Reasonable and effective drug display can stimulate consumers' desire to buy and urge them to buy. Reasonable and effective drug display is to insist that all displays are attractive, convenient and stable in daily display management.
Principles of classification and zoning
This is the basic principle of drug display, including two basic requirements: first, according to the principle of drug classification management, the business premises are divided into OTC area, prescription area (RX), non-drug area and medical device area, which is not only convenient for supervision by the regulatory authorities, but also conducive to the category management within pharmacies, and also enables customers to quickly find the general area of drugs they need; Second, under the premise of not violating the principle of drug classification management, related drugs should be put together or adjacent to each other as far as possible. For example, gynecological OTC drugs and gynecological drugs with reduced font size are placed in adjacent positions, which can facilitate consumers to correctly distinguish and compare purchases.
Hierarchical segmentation principle
This is one of the main skills of promotion display, which mainly pays attention to three aspects: first, brand varieties and main varieties are placed on the first and second floors of the shelf, and strategic varieties and basic varieties are placed on the third and fourth floors of the shelf. At the same time, we should pay attention to the basic varieties, which are needed by all consumers, even if they are unprofitable or unprofitable. Second, the display area of the main varieties is larger than that of the basic varieties and strategic varieties. In order to produce visual impact, the main varieties are uniformly placed at the end of the shelf, so that consumers can see the main varieties at the entrance of the pharmacy, when entering the store and when wandering around the store. Third, adjust the display position of unsalable varieties in time, and remind the clerk to recommend these drugs anytime and anywhere, so as to achieve the purpose of promotion.
The principle of timely inspection and evaluation
In order to ensure the effectiveness of the display, pharmacies should often organize inspection and evaluation of drug display. The evaluation contents include: whether the display position is in the hot spot; Whether the display occupies a dominant position in the store; Whether the size and scale of the exhibition location are appropriate; Whether there is clear and simple sales information; Whether the price discount sign is prominent, eye-catching and easy to read; Whether the product is easy to take; Whether the display is stable; Whether it is convenient to replenish quickly; Whether the displayed drugs are clean and tidy, etc.