Bulk Stack Statement Strategy V 2

Bulk Stack Strategy
Using strategic bulk stacks to lift lines per transaction
Feel Good Guide Pty Ltd
Copyright Notice
This document is copyright protected by Feel Good Guide Pty Ltd 2007, and may not be reproduced in
whole or in part by any other party without express prior written permission of the copyright holder.
Contact Details
26 National Street
LEICHHARDT NSW 2040
AUSTRALIA
Within Australia
Tel: 1300 855 084
Fax: 1300 855 491
International
Tel: 61 2 9569 7093
Fax: 61 2 9560 6892
Page 2 of 9
Version 2-0 Printed: 11/09/2007
Bulk Stack Statement Strategy
Table of Contents
PURPOSE ............................................................................................................................................... 4
WHY THESE PRODUCTS ...................................................................................................................... 4
Too Much Stock? ............................................................................................................................... 4
WHEN, WHY, WHERE & HOW .............................................................................................................. 5
When Should It Be Done?.................................................................................................................. 5
Why Are We Doing This? ................................................................................................................... 5
Where Are They Positioned In The Pharmacy?................................................................................. 6
How Is It Used? .................................................................................................................................. 8
REVIEW SALES PERFORMANCE ........................................................................................................ 9
How is it measured............................................................................................................................. 9
Rules .................................................................................................................................................. 9
Page 3 of 9
Purpose
Merchandising, hot spots and selling on impulse are key parts of driving sales.
Maintaining interest in the store is dependent on constantly evaluating what can be done that
will be relevant and interesting to the customer.
This is a focused approach to creating bulk stacks, ends, hot spots and bins of product which:
You want to sell because they are a critical part of one or more of the FeelGood Guide
Categories
Are product/s we would recommend as good quality
Are sold at normally competitive prices (as opposed to hot prices)
Are not KVIs (Known Value Items - price point special or price sensitive)
Both the product and position of the product are frequently changed as part of the bulk
stack strategy (see timing below)
Why these products

The products have been carefully selected as being very important within the FeelGood Guide
Category. We have selected these products because:
We want to sell them as a critical part of one or more of the FeelGood Guide category
solutions
They are product/s we would recommend as good quality
They are sold at normally competitive prices (as opposed to hot prices)
Must not be a KVI, price point special, or be a price sensitive item
Note:
We have chosen products mentioned within either the FeelGood Guide Category Information
Panel or Takeaway Leaflet.
Often these products are complementary like CoQ10 and often theyre not, like warm packs for
Arthritis.
Look for additional opportunities to bulk stack traditional medicines that are at normal price
points. These will attract the customers attention, get them interested, and wanting to buy on
impulse. A good example of this would be to bulk stack FESS for sinus what would you say?
Log onto the member section of www.feelgoodguide.biz/ website for new opportunities.
Please share your ideas with by emailing admin@feelgoodguide.com.au.
Too Much Stock?

When setting up your bulk stacks you are likely to be buying more than you would normally buy.
However, if you choose the right product, youll sell it, it wont be dead stock. Order a significant
quantity to make a strong display. That could be in quantities of 24, 48 or even more.
Page 4 of 9
When, Why, Where & How

When Should It Be Done?
Bulk stacking should be considered:
During a FeelGood Guide Category Campaign
During the Category awareness week (E.G. Arthritis Awareness Week)
During the appropriate season (weight in spring, for New Years Resolutions etc)
Any time you want to highlight something, but dont leave it in the same place for longer
than 7 days
Why Are We Doing This?

The intention is to stop the customer in his or her tracks with a comment which is relevant,
interesting, informative and compels action like I should buy this NOW.
Remember, the key is providing the customer with information, not a price point. There is
no need to discount these products!
It helps draw attention the FeelGood Guide Category stand and especially to your
involvement and knowledge of the condition. Knowing what can help the customer feel
better is the key.
It increases sales of product that the customer would need in treating their condition.
It draws attention to the right product - quality rather than price.
It stimulates sales and increases lines per transaction in the Category.
Done right, its the perfect silent salesman.
Page 5 of 9
Where Are They Positioned In The Pharmacy?

