Drugstores foresee 2011 to have new sales increase
DCI
Despite the changes made by the Anvisa (National Health Surveillance Agency), the sector expects to continue on the rise next year. According to the Abrafarma (Brazilian Association of Pharmacy and Drugstore Chains), the new rules do not affect the growth. The comfort of finding a diversity of products turned pharmacies and drugstores into one of the favorite places of the consumers. Over the past five years, they grew, on average, 20% a year, according to figures of the Abrafarma. The President of the entity, Sergio Barreto, commented the expectations for 2011. "Despite the latest changed made in the sector, we hope to keep the growth of 20% for next year", said the spokesman.
According to analysts, it is necessary to study the opportunities offered by the environment, in terms of space, possibility of use of materials, besides the profile and behavior of the buyer. Knowing the routine, the time each customer spends in the store, their preferences and the POS 'hot' areas is essential to find in the right form of communication. Defining a testing area to analyze the impact and the influence the different forms of communication have in such a public is an alternative to get to know it better. According to a research made by Popai Brasil, displays, posters and banners are still the most used communication tools in the pharmacological channel. With respect to the presence in communication as per category, personal care products withhold 62.6% of the POS materials, while medicines stay with 15% and, other products, 22.4%.
Drogasil, for instance, has adapted its layout to meet new market demand. According to the Commercial Officer of Drogasil, Antonio Carlos Freitas, "we have adapted our layout so that the customer can have the opportunity to see the medicines, always counting on the guidance of our pharmaceutical professionals. Now, the first copy of the prescription of special control is retained in the stores of the chain and the second is returned to the patient with a stamp, to prove the service was rendered".
He said all employees were told, according to the requirements of the Anvisa, to check whether the prescription was filed in the proper paper and if it contains items such as the full identification of the physician, user and buyer, including the address and document numbers. According to the spokesperson, next year the chain plans to continue its process of expansion of the chain of stores. "We have a program of constant renewal of our chain of stores. In 2009, we renovated 60 stores. This year, we planned the renovation of 60 stores. Until September 2010, we had already made improvements in 37 stores", said Freitas.
The spokesman added that in 2010 the chain has 333 stores, distributed through 88 municipalities in six Brazilian States. In 2010, Drogasil increased the pace of opening of stores in the third quarter, with the inauguration of 14 new stores and, in the nine first months, they were 32, compared to 22 last year. The company has recently prepared the entrance into operation of the second distribution center of Drogasil in Contagem, Minas Gerais.