January 23, 2016

Produced in collaboration with Drug Store News

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

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

If You Sell Vitamins, Then You Sell the Best Valentine's Gifts

The right supplements can be the best gift for the heart. Choose supplements that you feel comfortable recommending to patients and prepare a "Valentine's Gift to the Heart" display. Some possibilities include your favorite multivitamin, a CoQ10, fish oil with Omega-3, vitamin D, or even some green tea or red yeast rice extract and/or low-dose aspirin. Add reading material and a sign encouraging healthy eating habits and exercise to your display. With a red ribbon, tie three bottles of the same supplement together (roughly 90 days' worth) and promote the items as "90 Days of Heart Health."

Valentine's Day End-Caps You'll Love

Merchandising for Valentine's Day can be a lot of fun. Plan your end-caps now. Possible themes include: chocolates, sugar-free/gluten-free candy, fragrances, photo frames, scarves, candles, and premium skin care. Every end-cap must have a sign; try adding a pink or red backdrop to the fixture to add a splash of color. If you dedicate a section or a complete aisle to Valentine's Day, make sure you have an end-cap leading into this area. Don't spend a lot of time wrapping your shelves—paper doesn't sell product. Great presentation, full shelves, themes, signage, and pricing makes your sale.

Your Valentine's HQ To-Do List

Get ready for Valentine's Day by accomplishing these tasks this weekend:

  • Prepare answers to the question, "What do you have for Valentine's Day?" Make sure all employees know the answers.

  • Display an easel or poster board with the countdown for Valentine's Day near your register(s).

  • Valentine's Day falls on Sunday, right on the heels of Friday—a typical payday—you will be busy! Ensure you will have enough staff on hand, your greeting card section is full (no holes), and there is an envelope for every card.

Offer Delivery? Tell Your Customers!

Cold weather is a terrific time to highlight your delivery service! Use social media, in-store/digital signage, and remind callers about this personal service.

* More from HRG and Drug Store News *

Identify Your Most Productive Categories

Knowing which categories are the most productive in your store can make a powerful impact on customer satisfaction and profit potential. Do you know which categories are succeeding in your pharmacy?

ClearPop Helps Ease Earaches With Unique Lollipop Design

ClearPop recently introduced a lollipop with a patented shape optimized to pull congestion out of the middle ear and into the mouth for use in children with earaches.

KT Tape Signs Endorsement Deal with USOC Ahead of Summer Olympics

The USOC endorsement is expected to drive significant awareness around a category that only has 4% household penetration in the U.S. market.

Don't Forget

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 and Gabe's Gallery 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 the first of several staff training videos that we'll be rolling out over the coming months. These videos 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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