Drug retailers do the right thing in three links

Drug retailing, like other retail trades, must do the right thing at key links and key points. Otherwise, the performance is difficult to improve. Generally, retail is divided into customers before they enter the store—customers enter the store. After the transaction process - the post-purchase service three key links, the following is a reflection of the correct time when the three joints must do the right thing.

First, the customer to enter the store for contention: the key is to do a good job of brand positioning and store position we know that the current competition in the store is extremely fierce, competing for customer traffic is the premise of sales, affecting the importance of customers into the store is ranked:

Convenience first.

In addition to the chronically ill elderly customers, convenience is a factor that must be taken into account when retailing drugs. Store selection is the first requirement of convenience and is the first driving force for customers to enter the store. Site selection is a scientific system project and is closely related to the positioning of the industry. Walgreens is an American chain pharmacy that constantly changes its store location to achieve maximum convenience. Store space management, sales management, everything should be around the convenience of the customer, not the convenience of their clerk,

Corporate brand positioning second.

The corporate personality, corporate positioning, products and services of chain pharmacies, and brand communication should all have their own characteristics. There are reasons why consumers cannot come to their own stores. I asked local taxi drivers in Suzhou many years ago where to buy medicines. The driver said that the large pharmacy in Guangdong Province shows that its brand awareness is high.

It must be understood that although low prices and promotions are also grounds for consumers, they are not core competencies and reasons, and they will result in low price dependence. There is no technical content for price wars and promotions, and low-cost promotions can only be for Letting consumers to obtain temporary passenger traffic.

Second, after the customer enters the store, the competition is: The key is the customer satisfaction rate and the customer turnover rate.

The customer came in. It was the key to the purchase. The chain pharmacy that I trained had no statistics on the purchase rate of the shop guests. Only the number of transactions was recorded through the POS machine. Therefore, there is no way to analyze the transaction rate, and the customer satisfaction rate is also not known. It is even more difficult to know why the customer left the store without purchasing. Therefore, I strongly recommend that chain drugstores install counters at the entrance, which excludes the OTC terminal sales representatives of the manufacturers. That is, traffic is entering the store, and then based on the number of transactions, the purchase rate is calculated, the reasons for not buying are found, and the direction of efforts is sought.

The factors affecting the transaction rate are ranked as follows:

The commodity satisfaction rate is the first one:

The demand for customers to pharmacies is relatively clear, that is, health and beauty and other related needs. It is very important whether your product category is suitable for consumers in your business district. Whether or not you can meet his demand for drug purchases is whether or not it repeats into the store. Prime factor. It is generally satisfied by the following aspects: Can a customer buy the medicine he had eaten? Can a customer buy a friend or an advertisement? Can an employee recommend appropriate medicine for the customer through pharmacy services and can the customer buy the medicine he thinks is symptomatic? Can you buy a combination of scientific drugs to improve the efficacy of drugs and adjuvant treatment products? Is the customer selective?

The second factor affecting the purchase rate is especially professional services:

Is the level of professional service convincing customers, or is it to push the sales of high-gross products?

Whether the service process is patient, careful, and focused. Whether the attitude is enthusiastic or not, whether you can buy it or not?

Is it altruistic? Whether to stand on the customer's point of view to recommend products for customers, if you stand on your own sales point of view, over time, customers certainly feel. I have surveyed about 50 stores staff, store managers, customers refused the store manager recommended high-margin products to use the most language is "girl. You do not recommend me to commission high products to me." It can be seen that high gross margins have been tired of customers.

The shopping environment is bright and spacious enough, does the customer have to wait for a long time? Whether it is a loose environment or a crowded environment for its customers, I have seen some chains keep their staff's space a lot, and the customer's channel design is very small.

The third factor that influences the transaction rate is to make consumers feel that the combination of drugs is worthless and that the price of the drug is low; the customer is not recommended to cure the undead, but it cannot cure the disease; the combination of science will shorten the customer's treatment process and provide Value is a must. You can't provide the customer with the value he needs. You end up losing the competition. Your service must also be moved by consumers. We must promote customer marketing services like sea fishing. I chain at Baoji Tonghetang and see the staff on the wall learning “You can't learn from sea fishing”. Experience.

Third, after the customer purchases, the key is the increase in customer added value and satisfaction.

Value is really useful to consumers, or something that makes consumers feel really useful. It is valuable to make consumers satisfied.

One of the most critical efficacy experiences is that if you recommend a product with a general therapeutic effect or a non-symptomatic recommendation to the consumer's experience, if it is negative, the customer may be expelled from the door for three consecutive times.

Followed by reminders and guidance on medication and telephone tracking services?

There are new drugs to promote consumer satisfaction?

Can you unconditionally return products?

What are the exclusive value-added services for members, rather than discounted services for membership days?

With customer satisfaction, there will be a return rate and repeat purchases.