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accompany their products. “Video is another salesperson always working. Most suppliers have great video content you can loop to help support your sales efforts,” he explains.
For footwear, Alex Anderson of Oswald’s Pharmacy finds that displaying products on a wall will best draw customers’ attention.
“We use our wall of diabetic shoes to draw people’s attention into our DME depart- ment,” he says. “We have them displayed on a dark wooden slat near the back entrance.”
He adds that some suppliers that he works with provide plastic displays shelves to fit into a slatted wall to showcase the shoes, but for smaller pharmacies that can’t compro- mise the wall space, suppliers will also often supply spinning displays.
Whether pharmacies sell bracing and supports or footwear, having staff that is knowledgeable in the products and in sizing is key. Fitting customers with the product
the product that suits them not only cuts down on returns but also creates loyal customers who will see the benefit of coming into the store for their products rather than purchasing online.
Walking Aids
For many seniors and people with limited mobility, walking aids are a daily need
that HME pharmacies are positioned to meet. People who require walking aids use different kinds depending on their needs, so supplying canes is not always enough. Also, a customer might not want to wait or can’t wait to have their product ordered, delivered and sometimes assembled; providing these products in-store opens a range of options for customers.
As with other retail displays, it’s important that customers are able to touch the product before buying it. At Mobül, a home mobility store in Long Beach, Calif., walking aids are arranged to tell a story. “You can see there are the three-wheeled ones, there are the four-wheeled ones. There are the ones that work in a very narrow door pattern,” explains Mobül CEO Wayne Slavitt.
“We’re able to visually show people the product, and also be able to let them try it out,” he says. “We can demonstrate how they work, and then the customer is able to
really see a good overview of options and be able to make an informed decision based upon the product.”
A display should also highlight certain
distinguishing features of individual walking aids. For example, Barry Walker, vice presi- dent of sales at LifeWalker Mobility Products, says that their rollator should be “open and
hme-business.com
DME Pharmacy | December 2018
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