the back of the showcase are poorly visible.

Most of the pharmacy assortment has small secondary packages, so it is more rational to place them at a distance of 50 cm to a meter from the buyer's eyes.

Shelves below 120 cm and above 170 cm can be used no more than 10-20 cm deep. The more distant part is unsuitable for displaying pharmacy goods.

Size is equally important in open display pharmacies. It should be such that it is possible to place the most popular positions with a margin. 5 packs of 200-300 most demanded assortment items are enough. For the rest of the nomenclature, it makes no sense to keep more than 1 package in the public domain.

Almost 90% of the pharmacy's turnover is made up of medicines. Therefore, in closed display pharmacies, at least 30% of the assortment should be medicines. For open display pharmacies, this figure is at least 15-20%.

The capacity of pharmacy shelves is much less than the number of articles whose sales would like to increase. Therefore it is important to do right choice positions for posting.

In order to avoid mistakes, the following parameters must be taken into account:

the degree of sensitivity of demand to the presented goods;

markup value in rubles;

sales structure.

The demand for parapharmaceuticals is the most sensitive to the calculation. Sales of part of dietary supplements and preparations also depend on exposure. Usually, buyers who select the drug on their own respond well to the display of medicines. Also, shop windows can serve as a kind of reminder for people with chronic diseases.

The most profitable category of the assortment is best placed in the most attractive area for the buyer. The next most profitable category is located in the best zone of the remaining ones. Cheap names are posted only if the demand for them at the moment is massive.

Read in the article of the New Pharmacy magazine how avoid common mistakes and make a pharmaceutical recommendation a sales engine.

Often in the most attractive places you can find unpopular or stale pharmacy products. However, this practice in most cases does not bring results, since a small increase in sales is unable to compensate for lost profits from undersales of demanded products.

In pharmacies of all forms of display, it is useful to organize zones for a "collective hodgepodge" - it includes pharmacy products that bring maximum profit and are most susceptible to the so-called "impulse demand".

It is most rational to place them near each checkout and include 1-2 items of antiviral drugs, painkillers, remedies for intestinal disorders, etc. There should be no more than 15 items in total, otherwise the buyer will get confused and will not be able to make a purchase decision.

Notable rubricators

In order for the buyer to easily navigate the assortment, the pharmacy exposition should be supplemented with noticeable and understandable headings. The use of medical terminology such as "hepatoprotectors" or "antacids" is undesirable.

It is necessary to use heading names that are understandable to an ordinary person without medical education- "drugs to protect the liver" or "remedies for heartburn."

According to the principles of merchandising in a pharmacy, categories of rubricators can be more general and detailed. In the category "Gastrointestinal remedies" one can single out "Remedies for heartburn", "Remedies for diarrhea", "Laxatives", etc.

If possible, you can enter additional categories, for example, "Hormonal contraceptives", "Venotonics", etc.

Broad-spectrum drugs can be duplicated in several categories - for example, ibuprofen or paracetamol drugs can be placed in the categories "painkillers" and "antipyretics".

A special approach to parapharmaceutics

For parapharmaceuticals, the use of rubricators is optional. However, sometimes they are still useful - for example, in pharmacies with a sales area of 30 m2 or more, or with an extensive layout. In this case, you can enter additional rubricators at a level above human height.

The basic set of this assortment category:

pharmaceutical cosmetics;

dressing materials;

condoms and other intimate products;

goods for children (food, toys, devices for care and feeding, etc.);

products for pregnant women and nursing mothers.

If the area allows, you can additionally enter such headings as:

"Personal hygiene products".

"Medical Devices".

"Diet food".

"Mineral water".

Now the law does not require the mandatory separate display of funds for external and internal use, medicines and dietary supplements. However, in some regions, supervisory authorities insist on a separate calculation.

For this reason, it would be reasonable to introduce similar rubricators in showcases with external products and dietary supplements. Usually not so many are required - up to 7 for dietary supplements and up to 5 for external lekforms.

8 Principles of Merchandising for an Open Display Pharmacy

Principles - essential element merchandising in a pharmacy. Moreover, for open and closed pharmacies, they are somewhat different. Let's consider the main ones.

One line rule

Products in open display pharmacies are located in one line as close to the edge of the shelf as possible. This is done so that the consumer sees the name of the product in Russian.

Horizontally, the goods are laid out from left to right from the side of the buyer in order to increase the size of the package - from small to large. Showcase levels are taken into account vertically.

Merchandising environment rule

related commodity groups located close to each other - so they will complement each other.

