Pharmacy Chains

In May each year him! speaks to customers at Boots and Superdrug.

Consolidation, growing participation by supermarkets and regulatory changes mean established players, newer entrants and suppliers need to be aware of changing opportunities to fully exploit the potential of this substantial market.

With an ageing population profile this is an attractive market for retailers, but there are challenges that retailers must overcome to maximise potential.

Also, pharmacy is as much about snacking and food-on-the-go to some consumers as it is about health & beauty and medicines. pharmacy is increasingly convenience shopping too.

To help focus on the needs of customers, him! launched a pharmacy customer tracking programme in 2007. Initially, we are only capturing the views of Boots and Superdrug customers but we expect the number of retail benchmarks to grow in 2008.

Focus areas include:

• Shopper profiles
• Primary drivers
• Shopper missions
• Visit frequency
• Need states
• Loyalty measures
• Party composition
• Intend purchases
• Actual purchases
• Snacking
• Layout & signage
• Service
• Where from
• Where to
• Importances
• Own label vs. brand

For more information speak to your him! executive or contact Georgina Wild, our sales and marketing manager on 020 7611 0404 or georgina.wild@him.uk.com