Drug Store Shoppers Seek Pharmacist Interaction
The business environment for drug stores is growing more competitive as consumers discover a wider variety of options for purchasing their prescription medications. Shoppers are likely to consider alternatives like online solutions or discount stores when it’s time to fill a prescription. shows that drug stores can increase sales by following one simple strategy.
These days, consumers like to talk in person to a pharmacist. The J.D. Power study shows that only 1 in 25 customers will “initiate a conversation with a pharmacist in a brick and mortar store, so it’s essential for staff to ask customers if they would like to speak with a pharmacist.” Consumers say they primarily want to know about the cost of a new medicine and potential side effects. These are the details a pharmacist is uniquely qualified to explain. These personal discussions can generate higher store sales as follows:
- Purchase of an OTC medicine 29%
- Purchase of a non-pharmaceutical product 59%
Consumers also appreciate hearing from drug stores regarding when their medication supply is about to run out and when they’ll need a refill. In addition, drug stores can increase their loyalty and foot traffic by having an in-store health clinic.
Drug store shoppers are more likely than average to purchase new cosmetics, greeting cards and perfume in the next year. Drug stores may want to promote these products along with pharmaceuticals in order to increase sales. AudienceSCAN data also indicates that 68.1% of drug store shoppers prefer shopping at a locally-owned store when price and product are the same. TV ads have influenced 45.2% of drug store shoppers in the past 30 days while 36.9% say the same about sponsored search ads.
AudienceSCAN data is available as part of a subscription to AdMall for Agencies. Media companies can access AudienceSCAN data through the Audience Intelligence Reports in AdMall.