Pharmacists in Smoking Cessation

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security and PCRS claims handling, to name but a few. Most courses are delivered in classroom situations but we are looking to develop more online training programmes so that staff will not have to travel; keep an eye out for these developments. Staff planning is also a huge aid in keeping the levels of theft low in the pharmacy. The Garda Analysis Unit has identified that most theft from pharmacy happens between 1.00pm-6.00pm. These are the times when you are rotating staff on lunches and you are not at full strength. Identify through your figures when the busier times of day are for you to ensure that you have the optimum number of staff on duty, ensuring the best service to your customers. Customer service Draw up a plan of action for your pharmacy for a consistent message from entering the pharmacy till leaving the pharmacy. With all areas of the business being examined for cuts, staffing is always an area looked at. If you have had to reduce your staff numbers, service levels may have dropped. Make a plan to speak to all your customers, within reason, who enter your pharmacy. I am sure that you are giving that personal touch to your customers but their perception of you and of your staff and premises will lead them to tell other people of the service that you provide. Do not be afraid of coming out from behind the dispensary and dealing with your customers. If your staff see you leading the way, they will follow suit and there will be a consistency of service throughout the pharmacy. Use customer surveys to find out how your service levels really are. Template surveys are available on the IPU website in the Business Section under Customer Service & Retention. Communication planning Do you have regular staff meetings throughout the year or are they just ad hoc, normally when there might be an issue? Regular communication with the staff empowers them to feel they can approach you, the owner, if perhaps a product is not selling or they have an idea that might work to sell an item. When I am reviewing pharmacies, I encourage the staff members to think about what they would do and how they would do it. There are many good ideas just waiting to be tapped into and maybe one of them is in your pharmacy. Encourage these ideas and develop them by talking them through. If you agree to go with an idea, follow through with it, take a hands-on role in it and implement it. If it is successful, reward the staff. These are the true elements of a successful manager. Store layout The majority of customers now expect to get a retail experience when they enter any pharmacy. Take a look at the layout of your pharmacy and think like a customer. Are products easily seen and found? Is there clutter around the pharmacy? Is it a pleasant experience to be in the pharmacy? These are the questions you need to ask. If you can see that there are issues in the pharmacy, be pro-active and deal with them. There are options available with regard to category management or business reviews but you need to have a clear picture in your head as to where you want the business to go to. Stand in front of the pharmacy and look in. See what your customer sees. Look at the layout of the pharmacy and see if there is a natural flow to the product layout. If it looks untidy, cluttered or the flow is all wrong, your customers probably think the same. Try to create a flow in the pharmacy that creates different experiences for your customers. Marketing your pharmacy Marketing your pharmacy is the sure fire way to get extra customers in. But how do you do it? Effective signage inside and outside your pharmacy is a must. Remember not to go for overkill but to highlight the value and service that you provide. Ensure that any signage that goes on your pharmacy door or window is relevant and is highlighting something about your business. Do not overload window displays that lead a customer to think “is this a pharmacy or an electrics shop”? Draw up a timeline plan for your window displays. Don’t just give the space away, look at what message you want to portray to your customers and those passing customers, to entice them to come into your pharmacy. Inside the pharmacy, the use of signage is a must. I have seen overkill on this, which just confuses customers, and ultimately leads to no sale. Signage should be clear, concise and placed at the correct products. Using A4 signs stuck up with sellotape makes your pharmacy look unprofessional. There are a number of solutions available to help you provide a professional look to your signage. Remember, customers expect a retail experience. In order to move with changes, you need to have a business plan for all aspects of the pharmacy. To many, this seems like hard work but by putting the work into a complete business plan, you and your team can reap the benefits. Put a plan in place, work through it, get involved with the staff on the plan and lead your business to where you want it to be. If you would like further information on anything discussed in this article or would like to get help with the retail element of your pharmacy, contact Darren in Butterfield House on 01 493 6401. GET THE RETAIL FACTOR IN YOUR PHARMACY. For further information on the IPU Retail Review service, please contact Darren Kelly on (01) 493 6401 / 086 028 9825 or email: Darren.kelly@ipu.ie IPU Retail Banners 190X45 MAR16 ART.indd 4 25/03/2016 17:55 48 IPUREVIEW FEBRUARY 2017
Tailor-made just for your pharmacy A bespoke retail review of your front-ofpharmacy will give your pharmacy a facelift to boost your sales without overstretching your budget. Our One-Day Review will include: n Expert advice on your retail offering n A complete review of the front-of-pharmacy including category management and promotion planning n Providing training in sales techniques n Re-merchandising displays (interior and window) to enhance the retail experience in your pharmacy n Helping you and your sales team develop new sales ideas n Using key performance indicators to help you increase front-of-pharmacy business n Motivating your sales team to be innovative, sales focused and up to speed on product knowledge With over 25 years’ experience in FMCG and Pharmacy, IPU Business Development Manager Darren Kelly can help your business get the retail factor. If you would like further information on this service or would like to book a Retail Review, please contact Darren on (01) 493 6401 / 086 028 9825 / email: Darren.kelly@ipu.ie How we helped one pharmacist... Extremely impressed with the service provided by Darren on merchandising advice both pre- and post-refit. Laura Addley Haven Greenes Pharmacy Rathfarnham And another... Very organised, little disruption to the day to day working in the pharmacy. Anne O’Rourke The Mall Pharmacy Sligo
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Pharmacists in Smoking Cessation

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