IPN 2022 October

New Developments a Winning Formula for McCabes Pharmacy

McCabes Pharmacy Group – Winners of the Uniphar Category Development Award 2022

Through analysis of external market trends, alongside internal data analysis, McCabes Pharmacy were inspired to further invest in the vitamins category across the business and enhance consumer experience. Operating our innovative strategy allows McCabes to continually thrive and stay ahead of the market curve as well as competitors.

Blanchardstown Store Manager Lynsey with Sales Assistant Brenda

McCabes Pharmacy is 100% Irish owned and run, established by Roy and Margaret McCabe in 1981. McCabes customers are at the heart of the company. With 28 pharmacies across the country, McCabes employ over 350 employees who are constantly striving to provide the best service and care for customers.

Developing the Category

The global vitamin supplements market was expected to expand at a CAGR of 6.2% from 2021 to 2028, with the western European region forecasted to grow annually by 3.66% (CAGR 2022-2025) (Statista).

Teresa Mullen, Group Buying Manager with McCabes Pharmacy

explains, “Through analysis of external market trends, alongside internal data analysis, McCabes were inspired to invest in the vitamins category, through successful implementation of this initiative, McCabes have enhanced consumer experience as well as increasing category sales.

“Though the pandemic expedited the development of the vitamins category online, this was previously identified as a key area for development, due to gaps in this category being serviced by

the Irish market. Since the launch – development of the vitamins category has been key to driving traffic and conversion rates of the website.

“Further investment was made to improve the in-store customer experience at the beginning of 2022; a roadmap was put in place to improve the navigation and flow of the category through the rollout of the below, creating superior customer experience in store, resulting in increase in store category sales.”

Staff training was going to be key for the Group in enhancing their category development. Teresa adds, “We noticed that our staff members were not completely comfortable with regards to their vitamin and supplements knowledge, and therefore implemented new training strategies for all staff members.

Louise Martin, Consumer Business

Unit Manager, Uniphar with Sarah Fitzgerald and Teresa Mullen, McCabes Pharmacy Group

With investment in online infrastructure, McCabes were able to react quickly and ensure smooth, safe and speedy supply of a wide range of vitamins online in uncertain times. Choosing to develop the vitamins category online has been key to driving traffic to the website, ensuring a wide range of products was available, and offering a bestin-class service has allowed McCabes to become market leaders particularly in terms of range width in relation to other Irish online retailers.

McCabes Pharmacy Group’s winning Category Development

Teresa notes that the measurable benefits of their initiative have been six-fold:

• This initiative ensures McCabes are operating at best practice levels and has led to improvements in operational efficiency.

• This initiative has allowed McCabes to create a more streamlined collaborative approach encouraging open innovation between management and staff overall improving company culture, with more visibility in the business

• This has resulted in increased sales

• This has resulted in strong visual presence in stores, improving customer experience

• This initiative has contributed to the McCabes sustainability policy, – reducing paper consumption, and wastage, investing in online technology reducing the need to print in stores

• This project has greatly assisted staff, making the section easier to merchandise and quicker timeframe

Informing Customer Purchases

“To ensure the customer has all information needed to make an informed purchase each staff member is trained on each product in the vast offer of vitamins with over 700 options on offer in top tier stores, ensuring there is something to appeal to all

McCabes customers. Through specific training programmes, every endeavor has been made to ensure there is a best-in-class service level in terms of expert advice. With such a high level of advice on offer from McCabes staff the customer journey has been improved which can be seen in our reviews.

“The accessibility through the digitalization of this category has cut out the need for numerous communication emails, and reduced time on this task. Instant online access to the category plan at any place or time has made a task that was previously very time consuming, much more efficient and enjoyable for staff, allowing staff more time to spend with customers and other areas or improvement in store.

“Not only have the results been seen financially, but the visual impact created in stores through the application of this initiative has significantly improved the

consumer experience, while also contributing to operational efficiencies at McCabes.”

Teresa told us after winning the award, “Everyone at McCabes Pharmacy works tremendously hard, either in the dispensary, on the shop floor or behind the scene. We have made extra efforts to ensure we are experts in our field, offering our customers the best in choice and the best in advice. This recognition from the Irish Pharmacy Awards and Uniphar cements our position as leaders within category development and we are extremely proud of everyone that has helped to make this happen.”

Louise Martin, Consumer Business Unit Manager with Uniphar commented, “Uniphar are delighted to welcome all of our finalists to this year’s Irish Pharmacy Awards. Congratulations to all of them who have put in so much work and especially to McCabes Pharmacy.

“I would like to say on behalf of the Uniphar team, Thank You to Irish pharmacies and your teams’ for your dedication and commitment to the local community and for always putting the patient first. Uniphar is proud to be Irish owned, set up by a small group of Irish community pharmacists more than 50 years ago to ensure a reliable supply of medicines for our patients. We remain steadfast in our commitment to putting the patient first in everything we do. This award demonstrates Irish Pharmacy at it’s best.”