10/10/2016

1

Opportunities in Vitamins: Increasing Sales Through Cross-Merchandising and In-Store Signage!

Opportunities in Vitamins

Josh Rimany declares no conflicts of interest or financial interest in any product or service mentioned in this program, including grants, employment, gifts, stock holdings, and honoraria.

Liz Tiefenthaler is President of Pharm Fresh Media. The conflict of 

interest was resolved by peer review of the slide content. 

Gabe Trahan is the Senior Director of Store Operations and Marketing 

with NCPA. The conflict of interest was resolved by peer review of the slide content. 

1. Create a merchandise cross‐selling plan for your pharmacy front end. 2. Discuss the use of color and design to create branding and how to use the brand image to build sales. 3. Plan signage, sign rotation, special promotional signs, and measurement for optimal results.

Learning Objectives

10/10/2016

2

Charlotte, NC20082014

Dilworth Drug & Wellness Center!

Josh Rimany RPh.

6 Pharmacies within 1½ miles 

10/10/2016

3

Dilworth Drug and Wellness Center 

10/10/2016

4

"Live Better, Stay Well."

10/10/2016

5

10/10/2016

6

10/10/2016

7

#1 size is the 60 count.

139% GROWTH 

0

200

400

600

800

1000

1200

2012‐13 2013‐14 2014 ‐15 2015 ‐16

456

756

9371090

Probiotic by Unit Sales

2015 Ranked  #1, 2, and 4 best selling items 

0

100

200

300

400

500

2012‐13 2013‐14 2014 ‐15 2015 ‐16

183

313335

407

Omega 3 by Unit Sales

123% GROWTH 

#1 size is the 150 count

10/10/2016

8

0

100

200

300

400

2012‐13 2013‐14 2014 ‐15 2015 ‐16

162

316353

393CoQ10 by Unit Sales

142% GROWTH 

#1 size is the 30 count 100mg.

CoQ10 Omega 3 Probiotic

2.8X 2.2X

Three Top Sellers by  Retail Dollars

10/10/2016

9

18

7

By Unit Count

Supplements Non Supplements

Top 25 Selling OTC  Items

Vitamins

VitaminsVitamins

Vitamins

Vitamins

ENTER

Pharmacy

Vitamins

10/10/2016

10

Reposition 

10/10/2016

11

10/10/2016

12

10/10/2016

13

10/10/2016

14

10/10/2016

15

10/10/2016

16

Testing one two theree

10/10/2016

17

Here is a test of your readiness to expand into the vitamin and supplement market.

1. Do you have a brand promise that is actionable, emotional and/or social?

2. What kind of experiences will a customer have that demonstrates this brand promise?

3. How can you make this experience one that people are willing to pay for?

4. Is it clear to your employees what behaviors deliver this brand promise to customers?

5. What is your plan to operationalize and systematize in a way that everyone is on the same page?

Expansion Test

10/10/2016

18

How much impact does design have on trust and mistrust of health websites?In a test of consumer reaction, of all of the factors mentioned for rejecting or mistrusting a website:

• 94% were design related• 6% were content related

—Derek Halpern, “Trust and Mistrust of Online Health Sites” 

Design Impact

10/10/2016

19

10/10/2016

20

Brand Experience Priority

10/10/2016

21

10/10/2016

22

Digital Media

10/10/2016

23

Don’t market products.  Market what the brain craves.

Use great design and persuasive communication that is focused, attention getting and actionable.  Done right, your patients are willing to pay for the opportunity to be sold.

Value your brand experience

Anti AgingAnti Aging

Weight Control Weight Control 

EnergyEnergy

StressStress

Sleep Sleep 

LibidoLibido

10/10/2016

24

Vitamins

Supplements

Find a vitamin line you can recommend!

I don’t think it will hurt you.

10/10/2016

25

Offer different types of quality not color of labels.

10/10/2016

26

Photo credit: b‐change.me

The Paradox of Choice

Good           Better           Best 

10/10/2016

27

National Brand   ‐ Preferred Brand – Low Cost 

Category Placement

10/10/2016

28

Pharmacist Recommended Brand 4ft Section in Front of Pharmacy Bench

10/10/2016

29

High Profile Wall 

Vitamin & Supplement good neighbors:

• Across or in line with Cough & Cold.

• Across or in line with Ant Acids and Laxatives

• Within in site of waiting area.

• Leading end cap into Vitamin category.

10/10/2016

30

Sign Design STEPThree

This Item is recommended by our pharmacist

Josh!

This item is Recommended by our

Wellness Team

ThisItemrecommendedbyourpharmacist.Live better. stay well.

Use business size cards. 

10/10/2016

31

Less than a cup of coffee a day!

If you need to use price either:

Use the word “ONLY!”

Less than 50¢ a day.

Great Signs Never Mention Price

10/10/2016

32

• Trimethlglycine (TME)

• In a Liposomal Liquid form

• Graduated Pipette Dispenser

• Supports Healthy Homeocysteine levels

Manufacturer Speech

Manufacturer Speech

10/10/2016

33

No Clinical SpeechHow’s your folate

metabolism? Vitamin B12 or cobalamin plays essential roles in folate metabolism and in the synthesis of the citric acid cycle intermediate, succinyl-CoA.

Feel like taking a nap?

Ask our pharmacist if our B12 is right for you.

Choosing Graphics

10/10/2016

34

10/10/2016

35

Ask our pharmacist about B12

10/10/2016

36

(Demo PowerPoint)

DESIGN Slide Size

10/10/2016

37

In House Design and Printing

Out Source Design and Printing

STEPFour

• Feminine Hygiene• Shaving• Antacid / Laxatives• Pain Relief• Cough & Cold• Hair Care• Skin Care• Family Planning• Vitamins• Eye care• Diabetic Supplies

Cross Merchandising with Signs 

STEPFIVE

10/10/2016

38

www.crnusa.org/roadmap/CRN-FMI-RoadMap-wPharmWeb.pdfwww.crnusa.org/roadmap/CRN-FMI-RoadMap-wPharmWeb.pdf

Council for Responsible Nutrition

Opportunities in Vitamins