Rule of priority product groups

First of all on the showcase is placed the most popular and profitable products, seasonal assortment, goods of high price category and impulse demand, goods on sale and advertised products. Strategic assortment groups are located in the most attractive places of the trading floor and equipment.

Effective stock rule

Each item is laid out in the amount of a three-day supply. If a customer needs two packages of a drug, and there is only one in the window, there is a very high probability that he will not make a purchase.

Showcase full rule

The rules and principles of merchandising in a pharmacy state that if a void has formed on the window, the product line must be restored.

Duplication rule

To draw the attention of buyers to small goods on the upper shelves, put two or more units of this product side by side.

Price tag rule

Price tags are not attached to the packages - they are located lower in the price tag strip clearly below the product to which they correspond.

Castle wall rule

Attention to the product using low demand, can be attracted if drugs or products of popular brands are placed on both its edges.

Effective merchandising in a pharmacy with a closed display

block rule

Products in a pharmacy with a closed display are arranged in blocks throughout the display space, taking into account categories. If the size of the showcase allows, you can place the goods freely. Usually, medicines are arranged in a semicircle, in a checkerboard pattern, or they use special devices - slides.

two finger rule

The shelves on the racks are arranged so that 3-4 cm remain from the goods to the edge of the top shelf. If the shelves do not correspond to the height of the products, the packages have to be stacked on top of each other, and this looks untidy.

Recurrence rule

To remind the buyer about a particular product, you can place it in different categories assortment.

Price tag rule

Price tags in pharmacies with a closed display are placed on the right side of the package, as close as possible to the middle. It is advisable to place price tags on the same level - so the showcase will look neat. The most expensive positions are laid out as close as possible to the buyer.

Persistence rule

A change in the pharmacy is permissible no more than 1 time per season. If you move goods from place to place more often, this can negatively affect sales and profit.

Rules for the merchandising environment, castle walls, shop window occupancy

These rules are typical for both open and closed pharmacies. But since in the second case the trading space is significantly limited, seasonal products, the best-selling items and essential goods are located here near the checkout area.

Effective merchandising in a pharmacy: external design

"Selling showcase" is an example of a modern technological solution, which optimizes the trading space. Such a showcase can be both internal (located directly in the trading floor) and external (located on the street).

It includes three components:

storage module.

Module for ordering and issuing goods.

Showcase.

Depending on the conditions, the storage module and the order module can be combined or located separately, then they communicate using a special conveyor.

The storage module holds 200 trading positions, its storage capacity is up to 2000 packages of goods. The module for ordering and issuing goods is a terminal equipped with a display that shows the position code and cost. It provides for cash and non-cash payments.

Advantages of the "selling showcase":

reduction of occupied retail space;

increasing profits through spontaneous acquisitions and sales after the pharmacy closed;

enhances the attractiveness of the street showcase.

Examples of merchandising in pharmacies: trading floor

Consider a specific example of merchandising in a pharmacy - the display of vitamins. Approaches to it take into account different types of buyers and the composition of vitamin and mineral complexes.

When placing goods on the racks, one should take into account the peculiarities of the perception of the surrounding world by buyers of different groups. So, vitamins for pregnant women are best placed just above eye level, and for children - just below this level.

Summary: the main principles of merchandising in a pharmacy

Practice shows that only about 10% of buyers in pharmacies pay attention to shop windows. Therefore, one of the main tasks that merchandising in a pharmacy must solve is to provide an effective overview of the layout.

How to measure the "temperature" of a showcase

Observe the pharmacy customers. Note at which windows most of them stop, and which ones are deprived of attention.

If there is no time to observe, in the article "How to place a product in order to sell it" there is a ready-made table with average statistical data.

Knowing general rules merchandising, which are used in the pharmacy, you will increase the turnover of your organization and thereby profit.

If you do not have enough knowledge in this area, then you can turn to specialists who offer merchandising services.

1. relating to the goods.

Trading stock rule.

The formation of the required level, sufficient for the constant availability of the selected number of assortment items, should be carried out taking into account an integrated approach.

trading stock- a collection of drugs and other goods stored in a pharmacy to cover future needs.

Too large stocks worsen the turnover of goods of running groups and financial resources, and the lack of inventory leads to the loss of customers and a significant decrease in sales.

The rule of rotation of goods in the pharmacy and the shelf life (FIFO rule).

The movement of goods from the warehouse to the trading floor, as well as its sale, should be carried out according to the principleFIFO "First in, first out" , i.e. depending on the timing of their delivery and storage, the first to be transferred to the trading floor or the product that arrived at the pharmacy first should be sold.

