1. In-­‐store
communication
in
pharmacies
Observations,
do’s
&
dont’s,
perception
www.shop!loor.be Shop%loor
EXECUTIVE
SUMMARY
-­‐
2011,
n°
200
jeudi 13 octobre 11

2. Shop8loor.be,
monitoring
the
path
to
purchase
Scope
of
observations Sources
of
information Produced
insights
๏ Players ๏ Desk
&
web
research ๏ Standard
‣ Retailers
&
stores
‣ Brands ๏ Weekly
store
checks
‣ Consumers
&
shoppers
๏ Retailers’
panel
๏ Topics
๏ Brands’
panels
‣ Store
concept
&
merchandising ๏ Tailor-­‐made
‣ Brand
&
sales
activation ๏ Consumers
surveys
‣ In-­‐store
communication
๏ Shoppers
safari
๏ Channels
‣ Food mostly
in
Belgium
...
‣ Multimedia
‣ Pharma ...
but
also
in
foreign
‣ DIY
&
gardening countries
shopFloor.be@gmail.com http://www.linkedin.com/in/shopFloorbe http://www.twitter.com/shopFloor
www.shop!loor.be
jeudi 13 octobre 11

3. 3
Where
do
we
start
from
?
๏ Rise
of
OTC
&
paraphamacy
๏ Multi-­‐channel
competition
๏ Shift
marketeers
from
food
to
pharma,
e.g.
private
label
@Multipharma
๏ Sales
&
brand
activation
techniques
๏ Evolution
of
shopping
process
towards
fmcg’s
?!
๏ Impulse
purchases
?
๏ Pharmacist
=
shop
managers
?
www.shop!loor.be Shop%loor
EXECUTIVE
SUMMARY
-­‐
2011,
n°
200
jeudi 13 octobre 11

4. 4
Some
8igures
about
in-­‐store
communication
12%
25%
Average
20
promo
in-­‐store
media 63%
(40
Stores
Q2&3/2011)
Displays
Counter
displays
Others
www.shop!loor.be Shop%loor
EXECUTIVE
SUMMARY
-­‐
2011,
n°
200
jeudi 13 octobre 11

5. 5
Perception
of
pharmacist
vs
in-­‐store
com’
Impact
on
sales
? Feeling
about
QUANTITY Feeling
about
MATCH
vs
store
format
10% 20%
15%
Very
good 28% Very
good
46% Good Good
Average Average
15% Bad 31% Bad
Very
bad Very
bad
20% 26%
90%
Yes Feeling
about
QUALITY
No
16% 13% 5%
Very
good
Good
22%
35% Average
49% Bad
35% Very
bad
25%
Reasonable
Important
Limited
www.shop!loor.be Shop%loor
EXECUTIVE
SUMMARY
-­‐
2011,
n°
200
jeudi 13 octobre 11

6. 6
Perception
of
pharmacist
vs
in-­‐store
com’
Price
cut
Promo
mechanics
? 1+1,
2+1
...
Sample
%
free
Goddies
Purchase
frequency
Contest
2%
9%
14%
40%
16%
19%
www.shop!loor.be Shop%loor
EXECUTIVE
SUMMARY
-­‐
2011,
n°
200
jeudi 13 octobre 11

7. 7
In-­‐store
communication
Key
success
factors
Branding ๏ Brand/product
recognisable
?
10 key success
Readability ๏ Easy
to
understand
? factors
Shoppers
Flow ๏ Can
shoppers
see
it
?
Shoppability ๏ Fluent
transformation
process
?
In-­‐store
events ๏ Impacting
shopping
experience
?
Customisation
store
format/ ๏ Adapted
to
store
?
retailer
Contribution
to
category
๏ Cross
sales
?
Upsales
?
management
360°
integration ๏ Coherent
with
other
communication
channels
?
Mktg
&
Sales
sync ๏ Marketing
&
Sales
in
the
same
direction
?
Execution ๏ Good
concept
+
bad
execution
=
potentially
inefFicient
Shop%loor
EXECUTIVE
SUMMARY
-­‐
2011,
n°
200
jeudi 13 octobre 11

8. 8
Do’s
&
don’ts
based
on
instant
observation
!
Shop%loor
EXECUTIVE
SUMMARY
-­‐
2011,
n°
200
jeudi 13 octobre 11

9. 9
Do’s
&
don’ts
based
on
instant
observation
!
Shop%loor
EXECUTIVE
SUMMARY
-­‐
2011,
n°
200
jeudi 13 octobre 11

10. 10
Do’s
&
don’ts
based
on
instant
observation
!
Shop%loor
EXECUTIVE
SUMMARY
-­‐
2011,
n°
200
jeudi 13 octobre 11

11. Thanks
for
your
attention
Contact
&
information
Vincent
De
Coster
+32
475
86
50
34
shopFloorbe@me.com http://www.linkedin.com/in/shopFloorbe http://www.twitter.com/shopFloor
www.shop!loor.be Shop%loor
EXECUTIVE
SUMMARY
-­‐
2011,
n°
200
jeudi 13 octobre 11