OTC — over-the-counter products — are the heart of fast, need-focused buying in a pharmacy. The customer often comes knowing what they want; here the display's job isn't to persuade but to make the product findable quickly and in the right category. Unlike dermocosmetics, in OTC presentation speed, clarity and the right position come first.
Why should OTC be thought of differently?
In dermocosmetics the customer discovers and compares; in OTC they often want to meet a specific need (painkiller, cold, vitamin). So OTC display should be categorised, clear and near the counter; the customer should be able to find what they're after within seconds.
Category layout
OTC products should be grouped in clear categories: pain-fever, cold, digestion, vitamin-supplement, first aid. Each category standing in its own section, labelled and tidy, both guides the customer and speeds up the pharmacist's work. Tiered shelf stands make the products in the back row visible too in this layout.
Near the counter and till
Most OTC products are bought on the pharmacist's recommendation; so the area near the counter is the most valuable. A layout the pharmacist can easily reach and the customer can also see both makes the recommendation easier and speeds up the sale. The till front, meanwhile, is ideal for small, frequently bought products.
Seasonality
OTC is the most season-sensitive category. In flu season cold products, in summer sunscreen and insect products, in spring allergy products should be brought forward. An OTC layout refreshed by season makes the right product visible at the right time.
Frequently Asked Questions
Why is OTC display different from dermocosmetics?
In OTC the customer doesn't discover, they meet a specific need. So speed, clear category and proximity to the counter come first.
How should OTC products be grouped?
In clear categories like pain-fever, cold, digestion, vitamin and first aid; in labelled, tidy sections.
What's the most valuable OTC area?
Near the counter and the till front. For products bought on recommendation the counter stands out, for impulse buying the till front.
Let's build your OTC layout together
A good OTC layout contributes directly to sales with speed and the right position. We can decide the solution that suits your work together — look at our product display and presentation solutions, and review our display stands in the pharmacy and dermocosmetic display articles.