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The
same pharmacy can be seen and judged in more than 100
different ways.
Everyone
sees what they are interested in. Pharmacists see products,
offers and services; category managers observe the
range of different types of merchandise on display in
relation to the profitability per metre; architects see
volumes and materials; accountants evaluate the cost of the
interior in relation to the expected turn over; the lighting
expert judges the lights and colours; and the visual
merchandising expert observes the display of the merchandise
on the shelves. And the list could go on and on.
It is the job of the
pharmacist to find out all the necessary information, get
different opinions, and choose the solution that best
reflects their vision of the pharmacist.
 In
the last 10 years, the speed at which things can happen has
gone up beyond all our expectations.
Information travels at
such a speed that it is normal to find out that problem you
are talking about has already been over come in another part
of the globe and that everything has already moved on.
The fear of being left
behind and not be part of the next big thing is a continual
source of stress, as it makes people feel like they are also
racing ahead without knowing where they are going.
It is not a coincidence
that time has become a valuable commodity itself.
Sartoretto Verna
celebrates its 40th birthday this year, all 40 years having
been exclusively dedicated to pharmacy design. Our
first project dates back to 1965 when we did a refit of the
Pharmacy S.
Rosalia in Turin owned by Dr Vassarotto. Since then 3
generations of Sartoretto Verna's have participated in the
changes that have took place in the world of the pharmacy,
searching to put forward a system for the pharmacy. Hard work
and constant research have done the rest.
As
the role of pharmacies changes from primarily distributing
medicines to selling a wide range of health products,
customer satisfaction must be taken into consideration.
Products on the their own will not obtain customer
satisfaction, and it will become ever more fundamental how
customer satisfaction is perceived.
It
will not be sufficient to stock the shelves with good for
merchandising, nor leave signs up for longer to ensure
effective communication.
 In
commerce, competition is becoming more and more about image,
where products compete to seduce customers using sound,
fragrance and pictures. It is a marketing battle that takes
place in the high street or within the same shop, not only
on the TV or in magazines.
This
type of internal communication gives added value to the
product and the pharmacy's services.
Spaces
that make products accessible objects to be enjoyed. Places
that transmit enticing images and promise unforgettable
experiences. Interior design and architecture that
communicates the personal nature of a pharmacy's services, a
service is always reinventing itself to follow consumer
trends.
How
can the particular message that a service wants to
communicate be translated into the 3 dimensional language of
architecture? How can marketing be infused into a place that
is full of emotions, reflecting dreams of well-being? How can a finite and structured space be
amalgamated with a dynamic space with an interior that
creates images in people's minds persuading them to buy?
We
have been coming up with solutions to these questions
for a long time. You can come and see some of our answers at
our stand in the Cosmofarma 2005 trade fair in Bologna.
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