Integrated communication

A study of the sales outlet’s internal as well as external communication in order to present products most effectively (Visual Merchandising) and enhance the overall image.

Passarella not only produces furnishings but develops a visual communication system that stimulates the attention leading to impulse buying. In order to do this, Passarella plans every aspect of the pharmacy’s communication: from the conceptual sequence of the layouts and the display arrangement to the allocation of space for products (facing). Using specific communication materials, Passarella makes the entire situation harmonious and legible to the customer, thus creating a positive shopping experience.

Passarella Integrated Communication consists of:

  • Internal signage
  • Crowners and shelf talkers
  • Screens for interiors and window displays
  • Open or closed window displays
  • E-communication

Pharmacies of the future will no longer be places for just selling drugs but will become places offering knowledge on health and dispensing of new products and services: a regional multifunctional centre for not only shopping but also for learning about the latest developments in personal care and wellness, having preventative tests done and developing responsible self-medication. As per the sales outlet, this can be accomplished only by using a fundamental instrument that must be applied in organising the new display areas: an effective Product Category system that organises displayed products according to the most modern Visual Merchandising techniques.

What are category management and visual merchandising?

The Category has to do with organising merchandise in blocks according to how customers buy. In each category, there are products that are linked by a single central theme: similar occasions for usage (for example, medication), the same utility functions (for example, disinfecting) or the same target (for example, the elderly). Visual merchandising refers to the techniques that are applied to make the sales outlet’s marketing plan operational: warm and cold areas, shopping routes, the space to be allocated to categories and products, indoor signage.

It is the totality of the operations for positioning the product inside the pharmacy in keeping with the format selections (or sales strategy) adopted. It also concerns the ambiance, the lighting and graphics. It means the optimal forward placement of merchandise but actually implies a series of operations that are much more complex than a simple product display: it means employing a veritable communicative language. Generally speaking, all the Visual Merchandising operations have to do with the atmosphere produced by the sensory stimuli that the displayed product is able to inspire in the customer with the purpose of further attracting attention and increasing the probability of a purchase on the part of the customer. Visual merchandising tries to optimise all the possibilities offered by the visual sale in any area of the pharmacy, no matter how large or small.

It deals with enhancing the value of the product, the department, the sales outlet, making sure the right product is in the right place at the right time and at the right price. The proper arrangement of merchandise inside a sales outlet will allow the customer to understand from the moment he/she is outside it whether it can or cannot satisfy his/her shopping needs and once inside, the customer will be free to move around in the world of products, reading the language of Visual Merchandising as if it were a book and making purchases autonomously. Making the customer self-reliant through the ease of reading the visual space means lower structural costs but moreover, a higher level of service which translates into superior level of loyalty to the sales outlet.