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Opportunities in Vitamins: Increasing Sales Through Cross-Merchandising and In-Store Signage!
Opportunities in Vitamins
Josh Rimany declares no conflicts of interest or financial interest in any product or service mentioned in this program, including grants, employment, gifts, stock holdings, and honoraria.
Liz Tiefenthaler is President of Pharm Fresh Media. The conflict of
interest was resolved by peer review of the slide content.
Gabe Trahan is the Senior Director of Store Operations and Marketing
with NCPA. The conflict of interest was resolved by peer review of the slide content.
1. Create a merchandise cross‐selling plan for your pharmacy front end. 2. Discuss the use of color and design to create branding and how to use the brand image to build sales. 3. Plan signage, sign rotation, special promotional signs, and measurement for optimal results.
Learning Objectives
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Charlotte, NC20082014
Dilworth Drug & Wellness Center!
Josh Rimany RPh.
6 Pharmacies within 1½ miles
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Dilworth Drug and Wellness Center
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"Live Better, Stay Well."
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#1 size is the 60 count.
139% GROWTH
0
200
400
600
800
1000
1200
2012‐13 2013‐14 2014 ‐15 2015 ‐16
456
756
9371090
Probiotic by Unit Sales
2015 Ranked #1, 2, and 4 best selling items
0
100
200
300
400
500
2012‐13 2013‐14 2014 ‐15 2015 ‐16
183
313335
407
Omega 3 by Unit Sales
123% GROWTH
#1 size is the 150 count
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0
100
200
300
400
2012‐13 2013‐14 2014 ‐15 2015 ‐16
162
316353
393CoQ10 by Unit Sales
142% GROWTH
#1 size is the 30 count 100mg.
CoQ10 Omega 3 Probiotic
2.8X 2.2X
Three Top Sellers by Retail Dollars
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By Unit Count
Supplements Non Supplements
Top 25 Selling OTC Items
Vitamins
VitaminsVitamins
Vitamins
Vitamins
ENTER
Pharmacy
Vitamins
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Reposition
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Testing one two theree
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Here is a test of your readiness to expand into the vitamin and supplement market.
1. Do you have a brand promise that is actionable, emotional and/or social?
2. What kind of experiences will a customer have that demonstrates this brand promise?
3. How can you make this experience one that people are willing to pay for?
4. Is it clear to your employees what behaviors deliver this brand promise to customers?
5. What is your plan to operationalize and systematize in a way that everyone is on the same page?
Expansion Test
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How much impact does design have on trust and mistrust of health websites?In a test of consumer reaction, of all of the factors mentioned for rejecting or mistrusting a website:
• 94% were design related• 6% were content related
—Derek Halpern, “Trust and Mistrust of Online Health Sites”
Design Impact
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Brand Experience Priority
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Digital Media
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Don’t market products. Market what the brain craves.
Use great design and persuasive communication that is focused, attention getting and actionable. Done right, your patients are willing to pay for the opportunity to be sold.
Value your brand experience
Anti AgingAnti Aging
Weight Control Weight Control
EnergyEnergy
StressStress
Sleep Sleep
LibidoLibido
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Vitamins
Supplements
Find a vitamin line you can recommend!
I don’t think it will hurt you.
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Offer different types of quality not color of labels.
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Photo credit: b‐change.me
The Paradox of Choice
Good Better Best
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National Brand ‐ Preferred Brand – Low Cost
Category Placement
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Pharmacist Recommended Brand 4ft Section in Front of Pharmacy Bench
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High Profile Wall
Vitamin & Supplement good neighbors:
• Across or in line with Cough & Cold.
• Across or in line with Ant Acids and Laxatives
• Within in site of waiting area.
• Leading end cap into Vitamin category.
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Sign Design STEPThree
This Item is recommended by our pharmacist
Josh!
This item is Recommended by our
Wellness Team
ThisItemrecommendedbyourpharmacist.Live better. stay well.
Use business size cards.
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Less than a cup of coffee a day!
If you need to use price either:
Use the word “ONLY!”
Less than 50¢ a day.
Great Signs Never Mention Price
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• Trimethlglycine (TME)
• In a Liposomal Liquid form
• Graduated Pipette Dispenser
• Supports Healthy Homeocysteine levels
Manufacturer Speech
Manufacturer Speech
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No Clinical SpeechHow’s your folate
metabolism? Vitamin B12 or cobalamin plays essential roles in folate metabolism and in the synthesis of the citric acid cycle intermediate, succinyl-CoA.
Feel like taking a nap?
Ask our pharmacist if our B12 is right for you.
Choosing Graphics
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Ask our pharmacist about B12
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(Demo PowerPoint)
DESIGN Slide Size
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In House Design and Printing
Out Source Design and Printing
STEPFour
• Feminine Hygiene• Shaving• Antacid / Laxatives• Pain Relief• Cough & Cold• Hair Care• Skin Care• Family Planning• Vitamins• Eye care• Diabetic Supplies
Cross Merchandising with Signs
STEPFIVE
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www.crnusa.org/roadmap/CRN-FMI-RoadMap-wPharmWeb.pdfwww.crnusa.org/roadmap/CRN-FMI-RoadMap-wPharmWeb.pdf
Council for Responsible Nutrition
Opportunities in Vitamins