ICC/Decision Services Conducts Insightful Pharmacy/HBC Retail Survey

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With the national spotlight on the pharmaceutical retail industry, ICC/Decision Services conducts broad-reaching survey regarding consumers’ pharmacy and health/beauty care decisions and preferences.

ICC Decision Services

This is an important element to help retail pharmacies capture new market share, and more effectively target customers.

ICC/Decision Services, the premier consumer experience management company in the U.S., is preparing to release the results of its discerning pharmacy, and health and beauty retail survey. After gathering the opinions and feedback of 2,500 diverse customers, ICC/Decision Services was able to formulate valuable insights regarding the preferred retailers for both pharmacy, and health and beauty products, as well as the reasons why consumers make the choices they do in the selection of one retailer over another.

The research was gathered from consumers ages 18-64, from each of the five geographic regions in the U.S.—Northeast, Southeast, Midwest, Southwest and West—as well as Canada.

According to the results of the survey, convenience is the primary decision-making component for the majority of consumers when it comes to pharmacy selection, while price is cited as the key factor in the selection of a health and beauty care provider. As the country’s attention remains focused on issues related to the importance of pharmacy in the retail industry, the survey also found that the acceptance of a consumer’s insurance plan was a leading element in the decision to choose one pharmacy over another.

“This is important, and perhaps one of the most pivotal areas of interest in this study,” said Nanette Brown, Vice President of ICC/Decision Services. “It’s our goal to help retailers find ways to capture new sales, and what really stands out with this is the fact that when a consumer has a prescription filled, they’re looking for convenience, both in terms of the store’s location and the ability to use their insurance plan. This is an important element to help retail pharmacies capture new market share, and more effectively target customers.”

Another point of interest from the survey results pertains to the health and beauty portion of the research. According to the responses of survey participants, aside from price, a broad array of products and brands is key to attracting younger customers. Eight percent of survey respondents report they don’t have a regular health and beauty store, which gives retailers a large opportunity to attract new consumers.

“What’s important form the health and beauty results is that there are some key differences in store preferences between male and female consumers, as well as differences among the age groups we surveyed,” said Eric Baer, Senior Research Analyst at ICC/Decision Services. “It also shows us that as with pharmacy selection, there is a lot of room to capture new customers in the health and beauty care retail industry, if stores are able to put this information to use in terms of their marketing.”

ICC/Decision Services is planning to release an in-depth report of the survey results, including the names of top retailers, as well as the regional breakdown of the results. For more information, visit their website at http://www.iccds.com.

About ICC/Decision Services

Based in New York City, ICC/Decision Services is a privately-held company that services the needs of global companies, including CVS, Wal-Mart and Coach. With 34 years in the industry, ICC/Decision Services is the preeminent provider of Mystery Shopper, Customer Survey and Compliance Auditing programs.

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