Below I propose a mini set of 4 questions I received during an interview with a pharmaceutical marketing expert
- What are the space design errors you most frequently notice in Italian pharmacies?
Among the most common design errors encountered in pharmacies, the uncontrolled arrangement of goods is a classic
Very often we cover every single inch of space with all sorts of goods and/or displays and this generates a lot of confusion for the customer and difficulty in managing the products by the pharmacist.
This mistake is usually the result of the risky choice not to rely on a specialized designer in favor of an apparently cheaper but harmful “do it yourself” solution in the long run.
2)What is the biggest mistake pharmacists make in managing the mobility of people within pharmacies?
It must be assumed that the goal of the pharmacist must be toextend as much as possible the time customers spend in their pharmacy; but to do this it is necessary to create conditions of comfort and well-being for each type of user. Excellent lighting, skilful air conditioning, order and interesting geomarketing paths help a lot in this. The most common mistake is not giving the customer a pleasant experience, reducing the visit to the pharmacy to a hurried task to be done
- What factors do you think most limit the visibility of products in pharmacies?
According to my experience as an architect and furniture manufacturer, the visibility of the goods depends on two key elements: the lighting and lightness of the displays. Every single piece of furniture must be conceived and designed not to be the protagonist, but to be the privileged frame of the product on display. The well-designed and calibrated lighting does the rest. Good planning in the pharmacy must always favor the sale of the product, making the whole environment comfortable and at the same time capable of satisfying the demand of the most varied users
- What are the top three things you would suggest to pharmacy owners to significantly improve customer satisfaction?
The first thing I feel like saying isalways rely on a professional, improvisation never brings anything good and having a person next to you who knows what to do will shake off an avalanche of problems and nasty surprises!!!! The second …… Never forget that the customer must come not because he is forced, but he mustchoose to come to your pharmacy. Finally, the pharmacy must become place for healthy wellbeing experience….let’s keep up with the times, the customer will appreciate!
