Packaged goods brands can boost drugstore and supermarket sales by targeting prescription drug shoppers.
That’s the conclusion of a study conducted for the General Merchandise Distributors Council by Information Resources Inc. and WSL Strategic Retail.
The study, Leveraging the Connection of Pharmacy and the Whole Store, found that only 56% of drugstore shoppers filling a prescription buy other goods on that store visit. The remaining 44% presents a strong opportunity to boost sales throughout the store.
GMDC recommended that marketers use “connection-based” merchandising to encourage prescription customers to shop the whole store. For example, retailers can promote kid videos to help sick parents entertain their children while recuperating. The key is focusing on how consumers manage their illness with products sold throughout the store, not just prescription drugs.
GMDC tested connection-based merchandising in 15 product categories; sales in 10 categories increased, seven of them significantly. Prescription customers said the test offers improved their opinion of the store.
“Retailers and manufacturers have to acknowledge the consumers’ view of their condition,” said WSL President Wendy Liebmann in a statement. “By reorienting thinking, retailers, wholesalers, and their supplier partners will be better positioned to develop an innovative and manageable ‘whole store’ approach based on consumer ‘connectors’ between pharmacy and products throughout the store.”
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