Promote Vitamins As Holiday Gifts

FRONT-END OVERHAUL

Promote Vitamins as Holiday Gifts

by Gabe Trahan

Have you ever tried to buy your parents a gift? I bet you’ve heard comments like, “No need to buy us any- thing, save your money…” “We have everything we need, just come visit…” “Buy the kids something, spend it on yourself.” You are not the only one who has heard these comments. Many #3. They don’t believe in vitamins. olates, do not be afraid to spice up of your customers wonder what to Suggest a premium brand, one you the gift offer! A one-pound box of buy their parents every year – that’s take yourself. Get a little daring and chocolates and a few months’ worth why Russell Stover is still around and offer a money-back guarantee. Ask of vitamins would be happily accepted Harry & David fruit baskets sell so well your vitamin vendor(s) how they can by just about everyone. Do you have during the holidays. assist in a guaranteed offer promotion a nice box of sugar-free chocolates to or if they can provide free product or promote? You can solve your customers’ gift-giv- advertising money. It never hurts to ing woes by promoting three months’ find out what resources are available The most important component to this worth of vitamins as a holiday gift to promote sales. promotion is the sign, and sign ideas for parents. You could arrange them are endless. Example: Place a photo in a basket, offer to customize a gift #4. They remember to take vitamins, of a fruit cake next to a photo of a basket, or simply offer the vitamins in but forget to buy them. Stocking up multivitamin with the caption, “Which a white gift box. Encourage your cus- with a three-month supply is a great one do they really need this holiday tomers to give the gift of good health! start. If selling a premium line, you season? Let us help with that.” may want to offer a reminder post- To successfully sell vitamins as card, email, or phone call to custom- Send me photos of your crafty holiday gifts, you must be prepared to ers to restock their supply. healthy gift baskets at gabe.trahan@ address these five common obstacles ncpanet.org. your customers may bring up about #5. They can’t afford them. This is their loved ones: the best reason to give vitamins as Have a happy, healthy, and profitable a gift. Include a 10 percent discount holiday season. ■ #1. They don’t know what to take. card good on all vitamins for the calen- Can you recommend a great vitamin? dar year (more if it is for your private la- Gabe Trahan is NCPA's senior direc- Perhaps a B12, vitamin C, omega-3, bel line). For out-of-town gift recipients, tor of store operations and marketing. vitamin D, multivitamin, melatonin consider offering shipping in a postal Gabe uses nearly 40 years of front-end and/or probiotic? flat rate box. No weighing or calculat- merchandising experience to help NCPA ing is needed; just charge full price for members increase store traffic and #2. They don’t remember to take the box or offer a small discount. improve profits. Visit www.ncpanet.org/ them. How about adding in a free pill feo to watch videos, read tips, and view reminder with purchase? Encourage Since we’re talking holidays, here’s galleries of photo examples by Gabe. customers to fill the pill boxes every a quick note about fruit baskets and Follow him on Twitter @NCPAGabe for Sunday. boxed chocolates. If you sell choc- additional tips.

56 America’s PHARMACIST | November 2016