Know your customer: pharmacy IRI-Aztec report

pharmacy IRI-Aztec report: blonde woman browses pharmacy shelves

Success comes from understanding your customer and offering a personalised shopping experience, ensuring pharmacy’s tailored messages reach the right audience, according to the latest pharmacy IRI-Aztec report.

Women now represent four in five shoppers and have a greater number of items in their basket for both health and beauty compared to grocery sales last year, the report says.

Additionally, the report finds 55-69 year olds are pharmacy’s largest demographic but pharmacy needs the know-how to create targeted communications.

The second of a three-part white paper, the report author says the pharmacy channel has a unique opportunity to rethink and implement positive change for the future.

It says there are many ways to communicate with customers: newsletters, websites, social media, emails and apps. Pharmacy should understand its customer base; identify its best customers, ways to engage and retain them. Also understanding your demographic will guide pharmacy on its product mix.

The report finds while health and beauty growth rates have slowed, dollar sales, units and volume increased last year.

The health category represented $3.4bn in sales 2013-14; overall units increased by 2.4%, volume 3.3%, resulting in pharmacy’s dollar sales increasing by 3.2% (source: IRI-Aztec Shopperview MAT to 09/14).

The beauty category represented $1.9bn in sales in the same period; overall units by more than 9% and volume 11% (source: IRI-Aztec MarketEdge Pharmacy).

While the report found the majority of customers use supermarkets for beauty products purchases, customers are already visiting pharmacy to fill their scripts so pharmacy must capitalise on this through knowing its customers, personalising its products and being “smart about how to engage these customers to profit from missed in-store opportunities”.

When it comes to pharmacy services the report finds the top five were:: medication advice, blood pressure, other, flu vaccination and diabetes management.

“Screening tests, vaccinations, wellness programs, clinics and on-site educational events benefit consumers by raising disease awareness and delivering information at multiple contact points. These quality interactions are known to be a key component in patient retention and medication adherence… building customer loyalty,” it says

The report was deployed by IRI-Aztec between July and August last year among 1900 online respondents Australia-wide. The sample was demographically and geographically represented targeting the primary household shopper.

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