January 5, 2019

News, products, marketing and merchandising tips for the
front end of community pharmacies

* TIPS From NCPA's Front-End Guru, Gabe Trahan *

7 Habits of Great Merchandisers

It's time to get your store in post-holiday shape. Yes, you too can be a great merchandiser with these seven do and don't tips:

Great merchandisers place displays where the display belongs not where they fit. You've seen it happen, a new floor display comes in, and it either is placed up against an end-cap squeezing the opening of an aisle or placed against a pole. Poles seem to be magnets for displays. Great merchandisers will first recognize where the floor display needs to be to attract the most sales while not blocking customer traffic. Merchandisers will clear the space needed by repositioning other merchandise no matter how much work it is. Yes, it may take more than 30 minutes, but it will be worth it.

If no room is found for properly positioning a floor display, great merchandisers will become creative. They will use the header card from the display and use it as signage for an endcap. The end-cap is filled with the product that came with the display. A great merchandiser will not hang on to the unused portion of the display thinking that someday it will be handy to have. It never is, it goes into the recycle bin never to be seen again. See "Allergy End-Cap from Floor Display" on this web page.

Great merchandisers do not decorate end-caps to look pretty as if the end-cap was a window display. Instead, they create and load end-caps to sell product! The never add plush toys or wrap the shelves with gift wrap in hopes of making a poor end-cap look better. Great merchandisers know that end-caps are not a team effort!

Great merchandisers know that end-caps and specialty displays are only complete when a well-designed sign has been added to the display. Great merchandisers create signs that promote the benefits and features of the item and do not list the price on the sign as if it was a warning.

Great merchandisers understand that props such as leg mannequins, and or signs are the most important ingredient of a display and position them at eye level then merchandise product around them. Props bring attention to the product, not the other way around.

Great merchandisers are not scared to reposition shelves! They will not create a display until they find the right size shelving, they will insist on clean shelves and position them so the product looks just right.

Great merchandisers position product on end-caps by value not by size! The old and wrong way of merchandising by placing the smaller items on the top shelves and the larges items on the bottom shelves never enters a great merchandiser's mind. The 2lb boxed chocolate goes on the eye level shelf, and the 2oz box of chocolates is placed on a bottom shelf. See "Boxed Chocolate End-Cap" on this web page.

* Front-End Marketplace Vendor of the Month *

Soft and Snuggly: Warmies

This month, stock up on these huggable, snuggable, and lovable plush toys. These stuffed animals are microwavable and smell of soothing lavender when heated. They are a perfect comforting remedy for cold and flu season. Take 10% OFF and receive FREE shipping when you order an assortment of 24 or more Warmies (at least $240) this month. While you’re at it, be sure to check out other vendors on www.frontendmarketplace.com for additional cold and flu fighting products.

* More from Hamacher Resource Group *

Resolution: Make new resolutions for my store

The new year is right around the corner so it's a good time to think about resolutions you can make not only for yourself, but also for your store. Here are a few ideas for store resolutions.

Front End Resources for NCPA Members

Being a member of NCPA means you have access to a treasure trove of helpful hints, tips, and resources to make your front end more profitable! Download One-Pager Tips on a variety of topics. Gabe typically posts a tip once or twice a day on his Twitter account — if you're on Twitter, give him a follow at @NCPAGabe. You can also find tips in Gabe's monthly column in America's Pharmacist. The Overhaul of Fame galleries contain hundreds of photos to inspire you, from effective signs to successful end-caps and everything in between. Finally, you and your staff can access several staff training videos that will help you take an objective view of your store, both inside and out!

This wealth of knowledge is due to the fantastic photos, ideas, and suggestions we receive every day from NCPA members like you. Drop him a line at gabe.trahan@ncpanet.org with your questions, photos, best advice, and recommendations. What's selling well in your store? Let us know.

"Profit Makers" is produced by NCPA in collaboration with Drug Store News

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