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Based on scientific insight from GSK's Shopper Science Lab, GSK pharmacy director Andy Gill has revealed four top tips for unlocking an £80 million OTC opportunity within the pharmacy channel to help pharmacies future proof their business:

1. Put steps in place to make shopping easier for customers, e.g. through fixture layout and arranging by condition

2. Help customers explore new treatment options by changing their autopilot shopping habits, e.g. introducing disruptive POS and informative posters

3. Be knowledgeable, instant, personable, informed and confidential €“ remember it's a digital world, customers have some knowledge so make sure yours is better than theirs

4. Develop a holistic training programme for all pharmacy staff. Excellent knowledge and being confident on product recommendations will help further build trust with customers.