Incoming batches of goods must be sold only after the previous ones have been completely sold out.

Controlling the order of receipt of goods and their shelf life, as well as FIFO rotation of the displayed drugs is useful not only to increase the profits of pharmacies, or rather to prevent losses, but also for the convenience of the first-timer.

In the self-service department, goods coming from the warehouse are placed at the back, as customers first take what is closer.

2. rules merchandising relating to the presentation of goods.

Presentation rule.

Items displayed on the shelf or advertised by POS must be available in sufficient quantities to meet demand.

Encouraging a customer to first buy something and then deny him this opportunity is at least not ethical. If there are no drugs or goods on sale that are actively advertised in the media or on the sales floor itself, the pharmacy not only misses out on possible profits, but also undermines the trust of customers.

Before posting a promotion, make sure the pharmacy has sufficient stock and if the wholesaler does not have a defect. Before placing a POS material, check if the exact dosage form or product form that is depicted on it is in stock.

Rule "Face to the buyer".

The product should be located frontally, taking into account the angle of view of the buyer. The main information on the package should be easy to read, not covered by other packages and price tags.

The packaging of a drug or product is a unique carrier of information designed for promotion. By closing this information, the pharmacy loses a powerful advertising tool. It is better to have fewer drugs on the shelf than to put them in a dense mess.

To correct the position of preparations relative to the angle of view of the buyer, you can use stands, slides.

Shelf placement rules.

When allocating retail space, specialists begin by assigning a place to each product in accordance with the volume of sales. The share of the product on the market should correspond to the share of the product on the shelf.

If the drug has a pronounced therapeutic effect, high sales figures and active advertising support, then it should not be removed from the window, citing the fact that the product is already selling well.

On the contrary, it should be given special attention, placed in a priority place. If the drug brings 30% of the profit (100% - all the profit from this therapeutic group), then it can be assigned 30% of the shelf occupied by the therapeutic group.

Priority rule.

Products that bring the greatest profit and have the best sales figures should be in the best places on the trading floor and on commercial equipment.

The most sold and profitable products should be in a priority place. It is necessary to analyze sales figures and select priority places accordingly. Demand should be defined in terms of money, not in terms of the number of packages sold.

For example, a drug worth 100 rubles, which is sold 1 pack per month, should occupy a large share on the shelf, and not a drug worth 5 rubles, which is sold 10 packs per month.

For a pharmacy, the lack of a profitable product on the shelf is a waste of money. In accordance with this, the location of the product on the shelf should take into account the sales performance of drugs in the pharmacy.

The rule of placing price tags.

The average buyer will not buy a product if he has no idea about its price.

The price of the product should be clearly marked and clearly visible to the buyer, the price tag should not cover the packaging of the drug or product.
Price tags should be arranged in such a way that it is extremely clear to the buyer which price tag refers to which product.
The location of price tags should take into account the angle of view of the buyer.
All price tags in the pharmacy must be designed in the same style, it is allowed to change the background and some details to draw attention to certain drugs or goods.

3. Rules merchandising concerning POS - materials.

The rule of optimality.

In the same way that a pharmacy defines its assortment, a pharmacy must select POS materials for the most profitable part of the pharmacy assortment.

The manufacturer always strives to place the maximum range and promotional material in pharmacies with a high level of sales. Thus, in the pharmacy it is necessary to single out a person or group responsible for the work on the design of the trading floor.

Buyer Assistance Rule.

The task of advertising in a pharmacy is to ensure that the buyer meets the product. A buyer considering a product is more likely to buy if he receives the information he needs about the drug or product. Information in the pharmacy should be presented in such a way that customers with different individual characteristics it was easy to get it.

KISS rule.

KISS - (short for Keep is short and simple) Keep it short and simple.

It is necessary to remember that POS materials are made by people, even with a special education, it is human to err. Therefore, before placing an advertisement in a pharmacy, think about how it will be perceived by pharmacy customers and how it will affect sales.

Another important point of application of the KISS rule is the name of the therapy group. It is not necessary to use professional pharmaceutical vocabulary in appeals to the buyer.

Labels intended for buyers should be understandable to a person without a medical or pharmaceutical background. So, "antipyretics" should be replaced by "antipyretic drugs", "analgesics" by "painkillers".

Rules for placement of advertising materials.

