Today, 80% of purchases start with some type of online research. The fact that some customers cannot withstand high discounts or online promotions is understandable. This is an irreversible trend.
Although the initial purchase is often still done in the pharmacy after being advised by the pharmacist, repeat purchases are more likely to follow online. Showrooming is a new trend, also in the pharmacy. Customers enter the pharmacy with an online price depicted on the smart phone screen, and question the difference in price. As a result, the financial performance of the pharmacist's efforts and investments in OTC (over the counter) sales deteriorates.
The strategic answer to this question is to advise one's own unique brand. An authentic story avoids any comparison. Superior quality products, combined with the advice of the pharmacist, differentiates your pharmacy.
What is your strategy?
