Showmanship and Your Pharmacy

26th January 2016

For most of people working in the same space day in, day out, showmanship is something that doesn’t even cross their minds.

You fall into a comfortable routine. You know where you need to be and what you need to do, and have honed your day’s work to maximum efficiency. You keep on top of the shop floor, ensuring that shelves are full and products easy to find.

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Making sure that the day-to-day operation of your pharmacy is as smooth as it can be is a crucial part of a pharmacy’s success, but it’s definitely not the whole story.

Nowadays, the level of service customers expect is reaching completely new heights. They don’t just want efficient service and easy-to-find products. Your customers expect something more. When you’re focusing on the day-to-day running of your store, the customer experience is something that can fall by the wayside somewhat.

It’s key to remember that showmanship is becoming more and more important in attracting customers into stores, and that’s just as true for pharmacies as it is for any other retailer.

That sounds scarier than it is. When I say showmanship, I don’t mean pulling rabbits out of hats or belting out power ballads in front of a smoke machine. It’s a much subtler sense of performance than that, and one which leaves your customers feeling like they’ve experienced truly special service.

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Finding creative ways of impressing your customers can be challenging, especially when you add the demands of running a pharmacy into the equation. Fear not, though there are ways you can make sure your customers leave with a smile, without creating an unmanageable amount of work for your team.

An element I’ve seen become hugely successful in our pharmacy designs is a designated area to demonstrate products to customers. A small focal point for your shop floor, with seating for face to face consultation, is a powerful tool in wowing your customers.

Here’s why. You’ll know from experience that customers naturally have questions about products which they need, whether this one is better than that one, and so on and so on.

Moving to answering these questions in a dedicated space is a small change, but a significant one. It’s all about giving your great service an appropriate setting, shining a spotlight on your knowledge and customer service.

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As with so many things, it’s how you make the customer feel that’s important. Give them space to sit, ask questions about products and feel they’re being listened to, and they’ll leave with a warm glow that has them returning to you time and again.