Simple changes can make a big difference to the customer journey, writes Mandeep Mudhar

The pharmacy sector has experienced significant change over the past few decades.

Independent pharmacies, once the bustling centres of their communities, have seen the retail side of their businesses shrink from 40-50 per cent of turnover to just 5-10 per cent due to competition from supermarkets and online retailers.

Many were forced to scale back, but the pandemic presented a unique opportunity to reinvigorate this critical area of business.

At Alphega, we’ve seen inspiring examples of how members are adapting to this new landscape. Richard Janes, our head of retail, has been instrumental in supporting pharmacies to embrace retail as a central part of their offering.

Over the last few years, Richard has worked closely with pharmacy teams, helping them rethink their retail strategies. He has reported a surge in consultancy requests from pharmacists keen to capitalise on the post-pandemic footfall increase.

Richard’s approach centres on encouraging pharmacists to think like retailers. For instance, he recalls working with a pharmacy that struggled to engage with young families, who visited regularly for prescriptions but didn’t purchase other items.

By repositioning the baby care section to a prominent spot and training staff to offer tailored recommendations for baby products and vitamins, the pharmacy transformed these visits into a broader shopping experience. This resulted in increased sales and stronger customer loyalty.

Modernising interiors has also been a game-changer. Richard highlights that pharmacies investing in layout improvements see a 10-20 per cent boost in sales, with even greater results for those undertaking full refits.

Simple changes, such as repositioning dispensary counters and introducing consultation rooms, make a huge difference to the customer journey. Additionally, offering seasonal and speciality product ranges keeps the retail experience fresh and encourages repeat visits.

The success of independent pharmacies now lies in thinking like retailers, building strong customer relationships, and investing in welcoming, modern spaces.

At Alphega, we are committed to supporting our members in these efforts, ensuring they remain at the heart of their communities for years to come.

Mandeep Mudhar is head of Alphega Pharmacy