Pharmacy as a business has a number of limitations compared to other niches. In Russia, there are a whole range of requirements for advertising medicines. Abroad, the situation is even worse: drugs are allowed to be sold only with a doctor's prescription.

In such conditions, window display becomes one of the leading drivers of sales. However, even here lies a significant difference between the pharmacy business and other business niches: even a small pharmacy kiosk can have several thousand products on sale.

Thus, on the one hand, a competent display case is an integral part of the profitability of a retail outlet; on the other hand, a huge list of trade names makes it extremely difficult to fill the case on a rational basis. No one even dreams of split-testing several versions of display of one showcase. The matter is further complicated by the fact that merchandising agencies, which are often outsourced the design of shop windows and sales racks, in the niche of pharmacy are completely powerless.

In order to properly decorate the shop window in the pharmacy merchandiser must have a medical or pharmaceutical education, which is unlikely. For this reason, pharmacists and pharmacists who have not been trained in merchandising and do not understand anything about marketing are used for window dressing in pharmacies.

Which of the display methods will maximise profits? It's impossible to say in advance. It is necessary to carry out split tests. However, when there are several thousand products, pharmacists and pharmacists unprepared for marketing research are unable to implement split-testing of even two versions of product display in practice.

The GreenShelf constructor comes to the rescue.
Of course, the designer will not put medicines on display instead of pharmacists. But it can be used to optimise the display process and thus significantly reduce labour costs.

A trade marketer or merchandiser uses a designer to create virtual baskets of goods. These baskets are used to fill virtual showcases. It is possible to virtually change the location of the display cases themselves. In this way, on-site pharmacists or pharmacists do not have to think about how best to display the products. They have a clear instruction, which significantly reduces the time of display.

It makes sense to involve a doctor or pharmacist in the process of creating virtual baskets and display cases. Their professional knowledge combined with the professional knowledge of a merchandiser or a trade marketer can have an amazing effect!

GreenShelf allows you to create such a professional tandem, and each specialist can work remotely.

GreenShelf creates multiple versions of the virtual lay-out

In this way, several versions of the virtual display are created for each display case, and field staff receive detailed instructions on how to implement them in their retail outlet. Once every test period, the display order in the pharmacy is updated to the next version. At the end of the test, the average cheque and the total number of cheques from each period are compared and the most successful display is identified. GreenShelf allows you to create archives: all generated layouts are saved and can be restored even after a long time.

For marketing experiments, it is best to choose one pharmacy that is unprofitable. In pharmacy chains, such pharmacies are candidates for closure. For this reason, it is not a pity to experiment on them - it will not be worse. In the process of split-testing, the unprofitable pharmacy may at some point turn into a profitable one. Then the most successful versions of shopping baskets, window displays and pharmacy layouts can be scaled up to other pharmacies in the chain. Pharmacies that have been profitable before will be able to increase their profits by multiples.

GreenShelf thus "kills two birds with one stone":
it finds the most favourable options for arranging medical products and saves unprofitable pharmacies of pharmacy chains from closing down.

In case of expansion of the pharmacy network and opening of new outlets, pharmacy managers will have detailed instructions on the most profitable options for the design of the retail space of the pharmacy from the first day of work. Moreover, these options are not theoretical constructions, but have already shown positive results in other pharmacies.

Hence, we can conclude that GreenShelf effectively solves the following tasks of pharmacy chains: