February 6, 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 *

February is American Heart Month

Use this theme as an opportunity to market your heart health products to customers. Create an end-cap of heart-healthy products, such as omegas, fish oil, coenzymes, red yeast rice, and other vitamins. Place a red heart on the shelf next to any heart-healthy item in your store (e.g., CoQ10, aspirin). Create signs that read, "Look for the red heart and give the gift of health!" and place them throughout your store during the month of February.

Lovely Valentine's Window Displays

Need an idea for a seasonal window display? Consider dangling paper hearts, hearts drawn with glass wax, a large sign that reads "Valentine's Gift Headquarters" and "Don't Forget Valentine's Day, Sunday the 14th." I also have seen a plush dog resting on a dog house with a sign that reads "Don't Let This Happen to YOU!... Valentine's Day is Sunday the 14th!" Then on the 15th the sign can be replaced with "Did you forget Valentine's Day? Come on in, we can help!"

Don't Discount!

Resist discounting your Valentine's Day items before the 14th! This coming week is when you will make most of your Valentine's profit. Discounting items before the holiday trains your customers to wait for a sale.

Your Valentine's Day Last-Minute To-Do List:

  • Assign someone to straighten the greeting card section twice a day from Wednesday through Sunday; check for missing envelopes.

  • Fill holes in your greeting card section with boxed chocolates and candy.

  • Ensure the only items on your checkout counters are Valentine's Day items.

  • Add a red or pink bow to slow-moving gifts and items like plush. Take the bows off after Feb. 14.

  • Consider offering free gift wrap on Saturday, Feb. 13 to attract last-minute shoppers (most likely men).

* More from HRG and Drug Store News *

Develop a Health Care Information Center

There are so many ways independent pharmacies can differentiate themselves from their competitors. We all know service is chief among them, which includes the personal relationships you can build with patients. You can strengthen relationships and build loyalty with new and current customers by providing health care information.

Special Report: Health Event Horizon

For years, community pharmacy has presented itself as one of the best solutions out there for the ills plaguing the nation's overstretched and over-costly healthcare system. Few things drive that message home as effectively as the rapid growth of in-store health fairs and disease screening events at drug store, supermarket and mass merchandise pharmacies nationwide. In this special report, DSN examines the growth of in-store health fairs.

OTC Category Reviews: Home Health Care

DSN senior editor Michael Johnson examines the sales activity in the home health care category, highlighting new products that are transforming OTC in this multi-page report.

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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