Pharmacies and You! Drugstore
Reality of the market shows us that retail companies, including pharmacies, do not take into account feeling of a customer and will persist no matter what in order to beat competition. This type of customer manipulation is one of the most efficient ways of stimulating sales together with promotional activities. However, even though this may seem rough, there is nothing unethical in manipulating a customer. Of course, if it doesn’t cross certain borders. For example, it is unethical to sway client so that he buys pricier drug. We all know that customers today do not purchase only products, but also the emotions that go together with it. If you buy an expensive pen, it will give you a feeling of high social status. Similar goes for supplements. These genius products can be used by practically anyone and they give us feeling of good health. This is why they became so popular in short amount of time.
Because of this, pharmacy is not that much different than any other store. Customers do not go there only if they are sick. Instead, they are willing to purchase various products such as before mentioned supplements in order to remain healthy. Furthermore, given that individuals are becoming more aware of necessity to live healthy, pharmacies have attained special position. If it weren’t for this state of mind, pharmacies would have had only drugs in their inventory. Good assortment of non-drug products, easy purchase and possible consultation with a pharmacist represent core elements of every pharmacy that allow control and manipulation of a customer.
According to data provided by You! Drugstore, only 40 % of shopping is planned. Other 60 % are impulsive made in an instant during visit to a shop. Buyer usually enters pharmacy with clear intentions (unlike visit to other stores) however; he often leaves with more items than necessary. As of late, pharmacies started using the same marketing tricks that are being used in other stores. For example, shop owners position their best and most profitable products in line of the eyes. This stimulates customer to purchase a certain item. These drugs can commonly be used by anyone and have multiple functions, such as Aspirin. Even though customer had clear vision before shopping, he may choose this product as well.
The newest innovation when it comes to pharmacies is online shopping. This was much needed solution that allows bigger comfort for patients. However, it goes against every marketing aspect that is present in classic stores. When a patient buys drugs through the internet, he cannot be swayed by promotional activities of a pharmacist. Instead, he will probably only purchase items on his list and nothing more. This is a big issue for stores because it significantly reduces their profit. On the other hand, this is something that needed to be done. Like any other business endeavor, companies evolve over time in order to improve customer’s experience. But, have in mind that this also led to some negative issues given that almost anyone can sell drugs over the internet.