Pharmacies with personalized service

The frequency with which consumers go to the pharmacy only gets behind the number of visits that makes to the supermarket. Stimulated by this high level of frequency, the major networks of drugstores and independent establishments adopt today several types of loyalty programs to attract a larger audience. In recent years, the programs used by the segment evolved from simple price discount and giveaways to more elaborate strategies, based on the customer profile, and pharmacist care services that provide better return in terms of sales.
"The modern marketing is a battle for customer loyalty. Pharmacies, as other companies, you have to have a set of tools for that and the loyalty program is one of them, "says Marco Admin consultant, specializing in pharmaceutical marketing and medical advertising. The dispute over a busiest market caused the loyalty programs of the thread become a broader system, which aims to meet consumer''s habits and characteristics.
From the identification of the client, by the number of the CPF accredited and informed at the time of purchase, the drugstores establish a closer relationship with appropriate offerings to each consumer profile. "All the major networks, including pharmacy, have well-developed loyalty programs whose goal is to get to know their customers very well, and use it to be more productive," said Eduardo Yamashita, Director of the Center for the study and economic research of the GS group & MD-Gouvea de Souza.
The differential of the segment is not necessarily in medicines, says Marco Admin, since in this business are the same products and prices do not differ much from the competition. What changes are the other products sold in pharmacies, such as cosmetics, toiletries and fragrance line. To understand who are your customers, the company might rethink the mix of this kind of products, some investing more in skin care, for example, other natural and herbal medicine articles.
"Our goal is to reward the most faithful consumer and learn more about it, to give you a better shop," says Marcelo Zagottis, VP Sales and marketing of Drogasil Streak. The strategy is accompanied by internal indicators, all positive, according to Zagottis. About 80% of the company''s sales are made through fidelity cards of the two flags.
With 1,330 stores in operation in the country, the streak Drogasil maintains two separate programs for each flag. The more Lane provides discounts on medicines tarjados and custom offerings, at the time of purchase. Purchases of perfumery products also accumulate points that can be redeemed for prizes or converted for the Multiplus. In Drogasil, the loyalty card offers discounts on medicines. The network also carries out periodic campaigns to exchange points for free gifts.
Pacheco networks and Sao Paulo drugstore, DPSP group, with 1,100 branches, also began to adopt in August, custom discounts to customers. Viva Health aims to strengthen the relationship with the consumer, through customized offers and special content on health and well-being. The program provides discounts on the prices of the product mix of the subsidiaries at the time of purchase. "With the program, we want to refine the shopping experience through the behavior and preferences of each consumer," says Roberto Tamaso, marketing director of the DPSP group. The goal, according to the Executive, is reaching more than 10,000,000 registered customers by the end of the year and increasingly large-scale consumers.
The pharmacies also differ from other retail companies for commitment to health. With Federal law/14 that 13,021 became health establishments and awarded the pharmacist your technical direction, multiple networks began to deploy pharmaceutical services, with teams that may accompany the customer treatment, guide on medicines and eventually get in touch with your doctor.