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Let's
talk about pharmacy furnishings in general. Many are bound
to say "I'm not interested" but they are making a big
mistake. Even if they have recently refurbished their
pharmacy, you cannot ignore new developments. That's the way
it is nowadays, in every sector. As soon as you have bought
a product it is already obsolete. On the other hand, if you
wait for the "latest" product to come out, then you are left
in limbo, loosing time, money and good opportunities. |
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 There
is no way around it, consumer culture is global and changing
everyone's habits and buying patterns.
Today,
every customer-consumer expects something different, new
and exciting from their pharmacist. They do not know
exactly what, but they hope that is something aligned with
their own personal preferences and tastes. Often the
pharmacy's answer is not satisfactory. This not because the
pharmacist is unprofessional, but because something is
lacking, be it the way the shelves are stacked, the
visibility of each merchandise sector, the lighting or the
general ambience.
Sartoretto
Verna invests over 20% of its profits in
research into
systems, tools, methods that give both customers and
pharmacists concrete and satisfactory answers to their
queries. Which questions are we talking about? One above all:
how to make a pharmacy stronger yet leaving its
identity as a pharmacy in tact. When I say
"strong", I do not mean increasing turn-over, profit or
surface area, but strengthening its credibility. A credible
pharmacy is one where a pharmacist's professionalism and
dedication, a motivated and well-trained staff, correctly
stacked shelves, good information on services and products,
effective lighting and an intriguing ambience all combine
together to give customers a true sense of what a
contemporary pharmacy is. Every time customers walk in to a
pharmacy like this, they should say to themselves "now this
is a pharmacy, isn't it" It should not seem
like a fragrance store, nor a herbalist, nor a supermarket,
but a pharmacy for the third millennium.
 This
"credible" pharmacy is at the heart of our “mission”
and all our energies are dedicated to offering clients a
global system of pharmacy fittings, called the Ral
System 1,2,3. Each one is different from the next
as they are designed for diverse product categories, yet
they can be integrated to form one single interior, even in
small spaces. They have been conceived with the latest visual merchandising
techniques in mind, according to which customers must be
able to find the product they are looking for on the shelf
quickly and easily. As a result, each product takes the
centre stage when they step onto our shelves, rather than
being lost in the anonymous lines of products parading
on most pharmacy's shelves.
An
Open System means a system of furniture
that starts off with a base that can be then built upon and
evolve as new fittings are added in line with the pharmacy's
changing needs and growth. At last year's Cosmofarma exhibition,
we unveiled over 30 new products, each one compatible with
all of our past models produced over the last 10 years.
Others will follow at this year's Cosmofarma 2005 in
Bologna. Since you communicate with your customers using
your fittings, and your customers recognise you through your
interior decor, why not give it the importance it deserves?
 As
our funiture is “tailor-made” it gives you a
wide range of variables to play with. Just think of our
coloured glass tympanum-like signs that identify all
of the display units belonging to the Ral2 and 3 furniture
series. They can identify the category of products on sale
by colour alone or feature a logo or banner. They can be
personalised by adding an image of your city or have a PC
monitor or a display screen with a video installed giving
customers information about the products on sale below. It
can even be fitted with a closed-circuit camera and maybe
tomorrow they will be able to swipe the product and find out
all about it. Our systems are already ready, are you?
Work in future.
- Photo 1
Dr
Candido and Marino Panarese – Sarno (IT)
two generations, same passion
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Photo 2
Internazionale Pharmacy – Naples
continuity between old and new
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Photo 3
Gatti
Pharmacy – Pieve del Cairo (IT)
our past is our future
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