When placing in-pharmacy advertising, one should take into account the possibilities and limitations for its placement.
No need to overload the pharmacy with POS materials.
POS-materials should be placed only on the most profitable drugs or goods, i.e. on those drugs that "are already selling well."
POS materials should be placed next to the drug or product, or on the way to it.
Old and damaged POS materials must not be used. POS materials should not interfere with first-timers or buyers.

The rule of cleanliness and tidiness.

Shelves, products, and promotional materials must be kept clean and undamaged.

Most often, in the pharmacy you can find damaged wobblers, worn and deceived stickers, and mobiles that have faded in the sun. All these promotional materials must be replaced with new ones or removed from the pharmacy.

Due to the rapid wear of wobblers, many pharmacies refuse to place them. Another problem is traces of adhesive substance for fixing POS materials.

Before attaching POS materials to the point of sale equipment, make sure that no marks are left on the point of sale equipment after removal. Pharmacy visitors will appreciate the cleanliness and tidiness of the pharmacy, spend more time shopping and come back for repeat purchases.

4. Rules merchandising visual perception.

Rule of figure and background.

The selection of one drug (the leader in the group) against the background of others increases the sales volume not only of this drug or product, but also of the group as a whole. A person always singles out one object from the environment, while other surrounding objects become the background for some time.

We use the Rule of Shapes and Backgrounds when we want to focus the buyer's attention on a particular drug or product for its promotion.

The selection of a figure against the background can be achieved by:

quantity or size , for example, the quantity of one product is larger than another, or the product is large in size.
bright colors . Red, yellow, orange colors are recognized by a person faster. Also, a person pays attention to shiny or luminescent paints. A product with brightly colored packaging is more likely to become a figure.
Non-standard shape of goods or packaging . In this case, the effect of novelty is triggered: a person tends to quickly notice everything new and unusual in his environment. Therefore, a non-standard, original product or packaging will be quickly noticed by the buyer.
Product highlights. What is well lit is better seen. Used when trading in goods that the buyer should consider carefully.
POS materials for the goods. Properly placed POS materials are designed, firstly, to draw the attention of the buyer to a particular product, and secondly, to separate it from other similar products.

Within the framework of the Rule of figure and ground, we also find the answer to the question of why a person pays attention to what is in the center. It automatically starts looking for a shape in the background, even if it is not selected.

Eye Level Rule.

In the zone of the greatest concentration of human attention are objects located at eye level, more precisely, in the zone ± 20 cm from the eye level of an adult of average height, which usually means the second and third shelves from the top with a standard five-to-six-shelf rack. Items placed at eye level sell much better than other shelves. When placing products that are designed for children, you need to take into account the level of the child's eyes.

Dead zone rule.

Everything that a stationary person sees around him is called the visual field. Objects that fall into the lower part of the visual field are often left without attention. At the same time, the lower left corner is the most unfortunate - there the person’s gaze stops the least. Accordingly, the lower shelves, as the least inspected, should be occupied by large packages (for example, baby diapers) or product stock.

Attention Switching Rule.

In addition to the fact that a person is inclined to single out a figure in the visual field, he needs to switch his attention, i.e., to search for the next figure in the background.

This means that it is impossible to place the same type (even bright) product in a long, strict line without visual accents. In such cases, switching attention can be provided by POS materials: vertical delimiters, shelf talkers, etc.

The other extreme is too much product different forms, colors and sizes in one place - also does not allow a person to easily switch from one item to another, accounting for only 5% of sales.

grouping rule.

The Grouping Rule reflects the peculiarities of a person's perception and the peculiarities of his thinking. It is easier for a person to perceive information if it is grouped. Ideally, a product should be grouped for several reasons at the same time, for example, by therapeutic group, trademark, by type of product, by method of application (external, internal), etc.

The main task is to lay out the product so that the buyer can easily navigate it.

Rule 7 ± 2.

According to research in the field of psychology, the scope of a person's perception is limited - at one point in time he can "grab" and remember only five to seven, a maximum of nine items.

In a pharmacy, this number is reduced to 3-5, because during the purchase process, the buyer performs several actions at the same time. It can be recommended that the number of products, brands or POS materials in one row, on one showcase does not exceed five. For example, five remedies called "for diseases of the veins," five kinds of toothbrushes, and so on.

Rule of visual perception of color.

Color has a strong emotional impact on a person. Not the last role is played by the saturation of the color, its shades or combination with another color. Bright, saturated tones attract attention much faster than pale ones.

Light shades are more pleasing to the eye than dark ones. A person's perception of color and attitude towards it also depend on what kind of object is in front of him and what function the color carries.

