GlaxoSmithKline (GSK) Consumer Healthcare has unveiled new research into customers’ habits when shopping for over-the-counter medicines, providing pharmacies with insight to help unlock the potential of the pharmacy ‘back wall’ and put the space to best use. This includes using clear signage and in-store communications to encourage customers to speak to the pharmacist about their needs, and the products and services available as well as to drive complementary unplanned purchases. It also advises merchandising the back wall in a way that mirrors the healthcare aisle, such as showing clear sub-categories and featuring seasonal products.

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