Visual Merchandising: el secreto del éxito dentro de la farmacia

Por Ara Santos
La comunicación es actualmente en todos los sectores profesionales una herramienta clave para alcanzar objetivos corporativos y comerciales a corto, medio y largo plazo. El valor estratégico de la comunicación aplicada a los planes de marketing de las diferentes compañías farmacéuticas y sus productos es por tanto relevante e imprescindible. Se dice que los humanos somos seres sensoriales, lo que viene a decir que lo que percibimos por los sentidos, es lo que configura nuestra capacidad de razonar. El cerebro discrimina y organiza toda la información que le llega a través de los sentidos. En condiciones normales, más del 80% de la información que recibimos nos llega por la vista y debido a esto, se considera el sentido principal dentro del llamado marketing visual.
El visual merchandising es parte del éxito de la farmacia. La imagen y la colocación de los productos dentro del local puede ayudar a incrementar ventas en más de un 15%. Se deben utilizar todas las herramientas que tenemos a nuestra disposición para mejorar el servicio y la atención al cliente, ya que el aspecto visual de la farmacia es de gran importancia para la imagen y percepción de los pacientes. El aspecto de la fachada, escaparate, la zona de entrada, los lineales y expositores, y, por supuesto, la zona de mostrador, deben estar bien cuidados, además de cualquier zona de atención personalizada o incluso la rebotica si se encuentra en una zona visible.
Dentro de lo que se conoce como estrategia visual, uno de los factores que más importancia cobra es la iluminación. Iluminar en visual merchandising es destacar a través de una correcta iluminación aquello que queremos que no pase desapercibido.No se recomienda tener demasiadas ofertas a la misma vez, ni destacar cada producto dentro de la oficina de farmacia. Se necesita saber discriminar y destacar lo que realmente es importante de una forma sencilla y clara, para evitar la homogenización. Esa es la forma de tener éxito. Además, para llamar la atención del cliente se debe definir un espacio cambiante, para que cada vez que entren en la farmacia vean algo distinto y, de esta manera, captar su atención. Por otro lado, el cerebro es capaz de darle mayor o menor importancia a lo que vemos utilizando determinados parámetros como son el tamaño, el color y la ubicación o posición del objeto o producto en este caso. Son los llamados criterios de organización visual, y también son vitales dentro del visual merchandising.
Lo primero que nos llama la atención visualmente es el tamaño. Lo grande es lo primero que vemos, y por lo tanto lo que más destacará. Colocar el producto en forma de torre o similar, le dará prioridad. El segundo criterio de distinción es el color. Con una combinación adecuada de colores se puede conseguir un efecto visual impactante. Y, por último, la ubicación será el tercer criterio a la hora de organizar visualmente la farmacia. Lo más visible, y por tanto más comercial, es lo que se coloca a la altura de los ojos. Después, lo que está a la altura de las manos, seguidamente lo que colocamos en el suelo, y, por último, lo que está por encima de nuestra cabeza. A todo esto, hay que añadirle que normalmente miramos hacia la derecha, incluso cuando caminamos en sentido contrario, tenemos tendencia a mirar más hacia el lado derecho. Si nos situamos enfrente de un lineal o de un escaparate y hacemos una división vertical, lo más visible será la zona media con un valor de 69,3%, la zona baja un 23,5%, y la zona alta de un 7,2%. En cambio, si la división es de forma horizontal, la zona central tiene un valor del 47%, la derecha del 28% y la izquierda del 25%.
Por tanto y para concluir, la táctica a seguir a la hora de exponer o presentar un producto debe hacer referencia a estos cuatro criterios: iluminación, tamaño, color y ubicación.
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