I implemented the point-of-sale strategy for 6 brands within the Pierre Fabre Group on the Benelux market, in order to improve visibility, reinforce brand image, optimize the customer experience and increase sell-out. Here's a concrete example of the deployment of a premium shelf for the A-Derma brand.
Definition of a customized layout strategy
An in-depth analysis of point-of-sale needs helped identify areas for merchandising optimization. The aim was to propose a clear and attractive layout, in line with consumer habits and pharmacists' constraints.
Designing a premium shelf
To reinforce the brand's qualitative image, a wooden shelf was designed to provide a distinctive and elegant space in the pharmacy. This choice of material adds a natural touch in keeping with A-Derma's DNA, and highlights both tactical and strategic ranges, encouraging consumer engagement.
Optimized product positioning
The layout of products has been designed to maximize their visual impact and facilitate the shopping experience. It takes into account market trends, consumer preferences and past product performance to optimize shelf space and highlight the most attractive references. Strategic products have been placed at eye level, and clear segmentation by skin type has been introduced to guide customers to the most appropriate solutions.
Support for point-of-sale teams
To guarantee the effectiveness of the system, recommendations were provided to field teams to ensure consistent, high-impact implementation. Visual aids and merchandising guidelines were developed to facilitate the implementation of best advice practices.
This project has improved the presentation of A-Derma products in the point of sale by creating a premium shelf which reinforces the brand image and stimulates sales. The combination of well-designed furniture and a strategic layout contributed to improved shelf appeal and an optimized shopping experience for consumers.
