Guardian has again been named the Roy Morgan Pharmacy/Chemist of the Month for March 2019, as several other groups improve their customer satisfaction
Guardian scored a customer satisfaction rating of 93%, just beating Priceline Pharmacy on 92%, and TerryWhite Chemmart and Discount Drug Stores (which was named 2018 Pharmacy/Chemist of the Year), which both scored 91%.
Roy Morgan reported that several banners improved their customer satisfaction over the last year, including:
- Priceline Pharmacy, up two points to 92%;
- TerryWhite Chemmart, up two points to 91%;
- Amcal/Amcal Max, up two points to 90%; and
- Chemist Warehouse, up one point to 90%.
Roy Morgan reported that almost 12 million Australians shop at pharmacies in an average month, consisting of over 6.7 million women (56%) and more than 5.2 million men (44%).
Women comprise a larger proportion of the customer base at all the leading pharmacies tracked by Roy Morgan, although the exact proportions differ depending upon the outlet.
However, analysing the satisfaction levels women and men have for the leading pharmacies shows that women award a higher customer satisfaction rating to Guardian (95% compared to 90% for men), Priceline Pharmacy (93% compared to 89%), Chemist Warehouse (91% compared to 89%) and Amcal/Amcal Max (93% compared to 85%).
In contrast men give a higher customer satisfaction rating to both TerryWhite Chemmart (92% compared to 90% for women) and for Discount Drug Stores (94% compared to 88%).
Analysing pharmacy/chemist customers by Roy Morgan’s classifications of generation shows that pharmacies have customers across every generation including Baby Boomers (26%), members of Generation X (25%), Generation Y (23%), the younger Generation Z (15%) and the older Pre-Boomers (11%).
According to Roy Morgan, this analysis reveals significant differences in the customer makeup for the leading pharmacies: the biggest customer group for monthly winner Guardian, as well as Amcal/Amcal Max, Discount Drug Stores and TerryWhite Chemmart, is the Baby Boomer generation.
However the biggest customer group by generation for My Chemist, Priceline Pharmacy and the Soul Pattinson chemist is Generation X while the biggest for Chemist Warehouse is the younger Generation Y.
“Almost 12 million Australians shop at pharmacies or chemists in an average month and the highly contested market for health and beauty products, including cosmetics, is a key driver of patronage at pharmacies and chemists,” said Michele Levine, CEO of Roy Morgan.
“In-depth research from Roy Morgan released earlier this year shows that although Australian women are increasingly turning to the Internet to buy health and beauty products, including cosmetics, pharmacies and chemists continue to maintain a dominant role in this market.
“In 2018 a significant 42% of Australian women who buy cosmetics in an average six months bought these products from pharmacies and chemists, up nine points from four years earlier.”
This increase came at the expense of other outlets including supermarkets, department stores and discount department stores which all experienced a decline in their shares of this market, she said.
“Pharmacies and chemists are aggressively growing their share of this key market and it’s vital for these retailers to understand who their customers are and how they can grow their market share.
“Analysing the market for pharmacies and chemists reveals that there are significant differences between what type of consumer shops at which pharmacy or chemist.
“For Guardian Pharmacy it is the Baby Boomers who are their biggest customers when considered by generation and Boomers also lead the way for rivals including Amcal/Amcal Max, Discount Drug Stores and TerryWhite Chemmart.
“However, My Chemist, Priceline Pharmacy and Soul Pattinson are patronised by more members of Generation X than any other generation and market leader Chemist Warehouse counts Generation Y as their largest customer group by generation.
“These differences highlight how different pharmacies appeal to a variety of consumers.”
General Manager of Retail, Brian Tomlin, told the AJP that, “Guardian’s philosophy is to provide outstanding health advice to ensure we remain a cornerstone of the local community, and so we’re proud that our pharmacists are being recognised for their achievements for the third month in a row.”