GlaxoSmithKline study provides insights on optimum pharmacy layout

GlaxoSmithKline has revealed the findings of a new study that offers insights into the most effective and engaging ways of organising the layout of a pharmacy.

The company conducted 30 interviews and six focus groups at its Shopper Science Lab in Brentford, suggesting that the ideal positioning of product categories down a pharmacy's aisle should transition from wellbeing to treatment.

Efforts should be made to ensure the subcategories of products can be navigated easily, while customers should be helped to find more information about the products if they are not confident, reports Chemist and Druggist.

It was also noted that presently, the wellness aisles of many pharmacies are overloaded with products, suggesting that more needs to be done to simplify the arrangements.

Paul Griffith, senior manager of global shopper insights at GlaxoSmithKline, said: "A multitude of very small packs makes the shelf feel cluttered, leading to confusion and shoppers unable to pinpoint the correct product for their needs."

The company is a major player in the field of consumer healthcare products and is currently in the process of launching a major new joint venture in the field, in cooperation with Novartis.