By Megan Moyer corporate marketing manager, for the “Profits in the front end” blog series
The profitability of your front of store is a top priority as it becomes more and more challenging to make a profit on prescription business. To make sure your customers are aware of all your store has to offer, create a full-store shopping strategy. In continuing
education (CE) sessions we’ve conducted, we refer to it as “four-corner exposure.” Drive your customer to as much of your store as you can – lead them to each and every corner.
You don’t want shoppers to have a direct path to the pharmacy counter because it’s also a direct path back out the door. Prevent this by creating disruptions such as breaking up your gondola runs. If you stagger your gondolas, traffic patterns dictate customers must go through at least some of your front-end departments on the way to and from the pharmacy counter.
Creating dynamic endcap displays is another way to encourage full-store shopping. Endcaps are the second-most shopped area of the store and provide an opportunity to cross-merchandise items from multiple departments that address a condition or are related to a season or special occasion. Another idea is to assign certain endcaps to feature local products and one with new items. If shoppers know they can find unique or interesting items on your endcaps, they will seek them out and make their way around the store to shop them.
Eye-catching signage that is updated regularly also encourages customers to explore various areas of your store. Use aisle markers, especially for key destination categories, such as cold & allergy. Make it as easy as possible for your customers to find what they are looking for, and also discover new sections to shop.
A well-thought-out store layout will promote traffic flow to all areas of your store, and foster a full-store shopping experience!