Page 27 - P4403.59-V55_Numark Pharmacy Magazine Sep 24 PRINT 3

One of the key barriers to overcome is category confusion. When faced with a complex
shelf, your customers will do what they have always done and revert to habit and
familiarity, instead of purchasing what might be the correct product for their symptom.

Decision Hierarchy

Symptoms
Symptom Inhalators Nasal Spray Tablets
Decongestant | Cold & Flu | Cough |Throat Brand
Format
Sachets Active
Brand
Brand block to create impact and draw the eye
Lead in with Numark
Liquid Medicine
Decon
Format
Within the brands split out the range so it’s Cold & flu
clear between formats:
Nasal Spray | Tablet | Sachet | Liquid Cough
Sore throat
Active
Lead in with known ingredients customers will
recognise such as paracetamol and guaifenesin

Lozenge

Top tips

9 Lead in each subcategory with the Numark option where
available. This will promote value for money!
9 Place high value decongestant lines at eye level
9 Ensure you order in numerical pack size for each product

9 Merchandise decongestants near to allergy if possible, this is
often a cross shop opportunity especially between seasons

9 Only double face if you really need to e.g. to manage stock
on fast moving lines otherwise this is wasted space

80% 42% 50%

of customers know the of customers buy what of customers are
brand they are going to buy they buy because of ‘habit’ buying in ‘distress’
before they get into store

For more information on
planograms and how to display the
category visit numarknet.com/1859

27

09/08/2024 16:06:54
P4403.59-V55_Numark Pharmacy Magazine Sep 24.indd 27
P4403.59-V55_Numark Pharmacy Magazine Sep 24.indd 27 09/08/2024 16:06:54