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BEARING GIFTS A robust gift section brings new revenue opportunities
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s a locally owned business, independent pharmacies can tailor their front-end selection to their patients. With a well-stocked
gift section, they can take advantage of patients' tendency to
browse as they wait and open up a new revenue stream. "People like to shop while they're waiting for their prescriptions," said
MERCHANDISE MANIA
Mandi Kyles, merchandise manager at Hobbs Pharmacy and Gifts
If you're thinking of expanding your pharmacy's front end to add more gift items, these in-demand products can help get you started.
in Sulphur, Oklahoma. Hobbs has 1,200 square feet devoted to gifts, with contents ranging from jewelry to clothing to housewares.
Kyles said a gift section not only expands your clientele, but
also gets more out of your existing patients. "It can bring in more
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traffic, but you'll also have the grandma who comes in for her medicine who might not go to a boutique but will buy something from the gift section. The two go hand in hand," she said.
At Dedrick's Pharmacy and Gift Shop in New Paltz, New York,
about half the pharmacy is devoted to gifts. "It's almost like a second store, or a business within a business," said Jared Nekos, owner of Dedrick's, which established its gift shop 15 years ago. "It's wonderful to go into a family-owned shop where you know
Greeting and holiday cards Seasonal decor Jewelry Lotions and perfumes Candles Work by local artisans Attire for children and adults Toys and games Collectibles Kitchen accessories and other housewares
there are unique offerings and the gifts are going to be affordable. I think part of why the relationship works is that there's always time. You drop off your prescription and you have a few minutes to wait and browse for gifts and cards."
The gift section and the pharmacy can thrive off each other
if you do it right. Some people may be attracted to the gifts, then
of out of town folks who hear about us on social media and come
decide to transfer their prescriptions over, while others might
visit," said Kyles. "There have definitely been people who have
decide to splurge on something from the gift shop while they
transferred over to our pharmacy because of the gift shop."
are waiting for their prescription to be filled. "If you advertise properly and get the message out to the community that this is
SHELF SELECTIONS
a place where you can get cards and unique gifts for a loved one,
To decide what to purchase for his gift section, Nekos does his
there's no reason why bringing people in to buy gifts shouldn't
homework, and he pointed out that there is no dearth of resources
also translate into sales in the pharmacy," said Nekos. "Having a
for those who want to do their own research, with annual gift
revenue stream from gifts and cards is a great way to boost your
shows like NY NOW in New York City and magazines like Gift Shop
front end. We do especially well for the holiday season where we
Magazine that can help buyers identify trends.
really see great numbers."
knowledgeable rep from a gift company. The good ones will take
At Hobbs, about half of the people who walk into the building
"I think probably the best resource you can find is a
are there for the pharmacy, while the other half are there for the
extra time in your store to help you with everything from the
gift shop. "Our locals stop in here to get gifts, and we also have a lot
product line, to popular products, even product placement and
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