Planning its network
of pharmacies, Alexander Dr Fleming Ltd.
started from the traditional pharmacy format
and has then created a new model considering how
the consumer behavior and the business core changed.
To emphasize this historic change Dr Fleming chose
Alessandro Luciani as store designer
for its pharmacies and health stores. Luciani has
been, both in 2011 and 2012, the winner
of Italian Popai Awards and Global Popai Awards
(Global Association for marketing at retail).
“Today we consider as essential
to rethink the conventional approach to client reversing
the traditional dynamics: it’s the pharmacist
the one that must ease the client assisting him
during the purchasing.
The client becomes the core of the attention and
must feel comfortable while buying. Starting from
these concepts we abolished all architectural barriers
inside the store, and instead integrated some small
designated positions facilitating the meeting between
clients and pharmacist, providing an on-going assistance
and avoiding long waiting line. Besides the employment
of innovative technologies allows the pharmacist
to assist the client also in line: the waiting time
is no more a waste of time but a good occasion to
receive new information and explanation. Distinctive
element of the new concept is the strategic role
represented by service delivery points inside the
store. These areas will be characterized by a welcoming
environment and guarantee the patient privacy in
an extreme safe hygienic situation”.