Pharmacy survive due to expansion of assortment
Director of company (a chemist's network « your doctor ») Directos of Pharmacy store confirms what to be kept in the market pharmacy are allowed with expansion of assortment due to the accompanying goods. « The fixed trading margin extends only on medical products. On a ruler of the goods for appearance and health the trading extra charge free. In it stock a direction already there is a normal competition », - Mr. Derevtsov has told.
« Your doctor » agrees with the head of a network also Natalia Protasov: « We have gone aside satisfactions of needs of the buyer, though somehow connected with health and beauty. In assortment of drugstores there were ornaments, cosmetics, perfumery, means of an aromatherapy, etc. ».
Mrs. Protasov considers, that pharmacies have serious advantage at sale of the pharmacy goods for appearance and health in comparison with other retail: « the Consumer goes to us because at him the opinion was generated: in pharmacy all is on sale qualitative, checked up. And in large networks it so. We spend significant money for check of certificates of quality, working lives of the goods, etc. for this purpose the separate employee », as a rule, is allocated.
Besides expansion of assortment has helped pharmacy to overcome seasonal fluctuations of sales. « Earlier in the summer falling of commodity circulation reached 20-25 %. As soon as there was accompanying goods, seasonal fluctuations on commodity circulation began to smooth out. Now falling of sales in 9 % already is considered catastrophic », - Natalia Protasov has told. As she said, at present in a turn «SIA» the share of the accompanying pharmacy goods makes about 30 %, the remained 70 % fall to drugs. Similar parameters have shared with "recreation center" and in « Provincial pharmacies ». « The accompanying pharmacy goods in structure of sales borrow. From us the order of 32-35 %. If to speak about Moscow and St.-Petersburg there on the pharmacy goods for appearance and health it is necessary about 50 %. We plan to finish already by the end of this year a share of the accompanying pharmacy goods in the network to 40 %, and in 2008 to leave on a parameter in 50-52 % », - Vadim Yudin has declared.
The pharmacy companies try on a new format of trade
« In the closed shop we can offer the buyer a ruler approximately from 3,5 thousand names. We are now ready to present the consumer simultaneously nearby 8 thousand pharmacy products positions assortment of some », - Vadim Yudin speaks.
In this situation the part of the pharmacy companies starts to try on a format of a chemist's supermarket.
Transition from the closed form of trade to opened allows to increase commodity circulation twice. Besides this format, according to experts, is now very popular in the pharmacy consumer.
However to dare open chemist's supermarkets participants of the market can far not all. « Here there is a problem of lack of the areas. The supermarket assumes presence not less than 90 sq.m. As that format of a supermarket is pleasant to me, but I do not have opportunity to pass to the similar form of trade because of the small areas of shops », - Natalia Protasov has told.
Dmitry Lazarev believes what to open supermarkets prematurely: « I consider, that the local pharmacy products consumer in the basic weight still cultural has not grown to the open access to the fine pharmacy goods. Many will go to such shop therefrom to pull down ». Besides according to the expert, in a supermarket the system of the account of the pharmacy goods becomes complicated, there is a necessity to increase quantity of the personnel in a trading hall.