"The Successful Man is the One Who Finds Out What Is the Matter with His Business Before His Competitors Do." Roy L. Smith
Online may be increasing as a way for consumers to make their purchases, but it’s not taking over the entire market place. In fact, nearly 90% of retail all sales are still handled by brick-and-mortar stores.
Witness the advent of Amazon establishing its own retail stores. And, the entrance of other online marketers into the brick-and-mortar world, including Athleta, Birchbox, JustFab, and Baublebar.
As David Sax, author of “The Revenge of Analogue,” so aptly put it when he was interviewed for the March 27, 2017 edition of the No B.S. newsletter, “we are the consumerist society, pretty much wherever we live in the world. And I think extensively Communist China is probably one of the most consumerist societies at this point.” He went on to compare the logic of the computer with the illogic of human beings, saying that “we are highly illogical creatures, as recent events have shown, and continue to show. Part of that is the sort of the emotional relationship we have to the things that matter to us.”
Food matters. And, there is a surge in online ordering. However it is an extremely tiny percentage of the total amount of money expended for food. The rest we buy because we’re in grocery stores, food stores, even restaurants.
We want to try it out, such as tennis rackets. Even footwear, because we want to test how it feels.
And the list goes on and on.
The Shopping Experience
In your particular case, you have an even higher level of something to sell to these people who want the experience. Yes, they want it. However, when its presented from the standpoint of the benefits they will receive for the maladies that plague them, then they will become ecstatic. Whether it’s a topical analgesic for arthritis or a combination of 5 all natural antihistamines encapsulated in one, they want to discover it from their favorite pharmacist.
Pharmacists in chain stores don’t have the time, and therefore don’t have a clue. And since the individuals in health food stores do not understand which particular natural med can be taken with their prescription drugs, and which one’s should not be taken, that is your world and you own it.
Yes, there is a niche and you can own it. In fact, you can have your patients crown you “king of that niche,” if only you make the small amount of additional effort.
As Sax said toward the end of his interview, “people will pay for things they can hold in their hands. Or things they can see and touch. And that has not gone away. If anything, that has only gotten greater as the opportunities for that have increased.”
The one thing for which there is no substitute, especially online, is the information about how alternative solutions can help solve your patients aches, pains, or other discomforting maladies. Your advice can heard loud and clear for those patients, because they are in your store talking to you one-on-one. You can further amplify that information with printed reports that each one can take home. Especially if that individual is a visual. That is, she likes to see it in writing as opposed to hearing it. That information is most influential because it is coming from you, the pharmacist. A pharmacist she has gotten to know, not some individual in a far off place and about whom she knows next to nothing.
Yes, information is the one thing you can dispense, along with natural meds and compounded scripts. And you alone, have that opportunity in your trading zone, if only you will rise to the occasion.
To discover more ways you can ensure the success of your Wellness Pharmacy, attend my FREE LIVE teleseminar on Tuesday, August 29 at 8:00 PM EST.