By Kyle Lentz, category analyst, for the “Profits in the front end” blog series
Themed endcaps offer several opportunities to generate additional sales in your front-end. Changing them monthly
also helps keep your pharmacy area looking fresh. We are lucky to be in an industry with no shortage of “specialty” months or observances. From American Heart Month in February to National Healthy Skin Month in November, there are ample topics to chose from when generating a profit-building endcap. The best part of these themed endcaps is that you can usually fill them with product you already have in your pharmacy.
Step One: Decide on what type of endcap you would like to build. The endcap does not have to be based on an observance month, holiday or seasonal endcaps work just as well. Some examples of these include a New Year’s endcap with healthy products to help your customers start the new year off on the right foot, or an allergy endcap in March to coincide with the changing seasons. It’s up to you, be creative. Take what you know about your customers and turn it into a profit-generating idea.
Step Two: Decide on the types of products you want to include in your endcap. Take products from your existing shelves to fill the space and order any additional products you may need to round out the selection. Choose like products that help treat or manage the condition you have focused on. If you chose a Heart Health endcap, include products like a blood pressure meter, low-dose aspirin, heart-healthy fiber, and vitamin supplements. We also recommend adding some signage and brochures to the endcap to tie everything together.
Step Three: Set the endcap and announce this month’s theme in your promotional materials and store fliers, as well as on your website or your pharmacy’s bulletin board. Your message should include why you have built the endcap and how your intent is to help promote the general health of your customers. Have fun with it, talk about it with your customers who come in to pick up their prescriptions. Recommend products from the endcap to customers who fit the need state and explain to them how a certain product may help with their condition.
Step Four: Watch the additional sales the endcap generates continue to grow as your customers pick up that one additional item before leaving your pharmacy. Also see your customer’s trust increase after you have demonstrated your interest in their personal health. As you reach the middle of the month, start the process over with step one!