The use of the same color scheme when decorating the interior of a pharmacy, creating advertisement or drawing attention to a certain drug or product does not always lead to the same desired result.

Successful lighting increases sales, and unsuccessful lighting reduces sales of even a sought-after product. People tend to fix their eyes on those objects that are well lit and, accordingly, clearly visible.

The general level of illumination that creates mood and affects the desire of the buyer to approach and examine the product.

Low level of illumination in the trading floor in combination with spot lighting individual goods creates a cozy atmosphere in the pharmacy, has a leisurely choice of drugs or goods.

A high level of illumination has an exciting effect on a person, causes an atmosphere of celebration, celebration. Accent lighting highlights individual elements/showcases and draws attention to them.

When there is insufficient lighting, customers will tend to quickly walk through the pharmacy, they are not inclined to stop at the windows and examine the goods. Some pharmaceutical companies This technique is successfully used by placing flashing lights next to the drug or by embedding them in a product packaging sample.

Nina Telpukhovskaya, business coach.

Pharmacy merchandising is a set of measures for placing goods and promotional materials on the shelves and shop windows of a pharmacy in order to sell the goods as soon as possible. Speaking more globally, this concept includes not only the display of goods in a pharmacy, but also the planning of a trading floor when a pharmacy opens, when it is necessary to determine: where the pharmacy display cases will be located, how customers should move around the trading floor, etc. Kugach V.V. Merchandising in a pharmacy as an integral part of pharmaceutical care / V.V. Kugach // Recipe. - 2010. - No. 4. - S. 26-32.

The main goals of merchandising in a pharmacy are:

The first goal of merchandising is to increase the convenience of buying (increasing customer loyalty).

The main goal of merchandising is to facilitate the search for the goods necessary for the client in the pharmacy, to make the purchase process convenient and even enjoyable for the buyer. It should also be remembered that the pharmacy does not sell drugs as such, but a complex of medicinal products + trading service - in other words, "service". If the process of making a purchase meets the needs of consumers, then the buyer gradually develops loyalty to this particular pharmacy. And next time he will go to your pharmacy.

The second goal of merchandising is to increase the completeness of the display of the assortment.

This goal is due to the fact that the consumer rarely pays attention to all the goods presented in the pharmacy. An increase in the number of goods not just displayed on the trading floor, but that have attracted the attention of the buyer, can significantly increase sales.

The third purpose of merchandising is to draw attention to individual products.

An important goal of merchandising is not only a general, but also a selective (selective) increase in the sale of certain pharmacy products. Most often, the pharmacy has to achieve:

- increase in the turnover of the promoted product or group of products of a certain brand (for example, during a manufacturer's promotion);
- increase in the sale of "quiet liquid" goods;
- promotion of new drugs or products on the market.

The fourth goal of merchandising is to increase the time spent by the buyer in the pharmacy.

Each commercial enterprise interested in lengthening the time voluntarily spent in it by the buyer. With each additional minute, the probability of the buyer making a purchase increases. Kugach V.V. Merchandising in a pharmacy as an integral part of pharmaceutical care / V.V. Kugach // Recipe. - 2010. - No. 4. - S. 26-32 ..

Merchandising is based on the study of the psychological characteristics of the behavior of buyers at the points of sale of goods. As a result of such studies, the factors that can influence the customer's decision to purchase were identified. Among these factors may be the format of the pharmacy, and the planning of zones, and the placement of advertising materials in the pharmacy, and the design of pharmacy windows, i.e. how exactly the drug packages are laid out on the shelves in the pharmacy, etc.

Merchandising can stimulate unplanned purchases, as well as influence the choice of the buyer in favor of more expensive drugs (with partially planned purchases). This, by the way, facilitates the work of top managers to increase the average check through the use of sales skills. But merchandising (in terms of the power of influence on the buyer's decision to purchase) of course will never be able to compare with the influence that a first-timer can have, using sales skills in a pharmacy, thereby stimulating the purchase of expensive drugs, related purchases, etc. Slavich-Pristupa A. FROM. Advertising and merchandising in a pharmacy / A.S. Slavich-Pristupa. - St. Petersburg: Littera, 2006. - 88s. .

Thus, the pharmacy organization must have a clear policy regarding merchandising in the pharmacy. Those. we need to clearly understand what needs to be done, and what we will get as a result of these actions. And for this it is necessary that the head of the pharmacy, as well as ordinary employees, be trained in the skills of pharmacy merchandising, i.e. knew the rules for displaying goods in a pharmacy.

