04 Aug Beauty products in the pharmacy: display, sale and treatment zones
Beauty Products in the Pharmacy: Display, Sale and Treatment Zones
article published in Bellezza in farmacia, 4/08
Sartoretto Verna offers 4 types of display units which vary according to the product on display, the shape and size of the building and the type of marketing approach you choose to adopt.
The ®Ral System 1 display unit has adjustable and fixed shelves and is free-standing, so that it can be used to divide up a space as it does not need any walls for support. The back panel can be transparent, allowing light to pass through, and the side panels can be completely opaque with a rounded front and backlighting that lights up the back. Reaching up to the ceiling, the side panels column-like appearance makes the entire display unit seem lighter and taller. Alternatively, they can be made out of methacrylate with neon lighting inside that makes them glow. Above the shelving, a back-lit sign clearly identifies the product on sale.
The ®Ral System 2 display unit has aluminium shelf supports instead of side panels, adjustable shelves and are fitted with a tympanum-like sign on top. A wall is needed to support and form a backdrop for the display unit. The shelf supports contain lighting that illuminates the shelves from behind and makes it seem as if the products are floating in mid-air. The shelves can be moved up or down and are available in glass or aluminium. The glass shelves can be curved whilst the aluminium ones are tub shaped and can be angled towards the floor or ceiling. Above the display shelving, a back-lit tympanum sign in coloured glass clearly identifies the type of product on sale or the brand. This type of display unit can also be mounted against curved walls without having to double the number of shelf supports.
The ®Ral System 3 display unit comes with a back-lit barrel-shaped panel which is separated from the wall. The shelves are different from other models as they do not need angle brackets because all of the shelves are fixed to specially-made wall slots along their horizontal axis, forming a slatwall. The shelves can be moved horizontally and integrated with a variety accessories. The whole system is extremely easy to use as semi-tops or base units can been fitted, moved and taken off by hand without the need for any other tool. The tympanum signs are put to the same use as those in the Ral2 System. The display unit cannot be curved and a wall is needed to act as a support.
The ®Ral System 4 is a free-standing display unit that is a true one of a kind. The lower section is made up of cube-like bases in synthetic leather which support the upper level consisting of a curved back panel and curved shelves which give the display more dynamism. A touch-screen or monitor can be incorporated into the back-lit back panel as with the top sections of the ®Ral System 1, Ral System 2 and ®Ral System 3. No metallic fixtures can be seen supporting the shelves which also directs the customer’s gaze to the products on display.
Pharmacy prescription area and sales counters
The prescription area and sales counter is the place where the majority of interaction between the pharmacist and their customers takes place. Therefore, the prescription area’s fittings must be able to communicate the pharmacist’s experience, knowledge and trustworthiness, as well as be attractive and flexible. To cater to these specific needs, Sartoretto Verna has designed a series of models.
The ®Ral System 1 counter is rectangular and over 220 cm long. It features lots of drawers for every type of equipment and has a Corian worktop. Two thirds of the counter has been made into a mini display case that can be pulled out for display purposes. The display case extends beyond the base, jutting out, making the counter very light and instantly recognisable. This counter is suitable for up to 2 persons.
The ®Ral System 2 counter comes in 2 versions; either a one-person counter measuring from 110 cm or a two-person counter measuring from 190 cm. Both are raised off the ground for hygienic reasons and have a rounded form with backlighting in the methacrylate version. The till or PC is positioned on top of a rotating table, supported by a metal pole, so as not to take space away from the worktop. The pole can be used to more counters together, enabling complete flexibility in the layout.
The ®Ral System 4 counter is fixed onto a ®Ral System 2 one-person counter base and has amethacrylate panel extending out to the left or right of the counter to shield a stool. The stool allows the customer to sit down and ask advice yet it is positioned at such a height as to ensure that they do not get too comfy and occupy the pharmacist unnecessarily. Two new counters, Liv and Oliver were recently presented at the Cosmofarma Rome exhibition, further widening the range of pharmacy counters on offer.
Beauty treatment zones
Sartoretto Verna has divided the areas dedicated to beauty treatments into three types:
A make-up area near the beauty sector’s sales counter: This is usually located in a small corner of the pharmacy where customers can be dealt with in privacy and on a one-to-one basis by the beautician or sales assistant. Other necessary furnishings include a worktop with a washbasin, mirror, comfy chair and appropriate lighting.
A facials and skin care zone: This is better located in a room that is independent from the rest of the pharmacy and can be securely locked. A worktop with a washbasin is fitted to the wall, its length depending on the treatments and equipment involved. At least 4 sq. m. are needed to allow sufficient room for the customer to sit down and the beautician go about her work. Other furnishings include a reclining arm chair with head and arm rests as well as adequate seating for the beautician.
A bodycare zone: A larger space (7 sq. m.) is needed for body treatments, if this area is to be kept separat from the facials area. If it is to be combined with a treatment room for facials then less space is required although the resulting lack of space hampers work. Only a bed is needed for this area.
Conclusion. Customers are becoming more demanding, better informed and have less and less time. So, how are you supposed to get their custom? Well, the best way is to stimulate their curiosity by being as unique as possible, and they must feel the difference as soon as they enter your pharmacy.