Innovation in the In-company training Project for L´Oréal in pharmacy channel

Title: Visual Merchandising for Pharmacies: Innovation in presenting the dermocosmetics category.

Innovación en un proyecto formativo In company para LOREAL y el canal farmacias. María de Molina 27. 28006 Madrid. España.

Título del Proyecto: "Visual Merchandising para Farmacias: Innovar en la presentación de la categoría dermocosmética”.

The IE Business School, one of the best business schools in the world, launched an in-company training programme for LOREAL pharmacy channel. Innovation has been the backbone of the programme's first edition. 

The programme was aimed at the 300 best pharmacies in Spain.

Our area's training goals, focused on Visual Merchandising, were:

  1.  To provide the keys so the owners of pharmacies understand what customers perceive and feel from the signals sent out by their pharmacy. 
  2.  Provide a tool for them to know how to "look at" their shop floor. 
  3.  Simulate the launch of a point of sale promotion.

We apply our unique methodology which consists of the real sales scenarios coexisting in the same training area with pictures of the businesses of the people attending. We design a simulated pharmacy with real products. In addition, attendees received personalised on-site advice from each of the photographs sent.

The training project in its pilot edition received a score of 4.8 out of 5! This was a turning point for Carlos Aires in turning his attention to focus on pharmacy retailing.

Carlos Aires: Diseño de la farmacia simulada, diseño de los contenidos y metodología de las sesiones formativa y profesor del curso. Fotografía: Luis Sánchez de Pedro Aires de Airesphotostudio