Shop at a Retail Pharmacy

Market: Family Healthcare Manager

Scenario: Realizing they need an item, a family healthcare manager decides to visit a standalone retail pharmacy. Upon arriving, they quickly locate their intended purchase. While there, they browse for additional products. At checkout, they take advantage of available discounts and savings programs. With their shopping complete, they make the final purchase.

Average Difficulty: Medium (2-42% Range).

29 Outcomes 2% to 42% Difficulty.

Research Insights

The research explores the challenges customers face when shopping at standalone retail pharmacies. Three key themes emerged: product location and availability, checkout experience, and staff assistance. The findings suggest that pharmacies should prioritize streamlining the checkout process, ensuring product availability, optimizing store layout, and providing adequate staffing during peak hours to enhance customer satisfaction and loyalty.

Job Steps

1. Need a product/item at a standalone retail pharmacy

2. Decide to go and shop at in-store

3. Locate what you came for

4. Shop/Browse for additional products/items while there

5. Use discounts/savings programs (e.g., coupons, Good Rx, FSA, HSA, Insurance, etc…)

6. Complete checkout/purchase

Themes Identified

• Staff Assistance: Need for increased staff availability, especially during busy times.
• Checkout Experience: Emphasis on reducing wait times and increasing cashier availability during peak hours.
• Product Location and Availability: Focus on reducing time to locate items and ensuring product availability, particularly during busy periods.

Recommendations

• Increase staffing during peak hours, especially at checkout and to help customers find products.
• Improve signage and store layout to make product locations more intuitive.
• Offer express pickup options for pharmacy services and ability to check wait times.
• Simplify discount and savings programs and promote awareness to increase usage.

Cautions

• Avoid increasing availability of impulse purchase items at checkout, as this may not significantly improve the customer experience.
• Do not focus on adding more seasonal sections and deals, as this may not address the core challenges customers face.
• Be cautious about overemphasizing the ease of browsing for additional items, as this is not a top priority for most customers.
• Ensure that any efforts to decrease in-store shopping time by enabling online availability checks are balanced with the needs of customers who prefer in-store shopping experiences.