Not only will this person be able to deliver top service to customers, but he or she will be in a position to finetune the product mix. Talk to the suppliers and come up with some unique in-store promotions and contests. Sue Hale, merchandise manager for the IDA-Dell Gagemount store in Hamilton, Ontario, agrees. We like to have an item or two within a line specially priced, but it's not necessarily a price-driven market. And, she says, physician and pharmacist recommendations go a long way.
People tend to overlook prices if it's been recommended.
Drugstores need to start rationalizing their sun care sections, says Hale. Reminiscent of the cough and cold category, the plethora of sun screens available is enough to confuse and frustrate shoppers. And, not surprisingly, the selection of low-SPF or 'tanning' products should be kept to a bare minimum. I'd say our number-one selling SKU is probably the SPF 30. Display is a very important factor when it comes to selling sun care.