Biocanina : New merchandising approach

Biocanina is a historic French brand of veterinary products sold exclusively in pharmacies. This veterinary category is sometimes neglected by its customers: they do not feel they are experts, find it difficult to give advice, to make sales advice.

The products are sold in self-service in the pharmacy or behind the counter.

However, the layout of biocanina products (best sellers at eye level and impulse products at the bottom of the shelf) does not allow for :

• to develop impulse buying in the segments with the highest degree of impulse (hygiene, serenity, etc.)and which does not increase the number of products purchased per shopping basket.

What are the challenges to achieve?

• Develop the visibility of the veterinary category
• Making the category accessible to all, self-service
• Develop the average basket and advise other than APE/API
• Develop the margin on impulse products!
• To be helped in the resale of veterinary products (more ease, product knowledge, etc.)

Proposed solutions:

Implementation of a new floor plan adapted to the increase in the average shopping basket.

The most impulsive at eye level (Hygiene, behaviour, etc.)
The most in demand at hand level (APE, API)
The less popular ones that require reflection at the bottom of the shelf. (Reproduction, growth, dermatology…)

Optimisation of the existing BIOCANINA POS material.

• Installation of Fronton, to make the veterinary family visible from a distance
• Shelf-stoppers to make this specific category visible from close by
• Highlighting frames to highlight an area of seasonal products on the shelf
• Marker strips (OTC) to mark out the brand space
• Marker strips (Self-service) to improve understanding of the offer and facilitate the act of buying.

A resale book that summarises the entire project and its operational implementation.

Explanations of the approach + planogram that can be adapted to all layout configurations. (2 shelves, up to 2ML).

Currently being deployed.