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New
disciplines in retail and merchandising have led the rise of
a large number of new experts whose specialisms can be
applied to pharmacies. Space managers recommend optimising
a shop's layout to give customers more space and put
them in contact with the largest possible number of products.
Merchandising layout experts know the best ways of
organising the layout of the retail floor and its various
product sectors while visual merchandising experts suggest
the best ways for displaying products. Category management
experts collect and analyse data to construct a picture of
your clientele, chart consumer trends
and then use this information for optimizing your pharmacy's
design to increase sales. All of these new approaches to
pharmacy design are very useful but their application risks
making every pharmacy identical and similar in look and feel
to a large supermarket.
As
your customers are often tired and demotivated, your pharmacy's
interior should be relaxing and have a revitalising effect,
transforming
stress into positive energy and making them more receptive to advice.
Nowadays,
consumer trends are much more complex than it used to be.
Consumers go in search of a particular product to satisfy a
particular need. They hunt for the latest products
looking to have fun and socialise at the same time
without necessarily wanting to buy something straight away.
Pharmacies have the potential to become the cross-roads
where all of the diverse consumer trends meet as they are
places where consumers find a variety of different stimuli.
Pharmacies should try to diversify, moving away from a
retail-centred approach to one which aims to entertain,
fascinate and educate customers, just as if they where house
guests. Even if today's consumers generally have much more
than they need, they will continue to spend if what they are
buying satisfies an emotional impulse, is fashionable or
perceived as inherent to sustained their lifestyle. In short, consumer
spending is driven by desire rather than need. As a
result, retail outlets are turning every purchase into
pure entertainment, where the Emotional Quota (the
relationship between impulse, emotion and function) is the
critical factor making consumers buy rather than the product
itself.
Firstly,
shop design must engineer spaces that provide consumers with
extraordinary "emotional experiences". Retail outlets must
be thought of as a theatre where products merge with the
set. Rather than dominate the stage, products must coexist
with more emotional and immaterial factors. Secondly,
pharmacy design must be totally customer centred, taking
customer satisfaction as the starting point from which to
begin the design process as well as having it as the overall
aim. Good pharmacy design leaves the customer satisfied,
providing the foundation stone for a customer's continuing
loyalty to the pharmacy.
Sartoretto
Verna helps transform buyers into long-standing clients
through our intelligent design process. We use a functional
analysis of the pharmacy as the basis for designing an
interior that gives each pharmacy its own individual identity
and particular atmosphere. This is done by taking into
consideration the consumer's total experience (smells,
sounds, tastes and tactile experiences) rather than
concentrating exclusively on the goods on display. By
involving everyone of your customer's 5 senses, you will
make their
experience of your pharmacy around 15-20% more memorable.
This is very important as today's customers buy something
because they are curious or interested in it not, just
because they need it. For this reason, pharmacies must be
able to stimulate its clientele intellectually, physically
and emotionally - persuading them to spend more time in the
shop, buy, remember their experience and want repeat it.
To create a
new style or new customer trends, talent and motivation are
required both of which are on a higher plane to other tried-and-tested methods. Such creativity is
difficult to repeat, comes before its time and is impossible
to clone and reproduce on a large scale. Sartoretta Verna's
creations are concrete testimonies to the power of ideas,
the genius of their creators, and the pleasure of the spark
of inspiration and passion from which every design has leapt
forth. The design of Sartoretto Verna's ®Ral System
furniture series is based on two distinct yet inextricably
linked factors: freedom and peace of mind. We freely
experiment with new ideas and materials and give our clients
peace of mind as they can trust in our extensive catalogue
of case studies showing are proven track record of
delivering results as well as in our staff who share the
same values with our clients and constantly give prove their
worth.
“A
journey of discovery does not consist in searching for new
lands, but in having new eyes” (Proust)
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