COLORADO SPRINGS — Stores with pharmacies have a total $4.8 billion opportunity among shoppers who fill a prescription but leave without purchasing anything else, according to new research commissioned by the Global Market Development Center here.
The study, “Helping Consumers Make Healthy Choices Through a Fully Connected Store,” will be released to GMDC's membership later this month, SN has learned. It was sponsored by Catalina Marketing, St. Petersburg, Fla., and conducted by market research firm Pivotal Perspectives, Madison, N.J.
Among other key findings: Of the 55% of prescription customers who shopped the store, 75% made a Center Store purchase, while of the 45% that stayed close to the pharmacy, only 25% made a Center Store purchase.
“The study identifies the key role pharmacists play in the shopping behavior of prescription fillers, and the opportunity for additional center store sales that exists when pharmacists interact with shoppers,” said Keith Wypyszynski, GMDC's vice president of business development and chief member officer.
“Pharmacies that provide these solutions and differentiate themselves as a source for integrated health, wellness and education centers, will generate increased consumer loyalty,” said Sharon Glass, vice president of health, beauty and wellness at Catalina.