Improving Diabetes Merchandising, One Shelf at a Time
Godwin, Caroline Christine
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The outcome of this study is to propose more-effective ways to merchandise diabetes products, with a cross-merchandised approach that provides education and a better in-store experience for shoppers. This research aims to help shoppers by proposing and testing—through in-store intercepts and a questionnaire—a well organized and comprehensive merchandising approach for drugstores, specifically Walgreens and Rite Aid. The results of the questionnaire indicate that the proposed merchandising solution (see Appendix B) provided welcomed improvements to the following areas: 1) organization of products and cross-merchandise product options, 2) shelf signage/navigation, and 3) education. Questionnaire respondents reported that the proposed merchandising solution offered a more effective and engaging merchandising option than do current diabetes shelves. Keywords: diabetes products, solution selling, cross merchandising, product organization, shelf signage, education and store intercepts.