There are eight options to support the strategy. Vary your options, and decide through
experimentation which ones work best for you. :
1
Page 6 of 9
Behind the counter of the exit payment point
Theres often a wall at eye level behind the counter. The customer can see it as
theyre paying or waiting to pay.
Clear the area and create 1-3 items for big block stacking (on the wall at eye level)
as a reminder to the customer not to forget (it will certainly be more interesting than
gifts and trinkets).
Change these displays at least twice each week always vary them.
Use bins near the exit payment point
While theyre waiting to pay, customers cant fail to see it.
Ensure that the bin is at the right eye level probably positioned on a plinth.
Position 2-4 products in adjacent bins.
In the front of the dispensary behind the dispensary counter
Theres often a wall at eye level behind the counter. The customer can see it as
theyre waiting for their script.
Clear the area and create 1-3 items for big block vertical stacking as a reminder to
the customer not to forget.
Change these displays at least twice each week always vary them.
Choose these products based on script volume so youd always have Coenzyme
Q10 to go with Statin scripts or you might have stress homeopathy as an impulse
line to support many conditions (providing the customer isnt taking sedation or anti
anxiety medication).
See how you go making them seasonal.
Remember, the stacks must be big and bold.
In front of the dispensary and/or in front of the dispensary counter to present the
offer to customers waiting to give or receiving their script.
Ensure that the bin is at the right eye level probably positioned on a plinth
Position 2-4 products in adjacent bins
Arrange for a display unit to be custom built for placement between your in and
out script counters and place products or good block stacks within the displays
with call out statement relating to a season like cold, flu and allergy include at
least 4-5 product stacks. Log into the member section of www.feelgoodguide.biz
for access to the ticketing and Bulk Stack Statements.
Strongly stacked ends
Use an end for only 1 product filled to the brim with the odd gap so that it looks as
though its been shopped.
Check daily if its selling if not move it then review it.
Bin adjacent to the FeelGood Guide Category
Leave access to the FeelGood Guide stand clear. Bin to be no less than 1 metre
away.
Create 1-3 items for big block stacking as a reminder to the customer not to forget.
Decide to leave KVI binning to no more than 3 products (which arent the ones
were talking about here).
Change these displays at least twice each week vary them.
Be very careful not to bin the solution in any way to restrict the purchase from the
stand. This can be a most dangerous spot for bulk stacking if not applied
correctly, but can also be extremely effective if done right.
As a hot spot outpost.
An outpost is a prominent position where you have space to attract the customers
attention.
Do 1-3 very strong binned displays again at normal price.
On the FeelGood Guide consulting pod
Create vertical bulk stacks which are strongly blocked (at least 6-8 products wide
by 4-6 shelves long).
Make this a hub of really important product for customers, or for Categories.
Page 7 of 9
How Is It Used?
So, once the stacks are positioned, look for opportunities to change their position and product
itself at least as many times as the customer revisits so that they dont learn to walk past them
because theyve seen them many times before.
Try to change the stacks at least weekly and at least every two weeks. Keep them changing it
also looks like theyre new, fresh, interesting and most importantly selling!
Set the selling strategy, dont just position the bins and leave them to do their own work.
1
As a team decide:
When to recommend the product.
How youll do it.
Who will do it.
Why youll do it.
How often youll do it.
Set a target per stack of products per week:
Make it fun.
Have a competition especially between categories.
When the product isnt being specifically focused on by the team (refer point 1.
above).
look to sell 4-6 units per stack per day.
When it is being focused on, look to sell 10-20 units per day.
Keep a tally week by week, to establish the most successful products in the most successful
spots. Plan and review them at least once a fortnight as part of your selling/marketing plan.
Page 8 of 9
Review sales performance

How is it measured
Ensure all the product items within this strategy are assigned to your FeelGood Guide
Categories within your POS, no matter where the bulk stacks are positioned in the pharmacy.
Rules
1
Plan what you expect to sell per day, per item per position.
Determine your personal recommendation strategy (have laser like focus).
Pick only 1-3 products per day for the total store to mention to customers.
Change the product daily (so its not too predictable).
Every stack should target no fewer than 12 items per week.
Focused (mentioned) items should target no fewer than 24 items per week.
If not selling:
Have a meeting with the team or team member.
Review sales.
Ask why its not selling.
Should it be grouped closer to main category?
Is it in the traffic flow, in a good hot spot, at the right eye level?
Check with the rep and with your competition to ensure your price is competitive.
The last thing you want to focus on is the fact that youre more expensive than
everyone else.
Is the bin full and clean?
How is the signage working is the message right?
If people were meant to recommend the product, have they been doing so and
have they been recording their success?
Are you rewarding better than expected performance?
Fix problems immediately.
Always review and assess.
Page 9 of 9

Bulk Stack Statement Strategy V 2

Încărcat de

Informații document

Titlu original

Drepturi de autor

Formate disponibile

Partajați acest document

Partajați sau inserați document

Opțiuni de partajare

Vi se pare util acest document?

Este necorespunzător acest conținut?

Drepturi de autor:

Formate disponibile

Bulk Stack Statement Strategy V 2

Încărcat de

Drepturi de autor:

Formate disponibile

Bulk Stack Strategy

Using strategic bulk stacks to lift lines per transaction

Feel Good Guide Pty Ltd

Version 2-0 Printed: 11/09/2007