Through a special arrangement, what follows is an excerpt of a current article from Grocery Headquarters magazine, presented here for discussion.
According to a consumer-intercept survey conducted by Grocery Headquarters this year, the vast majority of shoppers have high expectations of their pharmacy. Most importantly, they are looking for great service, professional advice and convenience. Yet, many shoppers noted that when the pharmacy fails them in some way, such as dispensing the wrong prescription or providing shoddy service, they are quick to try another outlet.
Overall, the survey, which was conducted in the metro New York, Boston and South Florida areas since the beginning of the year, painted a very positive picture for the pharmacy business at the nation's grocery and drug stores. For example, most consumers said that they were "extremely happy" or "very happy" with the job done by their favorite pharmacist. Most respondents also said that service at the pharmacy counter, especially at grocery stores, has improved dramatically in recent years. Finally, the vast majority of consumers said they were "extremely happy" with the service provided by the pharmacist or a pharmacist aide when it came to helping them choose the appropriate over-the-counter products.
The study also found that many consumers are eager to develop a close relationship with their pharmacist and many are likely to know their pharmacist on a first name basis, even at many of the larger grocery and drug store chains.
It also showed that consumers, with the notable exception of the New York area, have come to expect grocery stores to include a full-service pharmacy counter. Nearly 70 percent of those questioned reported that they use a pharmacy at a mass-market outlet, including grocery stores, chain drug stores or Wal-Mart. Most of those say that convenience was the deciding factor in choosing a chain store over a local drug store. Many also said that chain stores offer better pricing than independent pharmacists, though not necessarily better service.
Not all of the results of the survey were positive. Many customers cited long waits and a change in pharmacists as reasons why they have ended a long-time relationship with a particular pharmacy or are looking to change pharmacies. Shoppers seemed particularly concerned by a high turnover rate in pharmacists, with many citing the fact that their favorite store may have a turnover rate of two to four times every few years.
More than 60 percent of those questioned said that they are always looking for what some called "reassurance" at the pharmacy counter. Many consumers went so far as to say that they were significantly less likely to stay with a particular pharmacy if there was any kind of substantial turnover in the department.
Discussion Questions: Do you agree with the survey respondents that service at pharmacy counters, especially at grocery stores, has "improved dramatically" in recent years? If so, what's driving the improvement? Secondly, what can retailers do to combat the two lingering customer complaints: long waits and high pharmacist turnover?