Pharmacy merchandising has two features in the presentation of products in a pharmacy:

1. The presence in the field of sale of medicines and dietary supplements of a number of requirements of regulatory documentation for storage, display and sale, which the merchandiser must adhere to in his practice;
2. The lack of accurate information from the buyer, why one or another drug is better than another, which does not give him the right to choose.

To date current legislature clearly prescribes the possibility or impossibility of laying out one or another commodity unit of the pharmacy assortment. According to the regulatory documentation, namely, the industry standard OST 91500.05.0007-2003 "Rules for the release (sale) of medicines in pharmacy organizations. Basic provisions", approved by order of the Ministry of Health and Social Development of the Russian Federation No. 80 of 03/04/2003, the entire pharmacy range can be divided into:

1. Assortment available on prescription;
2. An assortment sold without a doctor's prescription.

This document clearly states "6.1. Dispensing (sale) of medicinal products is carried out by prescription and without a doctor's prescription…". It is also clearly stated that "...6.11. For information about medicines and other products authorized for dispensing from pharmacies, various types of display cases can be used, where medicines sold without a doctor's prescription and samples of available goods are displayed ... ". The list of over-the-counter drugs is regulated by the order of the Ministry of Health and Social Development of the Russian Federation No. 578 dated September 13, 2005 "On approval of the list of drugs sold without a doctor's prescription."

With regard to the display of prescription drugs, Order No. 80 of 2003 does not clearly prescribe a ban on the display of this group of goods, although it is implied.

When laying out medicines and other products of the pharmacy assortment, the storage of the latter becomes. As you know, in the trading floor, on the windows, not dummies are often laid out, but the drugs themselves, as well as other pharmacy products. In this way, display cases also become storage equipment to some extent. The main documents for the storage of medicines are the order of the Ministry of Health and Social Development of the Russian Federation 377 dated November 13, 1996 "On approval of instructions for organizing the storage of various groups of medicines and medical devices in pharmacies" and the industry standard OST 91500.05.0007-2003 "Rules for dispensing (realization ) medicines in pharmacy organizations. Basic provisions "approved by order of the Ministry of Health and Social Development of the Russian Federation No. 80 dated March 4, 2003. According to these documents, the entire range of medicines and goods sold in a pharmacy can be roughly divided into:

1. An assortment that does not require special conditions storage;
2. Assortment requiring special storage conditions.

But on the other hand, showcases cannot ensure the fulfillment of all storage requirements, namely, protection from light, high temperature, moisture and other aggressive factors prescribed in the current regulatory documentation. It follows from this that only those assortments that do not require special conditions can be laid out in the windows.

For the most part, the assortment requiring special storage conditions includes:

? Medicines and dietary supplements that require storage in a place protected from light;
? Medicines and dietary supplements that require storage at low temperatures;
? Medicinal plant materials;
? Rubber products;
? Dressing material and aids.

These groups of the product range cannot be displayed on the showcase, because showcases will not be able to provide any protection from light or from low temperatures. With regard to rubber products, in addition to all other requirements, storage at a relative humidity of at least 65% is added; some of them must be kept hanging. Speaking of dressings, the regulatory documentation does not state that they should be stored in a place protected from light, but it is indicated that the racks should be painted over with light oil paint from the inside.

There are two ways out of this situation: the first is to clean everything in the cabinets. But then the meaning of the shop windows is lost, because. the range that does not require special storage conditions is quite small. Another way out of this situation is to lay out dummies instead of medicines and biologically active additives, i.e. empty secondary packaging. Those companies that care about the promotion and sales of their products are willing to provide models for pharmacy organizations. Or you can do without representatives. Regulatory documentation, it is not prohibited to store a medicinal product or biologically active additive in accordance with the specifics of storage without secondary packaging. These secondary packages can also be used as dummies.

Showcases are also perceived as storage equipment and are subject to the same placement requirements as shelving and cabinets. According to paragraph 2.8. order of the Ministry of Health and Social Development of the Russian Federation 377 of November 13, 1996 and clause 3.20. industry standard OST 91500.05.0007-2003, approved by order of the Ministry of Health and Social Development of the Russian Federation No. 80 dated 04.03.2003, the entire pharmacy assortment should be stored:

? at a distance to the outer walls of at least 0.6-0.7 m;
? at a distance to the ceiling of at least 0.5 m;
? at a distance of at least 0.25 m from the floor.

Accordingly, showcases must be designed and placed in compliance with these conditions.

The rule of the dead zone in the pharmacy. Placement of goods in a pharmacy

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