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1-INTRO RETAIL (Retail pharmacy (Store layout, Merchandising, Display,…
1-INTRO RETAIL
Community Pharmacy
healthcare facility that emphasizes providing pharmaceutical services to a specific community. Typically, a registered pharmacist dispenses medicine from the community pharmacy.
Retail pharmacy
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Service – customer service, communication skills
SIGNAGE & GRAPHIC
Function
Graphics- can add personality, beauty to the stores image
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Identify the location of merchandise - Large stores display directional signage to guide customers around the store and from one area to another.
Type of Signages
Category signage: used within particular dept or sector of the store, smaller than directional signs, to identify the types of products offered-located near the referred goods
Promotional signage: Signage displaying special offers may be displayed in windows to entice customers into the store.
Point of sale: placed near the merchandise they refer to so that customers know its price and detailed information. Help to quickly identify special offers
Lifestyle images: use various images such as pictures of people and places to create moods that encourage customers to buy the products
Digital signage : Visual content is delivered digitally through centrally managed and controlled centrally.
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Feature Area
Free standing display : Are fixtures or mannequins located on aisles designed to primarily attract customers attention and bring them into the department.
Often display and store most newest, exciting merchandise into the dept
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End caps : displays located at the end of aisle products sales increase dramatically. Use for higher margin, impulse merchandise to communicate promotional offer
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Cashwraps : POP counters or checkout areas are places in stores where customer can purchase merchandise. Go to these areas and wait in the line to make a purchase, often display impulse purchase, reduce customer complaints for poor checkout service, reduce staff and increase customer convenience
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Layout
Grid
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Well suited for shopping trips in which customer needs to move through entire store and easily locate the products they want to buy eg grocery – supermarkets
Cost efficient, less wasted space, all aisles are of same width.
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Racetrack
To direct customers through the stores, aisles must be defined by change in surface/color
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Facilitates the goal of getting customers to see the merchandise available in multiple depts and facilitate impulse purchase
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Freeform
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No well-defined traffic pattern, customers are not drawn towards the store naturally.
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Retail pharmacy
has retail pharmacist whom provide general healthcare advice and supply prescription and non-prescription medication to the public
Retail
The sale of goods to the public in relatively small quantities for use or consumption rather than for resale.
Store Design Objectives
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Meet legal requirements
Requirement : counseling room, dispensing counters
The medicine dispensing area should consist of : Prescription counter, Counseling area, Medicines preparation area (dry and wet compounding), Screening tests area
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