Features
10 Merchandising and Design DO's for Home Care Retail
The philosophy of designing a contemporary, successful home health care store is based on addres-sing the kind of image that today's home medical equipment providers want to convey. Stores should communicate caring, warmth, convenience and information — all the things that customers are depending on you to provide. These attributes can be achieved through the effective use of store layout, product variety, decor and, of course, knowledgeable personnel.
Using these tools, HME dealers can successfully overcome the “identity crisis,” long associated with home health care products, that comes from consumers' lack of awareness that these products exist — and the fact that people would rather not have to use them. The challenge for providers is to educate both the patient and the caregiver, and to merchandise home medical products in a way that demonstrates their use.
Although the term “showroom” has traditionally been used to describe HME stores, you should realize that you are really trying to create a successful retail space.
With the right design, the right displays and the right sales staff, your store will be well on its way to increased sales and success.
- Choose Good Decor
The color palette, flooring, soffits, lighting and signage all contribute to the image of your store. Certain colors, blue and green, for example, create a cool, soothing, comforting mood that is favorable for home health care. The flooring and soffit patterns also can help differentiate one department from another and highlight best-selling departments.
A brightly-lit store will sell better than a dark store. In addition, as many of your customers may have poor vision, it is especially important to use signs that are easy to read to help them locate the products they want.
- Show a Variety of Products
It is important to carry a wide assortment of products to meet customer needs. If you notice that a particular item you've had in stock for some time has not been selling, put it on sale or on a closeout table to make room for new or more profitable items.
- Locate Departments Correctly
Put your demand departments in the interior or back of the store and your impulse items in the front or entry/exit aisles. Place related departments next to each other for additional sales. For example, put skin care near ostomy and incontinence.
